As Apple’s chief executive, Tim Cook, prepares to reveal the few details not yet known about the Apple Watch tomorrow – the price, the battery life, when it will hit the shops – some are already predicting a flop.
It will weigh the company down, they argue, and the solid gold version aimed at the very rich will tarnish a brand that promises “affordable luxury”, turning it into the preserve of rich fashionistas who wouldn’t be seen dead with last season’s $2,000 handbag – or $5,000 smartwatch.
“Apple needs a new product to reduce its reliance on one core product, the iPhone,” David Goldman, CNN’s technology editor, said in February. “It won’t find that with the Apple Watch.”
At a mooted starting price of $350, he argues, it’s pricey – but not truly beautiful, uncompelling and, in any event, likely to be updated in a year.
In fact, that $350 price tag makes it the cheapest new category Apple has ever introduced – the original iPod, in 2001, was $399. (There was the $299 Apple TV set-top box, but that was always something of an afterthought.) (Read more about the Apple watch turning the company into a 1 trillion dollar company HERE)