From high-end to luxury, starting with Apple Watch

Apple watch three kinds of material series

On March 10, according to foreign media reports, Tim Cook and other members of Apple's team introduced several new products in Monday, with Apple Watch not stunning but surprising. Apple Watch the price between 350 U.S. dollars (2588 yuan) to 17000 U.S. dollars (126800 yuan), the Collector edition (Edition) Price of 10000 U.S. dollars (74800 yuan). The collector's version of the price has not lost hundreds of Patek and Rolex and other first-line luxury brands of mechanical watches. The biggest difference is that the mechanical structure of the Patek is in pursuit of mechanical structures that maximize the energy required to absorb the vibrations, and that Apple's smart watch is charged at least once every 18 hours.

Another notable luxury endorsement is the first time Apple has looked for a spokesperson. Like any luxury item. The spokesperson for this launch is the supermodel Kristi Du. She ran a half marathon in Tanzania with Apple Watch. She talked a lot about how Apple Watch helped her finish the game.

Apple has tried to build itself into a luxury company years ago. But anyway, Apple's consumer products cost us a few months ' wages. But Apple Watch is not the same, every 100,000 of the price even if the money, in the face of such a rapid elimination of electronic consumer products also difficult to go to hand it. For the working-class is the Arabian.

The new Apple Watch has all the makings of a luxury brand. Gold mosaic, elegant, high price, cultural atmosphere and high-end rare earth materials. With the Apple brand, steel is not steel, but Apple steel, more than many times the other steel. This is the biggest ingredient of luxury goods. LV's artificial leather is not artificial, the name of the special material is more superior than the real leather; Swarovski's crystals are not ordinary glass, but the unique glass of the cutter. This is the value of luxury goods, no matter what the material, my brand, my craft is going to let the price of products over a few times.

Of course anyone who wants to own any Apple product, such as Apple Watch or MacBook, is understandable. The intangible value of fashion elements and crafts is counted in the price. These products can not be denied the promotion of personal image. But the worry is that Apple will not be completely away from the image of High-tech companies, but to the luxury brand route. That would be a sad change. Apple no longer launches revolutionary innovation, giving rise to similar concerns.

Apple's takeover of Beats today seems to have another layer of meaning. So it seems that Apple was not buying the headphones themselves. Beats has unparalleled brand and design, these elements have excellent premium capabilities. The combination of fashion and technology is what the post-jobs era has been pursuing.

Apple's press conference today highlights Privilege (privileges), gold (gold), Apple Steelcompany, and the company. The Conference first stressed the opening of the 21st Apple flagship store in China, followed by medical applications in China's medical institutions Xuanwu Hospital was invited to participate in the last Chinese application of micro-letter became the protagonist of the introduction, micro-blog has become a built-in application. Like Chai said, it's the smell of money. Perhaps the Apple iphone 6 tasted the sweetness of the Chinese market, so the more in-depth understanding of China's tyrants preferences launched a sky-high smart watch, even Cook began to stress 18K such things. Just as Samsung wants to be the Chinese people's favorite enterprise, Apple will be the Chinese people's business.

And for those of us who are cynical? There may be two paths ahead: one is waiting for Apple to watch in the market, and the other is because your family, friends and bosses have it, and its remote access technology will force you to start a few years later. This is the magic of the ecosystem, and the foundation of Apple's ecosystem is already very solid.

The second situation we face is somewhat like the development curve of smartphones. But now we may not just talk about specifications, but also talk about materials, this is a new era of technology. Future competition may not be, CPU speed, memory size, but fashion, durability and Seiko carved luxury elements. These products will give users a strong sense of pleasure, the cultural value behind it far wins the technical value. To really understand any future Apple fashion products, this should be just the beginning.

Of course the price of more than 2000 yuan sports version is acceptable, but only if you already have the iphone, because leaving the iphone is basically a can only see the time "only" watch. But the 2000-dollar purchase of Apple products is no longer a big feeling because it's the lowest-end product.

Apple's press conference today is full of class implications. As the Wall Street Journal says, Apple is now the most coveted luxury brand in China. In this case, Apple has achieved nearly two years of desire and clearly established itself as a luxury brand image. Of course, over time, Apple Watch will be as cheap as the iphone, eventually accepted by the middle class, but that would be the popular version of Apple's products. Today, for the first time, we see a new Apple model, a pattern that moves toward the top of the wealth curve. 100,000 yuan, this should be just a starting point. The future use of the best Apple products will be a real privilege.