Application discovery is broken. Big brands are increasingly dominating the most popular application lists as smaller developers and newer applications struggle to get discovered. To overcome this challenge app store optimization and app discovery services have emerged. However, despite the ability to buy or organically grow users, there is one unique opportunity to create distinction – the launch of new hardware. In fact, the Apple Watch would appear the perfect opportunity for applications to rise to the top as underutilized categories such as News, Travel and Health & Fitness were the most well available categories at launch. According to the report, The Apple Watch: A Fundamental Change in the App Market many under-represented categories were over-represented amongst the earliest apps available. Therefore, it is reasonable to expect to see these individual applications or categories begin to represent a larger percentage of the most popular applications.