Learning from its past mistakes, Pebble wasted no time shipping its next-gen color e-ink smartwatches to early-bird buyers. Apple, however, appears to be lollygagging on app approval.
The Pebble Time Watch app is still "in review" by Cupertino. "This unexpected circumstance pains us as much as it does backers with watches ready to set up," Pebble wrote in a project update. "We're doing all we can to mitigate the delay."
Pebble submitted its app to Apple in January, a month before launching its massively successful Kickstarter campaign, and Apple approved it on May 18. Pebble later submitted an updated version with minor bug fixes, requesting an expedited review, but is still waiting.
"We unfortunately cannot simply publish the original submission approved on May 18 due to quirks in the App Store submission process and rules," Pebble said.
The company considered just adding the Pebble Time to its existing Pebble app, but that app is also awaiting approval and has been in limbo "43 days and counting," Pebble said.
Apple did not immediately respond to PCMag's request for comment.
In true crowdfunding fashion, Pebble is rallying its fans to "kindly express our desire" for Cupertino to publish the latest Time iPhone app.
Fans with or without a smartwatch can reach out to Apple directly, or via Twitter and Facebook using the hashtag #FreeOurPebbleTime.
"Since the beginning, you've proven time and again that the Pebble community knows how to come together and accomplish amazing things," the company said.
In the meantime, Pebble suggests iOS users borrow an Android device to perform the initial smartwatch setup, add watchfaces, and install apps that don't require a paired handset. And, keep an eye out for more news about non-Kickstarter pre-orders (expected June 22) and the premium Pebble Time Steel.
Apple, of course, has its own smartwatch now, sales of which will expand to new countries on June 26.
For more, see PCMag's reviews of the original Pebble and Pebble Steel smartwatches.