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More than make the price reasonable, I would wager it was to anchor the Apple Watch in the "watch" category, rather than the "electronic gadget" category in peo
by jeanjogr 6y ago
More than make the price reasonable, I would wager it was to anchor the Apple Watch in the "watch" category, rather than the "electronic gadget" category in people's mind. It's not some $XXX toy for notifications and whatever. Much like watches, it is as much about functionality as it about style. Much like watches, it both exists in a expensive, luxury form and in an everyday form. You're buying a Swatch, with Rolex available if you want - not a fitibit.
- jiveturkey 6y agoon top of that, they created their own gold alloy for it. One that allowed them to use less gold at the same karat weight! For that, you paid a premium. Genius.
- sneak 6y agoThe melt value of the gold was well under $3000, for a $17000 watch. Even it it had been solid 24k 99.9 fine (I believe it was 14k gold), it would have been a small fraction of the cost, and a low volume item to boot. I doubt the custom alloy contributed significantly to their margin. IIRC most gold watches are 12-14k for durability.