Apple is really going after rich buyers with a newfound greed... Of course the $10,000-$17,000 price is ridiculous for a product that likely costs around $1,000 to produce but to top it off in order to get an extra year of service Edition buyers have to spend $1,500 on AppleCare. Ding it? It's $1,000 for each service on top of the $1,500. Get a grip, Apple. The Edition is still the same Watch deep down. This is priced stupidly high for stupidity's sake.