Apple has refocused its smartwatch on the fitness market, a move analysts believe was prompted by the company’s recognition that the broader definition it has used was simply not making the grade.

“They’re responding to what’s working, what’s resonating with customers,” said Jan Dawson, chief analyst at Jackdaw Research.

Dawson and others were reacting to the shift in Apple’s portrayal of the upgraded Watch, dubbed “Series 2,” during last week’s launch event that also included the iPhone 7. Virtually all of the stage time about the new Watch, and many of the new features the Series 2 model sports, related in some way to fitness, from its water resistance, which an executive touted as “swim-proof, and GPS tracking to a new Nike-branded model.

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