Bloomberg: $10,000-Plus 18-Karat Gold Apple Watch Edition Sales Fizzled After Just Two Weeks

Discussion in 'MacRumors.com News Discussion' started by MacRumors, Jul 22, 2019.

  1. MacRumors macrumors bot

    MacRumors

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    In a profile of Apple's operations chief Jeff Williams, Bloomberg's Mark Gurman has revealed some interesting anecdotes about development of the Apple Watch, which Williams has reportedly overseen since 2013.

    [​IMG]

    Months before the Apple Watch launched in 2015, for example, the report claims some employees testing the device began having allergic reactions to the type of nickel used in its casing, leading Williams to make the decision to scrap thousands of already-produced units and restart manufacturing with a different kind of nickel.

    The amount of nickel eventually included in select Apple Watch models and bands falls below restrictions set by the European Union, according to Apple:
    The report claims employees also noticed that the Apple Watch's Taptic Engine was prone to long-term failure from corrosion. In that case, Williams decided to give those few thousand watches to employees, according to Gurman.

    As for the $10,000-plus, 18-karat gold Apple Watch Edition, the report claims Apple's sales were "in the low tens of thousands" of units, with "few after the first two weeks." The line was discontinued in September 2016 after just 16 months and, humorously, the gold models are now stuck on watchOS 4 and below.

    Williams now oversees the development of all Apple hardware products, according to the report, and he is widely considered a frontrunner to succeed Tim Cook as CEO when the time comes -- the two share similar backgrounds and mannerisms.

    Article Link: Bloomberg: $10,000-Plus 18-Karat Gold Apple Watch Edition Sales Fizzled After Just Two Weeks
     
  2. AngerDanger macrumors 601

    AngerDanger

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    #2
    But the fizzling gold finishes are worth no mention save for the title?

    Oh, erm… :oops:
     
  3. rosegoldoli macrumors regular

    rosegoldoli

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    #3
    i wonder if there is overstock somewhere out there..
     
  4. costeta macrumors member

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    #4
    Apparently no one wants to spend $10,000 on a watch that’ll be obsolete in 2 years. I’m surprised
     
  5. nvmls macrumors 6502a

    nvmls

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    #5
    If you are smart enough to spend 10k on this crap, you are very much deserving the "great experience".
     
  6. sputnikBA macrumors 6502

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    #6
    We need more of this line of thought, and less of what let the MB/MBP keyboard nonsense go on for as long as it has.
     
  7. kemal macrumors 65816

    kemal

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    #7
    If you had purchased a gold Rolex, or equivalent, in 2015, it would still run the most current operating system. That is, provided you still have your index finger and thumb.
     
  8. Zen_Arcade macrumors regular

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  9. cardfan macrumors 68000

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    #9
    I remember the apple cheerleaders when this gold watch was announced. "The celebs and rich will eat this up..you just don't understand" "You're not the target." The Mac Pro disease took over.
     
  10. kemal macrumors 65816

    kemal

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    #10
    You mean, like a different isotope? /smarta$$
     
  11. JosephAW macrumors 68020

    JosephAW

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    #11
    They should have offered a gold plated version for less.

    I imagine most of the units sold were internal.

    At that price Apple should offer free logic board replacements to bring it up to series 3 or 4.
     
  12. Rogifan macrumors Core

    Rogifan

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    #12
    What’s with the click-bait? I thought MacRumors was better than this.

    Newsflash: Apple didn’t produce the gold Watch with the expectation of selling a ton of them. Heck they didn’t even talk about it on stage and never marketed it on Apple’s website. But getting it in the pages of Vogue magazine and on the wrists of a few celebrities probably didn’t hurt from a brand standpoint. Just put it down as a marketing expense.
     
  13. az431 macrumors 65816

    az431

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    #13
    Tens of thousands of units sold is actually quite a high number given the price point. That implies at least $200 million in revenue.
     
  14. Rogifan macrumors Core

    Rogifan

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    #14
    My sister still has an original AW that I gave her and wears it every day. It is not obsolete.
     
  15. az431 macrumors 65816

    az431

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    #15
    "no one" is a gross misstatement. You can reasonably argue that it was not a mind blowing success due to the price point, but "tens of thousands" is not anywhere close to "no one"
     
  16. Hieveryone macrumors 68040

    Hieveryone

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    #16
    If it sold a few tens of thousands at 10,000 a piece...that's good money right? Or am I missing something?
     
  17. mannyvel macrumors regular

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    #17
    10K USD price and 10k watches = $100m in revenue.
     
  18. yaxomoxay macrumors 68040

    yaxomoxay

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    #18
    Yep, I was going to make the same point. The gold AW was never intended to sell and make money, it was intended to make a statement through media and celebrities.
     
  19. Scottsoapbox macrumors 6502a

    Scottsoapbox

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    #19
    Because adding $200 of gold doesn't make it $9,000 better.
     
  20. konqerror macrumors 6502a

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    #20
    The subtract the cost of the raw gold, engineering, manufacturing tooling, quality test, regulatory certifications, security for the distribution network, warranty stock...
     
  21. truthertech, Jul 22, 2019
    Last edited: Jul 22, 2019

    truthertech macrumors 68000

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    #21
    The article implies that the gold Apple Watch was a flop, which is a view held by those who don't understand how marketing works. Quite apart from a failure, it was a smashing success because the point was never to sell a large quantity of gold watches, but rather to generate a huge buzz and draw attention to how the Apple Watch was in a very different category than the rest of the smart watch market, including that it could be a high fashion accessory depending on the bands, etc., you chose. Ingenious. All of that was achieved, and that initial introduction kick started the Apple Watch into the tremendous success it is today where it essentially owns the smart watch category.
     
  22. rosegoldoli macrumors regular

    rosegoldoli

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    #22
    i think it all depends on the costs of the item. Reading it only has about $640 worth of gold so i believe with the incredible mark up they mustve made profit because prior estimations said the watch should have cost $5,000 but it cost double or more than that
     
  23. Relentless Power macrumors Penryn

    Relentless Power

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    #23
    Kind of a strangely written article. The headline focuses on the title ‘gold edition Apple Watch sales’, but primarily discusses the taptic engine failure/nickel allergens, but quickly mentions the low sales of the Apple Watch Gold Edition, which seems kind of obvious given the price point. The article could easily just have discussed the other details about the Apple Watch aside from the gold watch edition based off what we already know.
     
  24. fokmik macrumors 68040

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    #24
    Like someone who took care of the first iPhone and sold it for around 10.000$ , imagine in 5-6 more years, a perfect working Solid Gold AW, will be sold around 50k...So who bought one of these and kept it in perfectly condition can make triple the money
     
  25. nStyle macrumors 65816

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    #25
    Which is absolutely nothing to Apple, especially considering it's not even a sustainable product line. Complete waste of time for them and everyone else involved. Future evolved species will look back on that moment and just shake their head at the stupidity of all involved.
     

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141 July 22, 2019