High-end Apple Watches could carry $10,000 price tag: FT

Priciest models could be Cupertino’s priciest products since Lisa

Tags: Apple IncorporatedUSAWearable device
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High-end Apple Watches could carry $10,000 price tag: FT The price range points to a marked change in direction for the Watch, when compared to Apple’s core consumer electronics offerings. (Justin Sullivan/Getty Images)
By  Stephen McBride Published  March 9, 2015

The Apple Watch range, widely expected to be launched later today in San Francisco, California, could carry models with price tags as high as $10,000, the Financial Times reported.

An aluminium Apple Sport Watch will reportedly cost $350, but the premium gold edition will not come with any additional features and it is this model that is expected to carry the $10,000 price tag.

If Apple does charge such a high price for the 18-carat gold model, it will be the company's most expensive product since the high-spec Lisa desktop, which, according to FT, sold a mere 100,000 units when launched in 1983.

The price range points to a marked change in direction for the Watch, when compared to Apple's core consumer electronics offerings.

"I do see that the Watch is a move away from what is traditionally understood as consumer electronics," said Apple's head of design, Sir Jonathan Ive, at a conference last year.

In the fourth quarter, Apple showed the first signs of surpassing arch-rival Samsung, as it out-shipped the South Korean company. While figures from research firm Gartner show much of Samsung's previously leading market share was swallowed by Chinese budget vendors, rather than Apple, the US iPhone maker still posted record quarterly profits. Apple also reclaimed its crown as the world's most valuable company by market capitalisation, now frequently hitting peaks above $735bn.

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