While Apple Watch Edition will not generate huge revenues, it will be a halo product for other smart watch developers.
Tony Sun, Lux Research08.14.15
Recently there have been many estimates around the sales number of the Apple Watch in the first three months since its debut. Almost all estimates point to a very small number of the $10,000+ Apple Watch Edition.
For example, Slice Intelligence estimated about 1,900 Apple Watch Editions were sold while other versions sold 1 to 2 million units in the same period of time. However, the sales figure is not an effective way to measure the influence of the significantly more expensive model. Since the Apple Watch Edition is a limited-run product, it will not generate huge revenues, but will lead to a halo product that other smart watch developers like Samsung or Pebble do not have.
Within other industries like fashion and luxury, this idea is sometimes known as the luxury pyramid – a halo product at the top of the pyramid, whose image defines the brand, and leads to mass-market sales at the bottom of the pyramid, where the real revenues are made. Apple’s branding approach h
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