I’m sure developers are excited to take the wraps off of the Apple Watch apps that they’ve been working on but Apple has asked them to hold off on these announcements until late March or early April, which is shortly before Apple will be launching the smartwatch. This seems to suggest that Apple wants to control the messages of the apps rather than leaving the marketing to the developers.
Apple has asked developers who attended secretive Apple Watch app development workshops in Cupertino across January and February to hold off on announcing their applications, according to multiple high-profile developers. These people say that Apple has asked developers to not provide in-depth details, revealing screenshots, or launch information about their applications until after the event at the very least. In some cases, Apple has even asked developers to wait until late March or early April to announce their applications. Apple asking developers to hold off on their announcements represents another move from a company keen on controlling the complete message for their product introductions.