The only difference between the Edition and a SS watch is the case, and the Edition does not even have a metal band. That case alone is not really worth $9000. But I know why Apple price the Edition at $10000. They want the Edition to be a status symbol for the brand. They don't care about selling them in quantity. It is like the Lexus LFA, or the Acura NSX. It's the halo effect on the brand, not the actual profit they bring. If Apple want to maximize profit there is a much more effective price point than $10000. You see, people who can afford this watch have a lot of money, so for them this is just another watch next to their Philippe Patek collection. The last thing Apple want is to sell the watch to the people who can barely afford it, and because it represents such a large investment to them they would b*tch and moan if the watch is not absolutely perfect in every detail, which nothing in their first generation is. And tens of thousands of people b*tching and moaning about your top of the line model is a sure way to tarnish the brand. So I think Apple marketing is very smart to price the watch the way it does.