Everything about the Ultra model is like this. It's pure aspiration porn made physical. It worked really well for Apple in the '00s. Their computer hardware wa

Everything about the Ultra model is like this. It's pure aspiration porn made physical. It worked really well for Apple in the '00s. Their computer hardware was expensive enough that most people wouldn't think to buy it over a similar PC. Today, Apple's phones, watches and tablets are much more commodity items (cue someone telling me the sales figures tell a different story). The economics are still largely the same now, but the perception of Apple hardware has changed. They use the XDR screen, the Mac Pro (the big boxy one) and now the Ultra series watch to create the sense of mystique.