http://uk.businessinsider.com/analyst-apple-watch-is-profitable-2015-4?r=US Have a read at this article on business insider. Makes a lot of sense, and sits in line with what I have heard a few people say on these forums. The summary (if you cba reading) is that they believe apple made up the stock issues to test the water with their new product to see what variations would prove to be most popular. This explains the 2 week lead time from pre-launch to launch for me, and also the change of wording last week on the store too. What's your thoughts?