Apple wants to say, not only is this the best $349 watch you can buy, it’s also the best $10,000 watch you can buy because no one can manufacture anything with the scale and precision as Apple. And they’re probably right.
Which once again brings to mind Andy Warhol’s comment on Coke and class: “What’s great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke, too. A Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the Cokes are the same and all the Cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it.”
What’s slightly disturbing is that Apple found a way to charge Liz Taylor much more for her Coke and a way for Liz to let you know it.