Books I have co-authored

Apple don’t understand the luxury market – the $17,000 Apple Watch Edition could damage Apple’s brand

The $17.000 Apple Watch Edition in rose gold

There are two fundamental flaws in the way Apple have positioned the $10,000 to $17,000 Apple Watch Edition. First, a luxury product that will be obsolete after one year contradicts the luxury market’s fundamental logic of permanence and long lasting value. Instead, the Apple Watch Edition risks being perceived as an ostentatious display of money today, and an embarrassingly outdated item after […]