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Apple Watch Edition: What Your $10K – $17K Purchase Will Get You

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With less than two weeks until the “demo launch” of the Apple Watch, word is finally getting out about the special treatment that those who opt for the top-end, gold Apple Watch Edition will get in addition to having a really impressive gold smartwatch.

9to5Mac blogger Mark Gurman notes that “Apple has created a different purchasing path for potential Edition customers, one that ‘is intended to be extremely personal, elegant, and purposeful.'” That experience at the Apple Store will be guided by an Apple Store Expert who has received specialized training in working with clientele who are used to the treatment they get when staying at luxury resorts and spas, purchasing high-end automobiles, or trying on custom-tailored clothing. Once their limo drivers have dropped them off at an Apple Store, Apple Watch Edition purchasers will receive:

Longer, private appointments: Up to an hour, with up to 30 minutes for just trying on the Apple Watch Edition and admiring it… The rest of the unwashed hordes will be 5 to 15-minute appointments.

Only two Watches at once: Customers will have the opportunity to try on two gold models at once, although employees can make a judgement call based on store security on whether or not to bring out a third Watch Edition. If a client would like to compare the Edition with a cheaper model, the Expert will ask another Apple Store employee to bring several Watch or Watch Sport models out on a special “caddy”.

Special try-on station: The stores that will have the Apple Watch Edition will have a special try-on station with a pair of stools for the customer, a try-on mat (similar to what you see in jewelry stores), and an Edition demo kit holding the watches. Gurman says that if a customer decides to purchase the Edition, there are two ways of setting it up — in-store with the same Expert or through the new Virtual Personal Setup program.

Virtual Personal Setup: Once the Edition customer is back home at the mansion, he or she can have a video conference with an Apple Store employee to learn about the Apple Watch. This service will be available to both Apple Watch Edition and Apple Watch (stainless steel) buyers. The Apple Watch Edition buyers get a dedicated 24/7 support phone line to call. Two years of that dedicated support staff is supplied with the purchase, or three years with AppleCare+.

Contact Center Edition Team: This team offers a telephone-based personalized pre-sale experience to Edition customers, and customers can also call a dedicated number to schedule on-demand setup.

Courier-To-Store Program: Not all stores will have Apple Watch Edition on hand; Apple says they’ll only be in the company’s “largest markets” at first and will eventually roll out to the other stores. However, the Edition can be ordered online and delivered to any Apple Store using a Courier-To-Store program. A courier will deliver the Edition for try-on and purchase.

No waiting in line: Anyone who has waited in line for a new Apple product can attest to the value of being able to skip the line completely, which is what you’ll be able to do if you’re planning on buying the Watch Edition.

It’s up to you to determine whether the gold cases and special service are worth the extra cost of the Apple Watch Edition, or if one of the aluminum Sport Watch or stainless steel Watch versions is more worthwhile.

Steve Sande
the authorSteve Sande
Contributing Author
Steve has been writing about Apple products since 1986, starting on a bulletin board system, creating the first of his many Apple-related websites in 1994, joining the staff of The Unofficial Apple Weblog in 2008, and founding Apple World Today in 2015. He’s semi-retired, loves to camp and take photos, and is an FAA-licensed drone pilot.
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  • Fortunately, I’ve yet to eat supper. If I had, I’d probably be tossing it up reading just had silly Apple’s pandering to the idle rich has become. Tacky and tasteless raised to the Nth degree.

  • “Guzman says that if a customer decides to purchase the Edition,”

    Steve. Who is Guzman?