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People will get their panties in a bunch when Apple announces the Watch Edition costs several thousand dollars, but that’s mostly because these people don’t understand what Apple is doing.

This quote from John Gruber’s post about Apple Watch pricing hits the nail on the head:

Apple Watch Edition is not a tech product, so don’t try to price it like one.

To paraphrase Gruber, the solid gold Apple Watch is not a tech product, it’s a luxury item, and it shall be priced accordingly. You can think it’s insane, but at the end of the day, it’s not any less insane than Rolex selling a gold watch for $20,000.

For more thoughts about Apple Watch pricing, I invite you to read Gruber’s take.

  • Byron C Mayes

    I’m sorry, but did this article really start with the words, “People will get their panties in a bunch…”?

    • Yes it did. iDB is a blog not the f*****g New York Times. Deal with it 😉

  • Jordan Ross

    But there is an insane aspect, which also happens to be Apple’s big bet on the Apple Watch. What we don’t know is if people who already buy Apple products actually view the company as a luxury brand. Yes they make seamless computer products of varying sizes but do you think about Apple when you’re trying to look good for a night out?. It’s one thing to say you’re selling your watch at the same price Rolex does but does your brand carry the same respect in that category of consumer products? What I mean to say is, let’s see if Apple is powerful enough to sell something at isn’t a “tech product”.

    • Very good point, and I agree with what you say. The reality is Apple is already a luxury brand, whether people want it or not. You don’t have to sell a phone $5,000 to call it luxury. I like to think of Apple as “affordable luxury.” That’s actually something we discussed on the last episode of Let’s Talk iOS.

      At the end of the day, you’re right. Only the market will decide whether Apple Watch is a luxury item or tech product.

      • Chindavon

        Maybe Apple can start a new hybrid trend.

    • Manuel Molina

      I live in New York, and I see a lot of people who live above their means by purchasing products, clothes, and other things that they don’t need or can afford. However, for the sake of conversation, fame, the notion that “they got it like that” or whatever the case may be, people will buy a watch or one of gold just because they can, has an Apple logo,or want to pretend that they live in a life of the rich and famous.

  • Chindavon

    Celebrities and your average millionaires will eat this up in droves. Apple knows what they’re doing in marketing this Watch . If priced below 5K, then it won’t feel/seem luxurious. Go big or go home with this one.

    • The Guy

      Celebrities and millionaires aren’t going to waste their time on a cheap $8,000 watch…thats along the price line for average joes like me, so I’ll be getting a few, but I won’t pay more than $10,000.

      • Bob

        Average joes who sell their buttholes yes.
        What average person can dish out 8k on a watch lols.

      • The Guy

        The average person who loves watches like me pay that all the time…I’m not seeing the issue here thats not very much. Most nice watches cost more than $100,000, so $8,000 is pretty much nothing, thats a little under one months income, lol.

  • A rolex will last your whole life while the apple watch will be outdated in a couple of years.
    Of course there will be people who buy it, but it’s still a point to consider.

    • Dhoklastellar Fafda®™

      A rolex also costs something like 5 times as much. Did you consider that point?

      • Yes, but still thank you for mentioning it. For, let’s say 5 times as much money, although this varies, you get a solid swiss made product, not a cheap chinese product with a premium shell (if the apple watch won’t be assembled in china please tell me — I havn’t heard about that yet).
        Ultimately, people with a little more money need to ask themselves: Do I want a premium (apple) watch which I’ll need to replace in a couple of years, or a well made traditional watch for more money which also lasts much longer?
        It’s also worth mentioning that you can get a rolex for 6’000.- (a price like the apple watch could have). Of course such a model doesn’t have gold or diamonds, but if you can go without all the bells and whistles, this is also a possibility.

      • Dhoklastellar Fafda®™

        No Apple product is a ‘cheap chinese product’. You have no idea about the business principle of Apple or it’s target demographic. Apple is a premium luxury brand. Swiss made products have their own standing, and so does Apple. People who spend money on solid gold watches do not buy the watch for the gold content, or whether it is assembled somewhere. They buy it for the status. No ordinary person drives a RR. An RR is how you let the world know that you’ve made it in life. That is what Apple is aiming at when they’re releasing a watch made of a solid gold case, with the worlds most advanced sensor tech.

      • Ok sorry, “cheap chinese products” was the wrong way to call apple products. I wanted to show that in the inside it’s mostly the same tech with all that plastic etc. that’s inside most other phones, including much cheaper phones.
        But you’re right: apple is a reputable brand with very good marketing and has certainly another target group than a cheap chinese company which sells ripoffs or whatever.

        But eventually, rich people will ask themself the question I wrote in the middle of my previous comment. If you disagree with this one, please show me your perspective. I think in the other arguments we more or less agree with each other now.

      • Dhoklastellar Fafda®™

        Rich people don’t buy their Beemers and RRs every other year. It’s the same with this watch. They will get rid of it in maybe 2 generations. Rich people, contrary to public perception, do not change their valuable purchases at the drop of a hat.

      • This Guy

        Yup..the successfully rich don’t stay rich by blowing their money all over town. Then again, even the super rich may not have as much money as you’d think. I actually have more money than Donald Trump…he’s reportedly 600,000 in debt. Of course the rich can access lines of credit easier, but the point is I have substantially less debt.

        Whatevs…the ‘money’ is all fake. Just a shell game.

  • U Kn0w What 1t 1s

    Its much different Than Rolex selling a gold watch for 20,000! Rolex has a history of making impeccably handcrafted quality designed watch. They aren’t a tech company coating a tech product in gold and trying to sell it for a premium. This goes back to what Motorola was saying about Apple… They over price everything.

    • For the record, Apple Watch Edition won’t be coated in gold. It will be pure solid gold.

      • Mike

        still a rip off

      • This Guy

        Uh…you sure about that? If it’s SOLID GOLD, it will be more than ‘a few thousand dollars’…a LOT more.

        I am pretty confident it will not be ‘solid gold’

      • Chindavon

        Solid gold. Not PURE GOLD bro.

      • This Guy

        Yeah, f*ck me…they got me confused with the marketing BS wording, and I usually don’t fall for that crap haha..

      • techfreak23

        Where is this record…? Apple has never said if it will be solid or plated, no matter what the terminology is on the website. They very well could be hiding that little tidbit until the very end.

    • Rowan09

      I’ve seen some plain metal Rolex that cost thousands of dollars. What’s so inpeccably about a Rolex that justifies the price as a brand? It’s the fact that they are a luxury brand and the Apple Watch Edition will be solid gold not coated in gold. Anything solid gold will always demand a premium price whether it’s Apple or Casio.

      • U Kn0w What 1t 1s

        Maybe you should take some time to educate yourself on how rolex’s are made before you comment or try to compare an apple product to a Rolex. I’ve had the same Rolex for 15 years and my grandpa for about 20 and it still looks beautiful and works like it was brand new. My iPhone normally breaks in under a year. Apple is known for making “gold covered turds”. It is a well known fact.

      • Rowan09

        Educate myself? I have a Casio Watch that’s lasted more than 20 years so what’s your point? If you are trying to make it seem as if a Rolex is worth the ridiculous price I would have to say it’s just like any other luxury device overpriced. I get it because a luxury item will come with an expensive price but I was speaking of gold not specifically Apple, gold demands a premium regardless of who makes the product. I still have an iPhone 3G that still works as well.

      • U Kn0w What 1t 1s

        Not a 17,000 premium lol. Apple is selling their new MacBook for 1299, 200 more than their most expensive “regular” watch at 1099… You don’t see the issue here? lol

      • U Kn0w What 1t 1s

        Do some research on Rolex before you compare it to your casio lol.

      • Rowan09

        Lol. At the end of the day the 20K plus Rolex will still just tell time like the $20 Casio with the calculator which does more

      • U Kn0w What 1t 1s
      • Rowan09

        Why would they laugh I don’t think it is? Society dictates luxury.

    • jake kneller

      Apple Also has a history of making real nice and expensive products

  • singhay559

    Anyone can sell anything as long as it’s a quality product. Not imitation or plated coating.

  • Dante Arellano

    I think apple had this time line of products sice apple back with jobs and jonny and samesung was in charge making real manufacturing then samesung tho why should i just making their dreams true i can make a like iphone and no just that i can make my line of products same as apple they had all accsess to the line from apple whata fuckkers just like microsof

  • By far the dumbest quote I’ve read in a while! Seriously? Not about tech? Guess it’s time for a hair brush company to go into the koolaide business, it’s not about hair! Unreal! The Apple watch is so overpriced for what it does. And if they think people are going to upgrade their watch every year or even every 2 they are dreaming as well. So sick of all the Apple Watch overhype.

    • Rowan09

      What exactly does it do? How is it overpriced when all the comparable watches released are the same price (unless you are saying they are all overpriced)? A solid gold watch will always demand a premium price because it’s solid gold. The quote was saying if people think it’s just about being a smart watch it won’t justify the price, but if you look at it as a time piece then it will justify the price being gold.

  • Siaka Togola

    What if they sell the edition Apple Watch at a Rolex’s price because it’s gold and it’s apple, but then every time/ every year there is a new one you just have to pay the price for a regular one, say $350, turn in your old $10,000 watch and you will get the newer edition Apple Watch. Basically a tech upgrade.

  • Oscar Perez

    As a luxury product if you can afford then by all means go for it. As a tech product it doesn’t seem reasonable to spend so much knowing that a better version may come out in a few months/years.

  • jake kneller

    I have read comments here and so many people are looking at this from just two big points no one looks at the whole luxury thing write apple is the luxery tech brand the iPhone is always the new phone most people want not all but on average how many middle school and high school students are just dieing to get there hands on the new nexus I don’t know any that aren’t texh people like my self all that being said apple is the luxery brand of tech celebrities all care there new iPhones becuase that’s just the most expensive and nicest phone none tech people know

    • Dhoklastellar Fafda®™

      You heard of something called a fullstop? It goes like this “.”

  • n0ahcruz3

    Nothing wrong with the apple watch, but I wouldn’t buy one if i need to charge it every night. My minimum will be 3 days of usage. If they achieve that, I might buy one.

  • mp

    Fair dinkum, unlike yourself I don’t wear panties. Rather in Australia they’re called Budgie Smugglers thank you.

  • techfreak23

    “You can think it’s insane, but at the end of the day, it’s not any less insane than Rolex selling a gold watch for $20,000.”

    It’s actually WAY more insane of an idea. The reason why Rolex and other watchmakers can charge so much for their watches is because those watches will last a lifetime. They will be handed down generation to generation, increasing the value of the watch, but with technology, the value of the product goes down almost immediately. They also have industry recognition for making fine luxurious watches, whereas Apple is barely entering the space.

    The Apple Watch Edition is a piece of technology. One that is going to be outdated before the year’s end. Apple would be out of their minds if they priced it at anything above $5,000. Apple still hasn’t even said if Edition will be solid 18 karat gold or gold plated nor have they stated the weight, so the price estimations with the cost of gold are off.

    Apple might be trying to get into the fashion space with Edition, but that doesn’t mean they are going to be charging near what Rolex and others charge. Apple is still a technology company at the end of the day, and the people who spend that kind of money on watches aren’t going to get the Apple Watch. They are still going to get Rolexs or whatever other luxury watches they are used to buying because of the prestige that comes along with those brands and how long they last. Apple doesn’t have that kind of notoriety in the watch industry.

    The other thing with charging that much is knowing that a second generation device is going to come out within a year and first generation will be obsolete within another 6-12 months. What happens when something fails on the device two years down the road? You can damn well bet that you are not going to be able to take it to your average watch repair shop like you would with a luxury watch. I’m sure they will offer AppleCare with it and because it’s a different category the terms will probably be different. I would hope instead of 2 years they change it to 5 or longer on the watches because yeah, let’s just go drop another $20,000 when my current one shits out…

    Apple charging $10,000-20,000 for the Edition? I don’t think I have ever heard a price prediction so far off the mark. SMDH.

    I guess we’ll have to wait until March 9th to know for sure…