I’m loving the Titanium finish on my news Series 6. Which got me thinking...
The Edition costs $100 more than the Stainless Steel model in the same size, with the same band. But it comes with a special, additional sport band ($49 value) and the wall adapter ($19 value) which means the cost to “upgrade” materials is only around $30. Apple is surprisingly low key about both of these items being included with the Edition watches, and while I’m sure some people prefer the look of Stainless Steel, the jump seems easier to make than ever.
It’s interesting to me that the Edition has changed the way it has over the years. I understand it was meant to be a changing collection of special finishes and options for a smaller group of customers. The original gold Editions seemed to do their job of creating a halo effect and getting it marketed in the fashion world. Ceramic was an interesting alternative, same with Titanium. But what are Ceramic Series 5 owners thinking now? Skip Series 6 (probably the best option for many)? Switch to Titanium (a totally different look) just to stay in the “Edition” line? “Downgrade” to Steel or Aluminum? Upgrade laterally to Hermes? I was worried Titanium wouldn’t be offered this year, and now that I have it and love it, I’m wondering what my options will be when I want a new watch in a couple of years.
All in all an OK problem to have, but it’s so different from iPhones, Macs, etc. where, even if you hold onto a product for five years or step away from the Apple ecosystem for a while, there will probably be a comparable product offered when you want another one.
Maybe this just highlights the difference between selling a tech gadget and selling a fashion item, and the weirdness of selling a product that is kind of both.
The Edition costs $100 more than the Stainless Steel model in the same size, with the same band. But it comes with a special, additional sport band ($49 value) and the wall adapter ($19 value) which means the cost to “upgrade” materials is only around $30. Apple is surprisingly low key about both of these items being included with the Edition watches, and while I’m sure some people prefer the look of Stainless Steel, the jump seems easier to make than ever.
It’s interesting to me that the Edition has changed the way it has over the years. I understand it was meant to be a changing collection of special finishes and options for a smaller group of customers. The original gold Editions seemed to do their job of creating a halo effect and getting it marketed in the fashion world. Ceramic was an interesting alternative, same with Titanium. But what are Ceramic Series 5 owners thinking now? Skip Series 6 (probably the best option for many)? Switch to Titanium (a totally different look) just to stay in the “Edition” line? “Downgrade” to Steel or Aluminum? Upgrade laterally to Hermes? I was worried Titanium wouldn’t be offered this year, and now that I have it and love it, I’m wondering what my options will be when I want a new watch in a couple of years.
All in all an OK problem to have, but it’s so different from iPhones, Macs, etc. where, even if you hold onto a product for five years or step away from the Apple ecosystem for a while, there will probably be a comparable product offered when you want another one.
Maybe this just highlights the difference between selling a tech gadget and selling a fashion item, and the weirdness of selling a product that is kind of both.
