When Apple launched their first generation Apple Watch, they made a luxury version of the device made from gold that started at $10,000 and went up to $18,000. This high-end model was part of Apple’s strategy to position the Apple Watch not just as a tech gadget, but also as a fashion statement and a luxury item. The gold Apple Watch Edition was aimed at affluent consumers who were willing to pay a premium for exclusivity and status.
Apple announced their second generation smartwatch yesterday and also an updated version of the original Apple Watch. The new models come with improved features such as better water resistance, a faster processor, and GPS functionality. These enhancements make the Apple Watch more appealing to fitness enthusiasts and tech-savvy users alike.
Discontinuation of the Luxury Apple Watch
It looks like the company has decided to cancel the luxury versions of its smartwatch as they are no longer available on Apple’s website. This move suggests that Apple has shifted its focus away from the ultra-luxury market. The decision to discontinue the gold Apple Watch Edition could be attributed to several factors.
Firstly, the market for luxury smartwatches is relatively small. Traditional luxury watch buyers often prefer established brands like Rolex, Patek Philippe, and Audemars Piguet, which have a long history and heritage in watchmaking. Convincing these buyers to invest $10,000 plus in an Apple Watch, a product from a tech company, was always going to be a challenging task.
Secondly, the rapid pace of technological advancements means that smartwatches can become outdated quickly. Spending a significant amount of money on a device that may be obsolete in a few years is not an attractive proposition for most consumers. In contrast, luxury mechanical watches can last for decades and even appreciate in value over time.
Apple’s New Strategy
By discontinuing the luxury models, Apple appears to be focusing on making the Apple Watch more accessible to a broader audience. The new Apple Watch Series 2 and the updated original model are priced more competitively, making them more attractive to a wider range of consumers. Apple has also introduced new materials and finishes, such as ceramic, which offer a premium feel without the exorbitant price tag of the gold models.
Additionally, Apple has partnered with well-known brands like Nike and Hermès to create special editions of the Apple Watch. These collaborations allow Apple to tap into different market segments and appeal to consumers who value both functionality and style. The Nike+ edition, for example, is designed for runners and athletes, while the Hermès edition combines high fashion with cutting-edge technology.
The focus on health and fitness features is another key aspect of Apple’s new strategy. The Apple Watch Series 2 includes built-in GPS, improved water resistance, and a brighter display, making it a more compelling option for fitness enthusiasts. The watchOS updates also bring new health-tracking capabilities, such as the Breathe app, which encourages mindfulness and relaxation.
In conclusion, while the luxury gold Apple Watch Edition may no longer be available, Apple’s decision to discontinue it reflects a strategic shift towards making the Apple Watch more appealing and accessible to a broader audience. By focusing on functionality, affordability, and strategic partnerships, Apple is positioning the Apple Watch as a versatile and essential device for everyday use.
Source The Verge
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