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The Ultra looks great and the price is better than I expected. Pretty sure I'm going to upgrade to the second generation next year. For now my Series 4 is still going, battery life starting to slip a little but think it will be fine for the year.
 
Apple is really serving this niche well but… why?

I just don’t understand why they want to target this small segment of the market so badly?

Seems out of step with their heritage and like something that will lose them a ton of money in the long run…

Because the Garmin watches must be selling well, the bean counters have detected a disruption in the force.
 
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