Earlier quoted context omitted.
Apple Watch was very much marketed as a fashion accessory first. That didn’t work. Au contraire, that was _vital_ to shifting the public discussion. Right at the beginning, public sentiment was "what? >$400 for a watch? are you crazy?" To stifle that thinking, Apple brilliantly went for the fashion accessory approach and announced the absurdly high-end Watch Edition at >$10,000 ... suddenly discussion went from "$400…
At ten grand for a watch your competing with Rolex which doesn't become obsolete in a few years
Offering a handful of $10,000 Watch Edition probably segued into $1B in profits from associating the product line with high fashion. Nobody is ashamed to wear an Apple Watch with a 5-digit suit.