Apple continues to put more of its smartwatches on the wrists of customers thanks largely these days to a reduced price on its Series 3 model.

Apple sold more than 4 million Apple Watches in the third quarter, a 54 percent increase in year-over-year growth.

Rumors have started to pick up regarding Apple’s foray into wearable technology. Over the weekend, both The New York Times and Wall Street Journal reported that Apple is working on an ‘iWatch’ product.

Now a third report on the mysterious device has surfaced, and it speaks to the level of focus Apple is giving the top secret project.

Italian designer Federico Ciccarese is well known throughout the blogosphere for his Apple product concepts. Chances are that you’ve seen his gorgeous iPad Mini and iPhone 5 concept designs in recent months.

Ciccarese has released a futuristic iPhone concept that takes a very different approach to wearable technology. Kinda creepy, right?

The New York Times reports that Apple is “secretly” working on a number of wearable devices including a new “curved-glass iPod that would wrap around the wrist.” The devices will have Siri built-in allowing us to control them with our voice, and may even relay information back to our iPhones.