I'm in the Apple ecosystem... This watch makes me forget about my Apple Watch Ultra. There are some features on the fēnix that are a bit clunky, especially when it comes to paying with my watch, messaging and calling -- also, with apps like new watch faces (especially Garmin -- they are not easily customizable on the watch). There are a few other things that I could note, primarily because all is not as smooth as AW Ultra when communicating with my other Apple devices; however, they are all forgivable at this point. Garmin, as a primary fitness device blows the AW out of the water -- tons of metrics pre-during-post run that are very helpful. The battery power is great, as well. If fitness is the goal, this is a fitness first device and in that capacity it functions great! Secondary things are lacking (messaging, calling, design customization), again, forgivable. It would be nice if Garmin would offer protection plans like Apple does -- with a device that promotes/tracks activity; accidents are bound to happen and having peace of mind that your device is insured would go a long way -- the watch is built like a tank, though! All things considered, this watch is a 5 star plus!