14 DAY TRIAL // Apple unveiled what it called the Apple Watch “Spring Lineup” at the company’s iPhone SE launch event on Monday, and although this sounds like a pretty important product refresh, it’s nothing more than a bunch of bands that are now available to the public.
Cupertino also publicly released a new WatchOS software update, although the company hasn’t even mentioned it during the press conference, as well as a $100 price cut in the United States.
But what’s more interesting to notice is that Apple is now working to make the Watch available to as many buyers as possible, leaving behind one of the pioneers of the lineup from the very beginning: the super expensive $17,000 (€15,200) gold-made Apple Watch Edition.
Apple has only rarely talked about this model and the company instead focused on the more affordable model, clearly suggesting that the focus isn’t necessarily on exquisite models, but on the version that everyone can afford and buy.
And this whole new rather reticent approach towards the Watch Edition also reflects in changes that Apple has made to its website, with the gold version now hidden deep in its page.
No more gold watches in stores
As 9to5mac noticed, it’s actually hard to discover the Apple Watch Edition on the company’s website and unless you click on several links, it’s nearly impossible to discover this super expensive device. Furthermore, it appears that Apple is now pulling gold watches from stores, as interest in these models is significantly dropping.
Without a doubt, the Apple Watch Edition isn’t selling in big numbers, but while the Cupertino-based firm initially advertised the device a lot, it now seems that a change of approach is taking place and it’s more into more affordable models for the general market.
Does this mean that the Apple Watch Edition would be abandoned? It’s certainly impossible to tell for sure at this point, but since Apple is slowly making it harder to notice, it’s very clear that a change of strategy is happening right now.
What’ll be interesting to see, however, is whether the second-generation Apple Watch will come with gold version too and if it does, whether the iPhone maker still uses it as essential marketing material for the lineup. The new Watch is expected to launch either in the fall with the iPhone 7 or next year in the spring.