Think Apple Vision Pro is expensive? Don’t forget the $17,000 solid-gold Apple Watch
Pre-orders are now open for Apple Vision Pro, starting at $3,499. While the device’s price may surpass that of many competitors, it remains significantly more affordable than Apple’s now-forgotten 18-karat gold Apple Watch, which reached up to $17,000—equivalent to the cost of four Apple Vision Pro headsets.
The $17,000 solid-gold Apple Watch, which Apple stopped software updates for with watchOS 4.3.2 in 2018, is now obsolete, but at the time, it was seen on the wrists of some of the most popular celebrities including Beyoncé, Kanye West and fashion designer Karl Lagerfeld.
The introduction of the 18-karat gold Apple Watch was a strategic move by Apple to position itself in the luxury market segment. The use of precious materials and a higher price point set the Apple Watch Edition apart from the standard aluminum and stainless steel models. However, the 18-karat gold Apple Watch Edition was eventually discontinued. Apple shifted its focus in subsequent iterations of the Apple Watch, offering a more diverse range of materials and designs, while maintaining a strong emphasis on technology, health, and fitness features.
The 18-karat gold Apple Watch Edition, though a symbol of luxury, did not perform well in comparison to other Apple Watch models. With a high starting price of $10,000 and reaching up to $17,000, it remained an extremely niche product, only appealing to the affluent who were willing to invest in a device that now holds value mainly for the gold it is plated with.