I see it pretty much the same way; there are no apps and the appstore is very underwhelming. There is no quality control and one is not even able to purchase anything without credit card.
I think people who want apps on a fitness watch, ultimately want different things. Personally, apps on a tiny screen is not a good experience to me. So I never use them.
All the smart features i want on a watch is, Notifications, to know when someone is calling me, payments, and to find my phone.
I've got one for my smoker, a fireboard app. Useful to see the temp on my wrist when I've got a brisket finishing