The Prices were about what I expected from Apple with the new fashion theme, I can see where they are priced just to the edge of the majority of families (most of them make enough to afford an Iphone on a plan ) They have to pay bills, taxes, car payment, insurance, house and etc. but with tax return they could pull off the sport. For my area I have a ok job, 20+ per hour, profit sharing, etc. so I'll be buying the sport 1st version, just because I want it. but it will probably be the last one, I waited to upgrade to the Iphone 6 until the watch info was released, and now it has I am going keep my 5s and look more strongly at gear and gear s. seems like more average people friendly and not the preferred people