$349 normally means £300 I would guess, an never have a 1:1.
Currently developers are extremely limited app support, so we will have a lot of apps, since its pretty easy to integrate, but they will all basically look like iPod navigation panels, with almost no functionality.
I'm still in 2 minds about the product, the looks are ok I guess, fitness stuff is really cool, some other parts are nice. But then it just has a long list of useless features, that just seems like their trying to valid a reason for it trying to exist, like a 1.5" screen is where I want a photo gallery :/. Make it feel unfocused, and a bit meh.
It is still looking to be the best smartwatch, but none of them are really that useful, I also don't see it being a huge success, I think its a hard sell for most people. Fork over £300 to get a notification reviewer on your wrist, if a few apps that would work better on the £600 phone in your pocket. But hey who knows.