Maxfield on the other hand got access to an incredibly cool new product to offer exclusively to their elite customer base -- but instead, they got the same old pedestrian Apple techie crowd none of whom likely ever stepped into Maxfield before, nor will likely step into the place again. And in the process it disturbs their understated discreet business model, likely keeping regular big spending customers away.
So it seems like everybody loses here. Apple is getting a black eye as Maxfield, with Apple's oversight, allowed resellers to blatantly buy the only store stock available anywhere and sell them for over twice the retail, and Maxfield is having to deal with daily lines of atypical customers around their store, extra security, etc. likely keeping their regulars away. I just don't see how nobody saw this coming. Nor, why anybody thinks this going well. I'm not sure this is the reputation Apple hoped to cultivate in the fashion world with their watch.