Apple’s iWatch is already set to be out-of-date before it hits the shops. Sony is working on a new smartwatch where the entire surface -- the watch face and wrist band -- would act as a display.

The smartwatch uses e-paper and it is not exactly clear how the e-paper, or electronic paper, will operate. Bloomberg said it is different from traditional e-ink displays found on e-readers and other devices. Sony's emerging technologies division, which aims to develop new products that are profitable and trendsetters in the market, is handling the development of the smartwatch. It could be available as soon as next year.

Bloomberg, which is a card carrying member of the Tame Apple Press, insists that Apple has nothing to fear because… well… because Apple is best and everyone else smells of Nintendo. Sony will emphasize style over technology and focus on consumers who do not require all the latest bells and whistles, said the report. We would have thought style over technology was Apple’s target market.

It pointed out that Sony needs help boosting its business after having to slash it TV and mobile phone lineups in order to cut costs, reported Reuters, and focus on bringing in revenue from its PlayStation 4 video game console and image sensor businesses.