I totally understand everything you've just said. That's fine. What I'm trying to get at is how uncomfortable I am with the way the brand is being positioned.

I totally understand everything you've just said. That's fine. What I'm trying to get at is how uncomfortable I am with the way the brand is being positioned. I'll pay top dollar/pound for quality/best-in-class/design products. I won't pay to be a part of some luxury Apple branding exercise. And that's what this feels like. I'm arguing this on a branding level. Sure, I can go an buy the $299 whatever-metal version of a Watch, and someone else can go buy the $10,000 version. That's great. Everyone wins. In my view the brand suffers. It becomes LESS cool. The person paying $10,000 isn't paying for a chronological masterpiece ... a technical tour-de-force ... THAT is cool. The person paying $10,000 is paying for a bejewelled version of what everyone else has. Sorry, boring and tacky and unexciting and has been done to death already by customizers. I don't want to be associated with that. I thought Apple were "designed by Apple in California". Sounds like it might as well be "designed by Apple in Bangkok". But it's cool, it's not important, I get that I'm just pissing in the wind really :) But I thought this kind of stuff was important to Apple. Guess it's not.