Apple to Promote Gold Smartwatch with Sycophancy

The apple Watch is available in thee models (pictured left to right): Apple Watch Sport, Apple Watch, and the $10,000 Apple Watch Edition.

The apple Watch is available in thee models (pictured left to right): Apple Watch Sport, Apple Watch, and the $10,000+ Apple Watch Edition.

Apple is rolling out the red carpet for its gold Apple Watch customers, reports Joshua Barrie in a Business Insider article. The company will be elaborately pampering those individuals who are interested in buying the luxury version of its smartwatch, which could cost as much as $17,000 USD.

The company has set up a special Contact Center Edition Team to assist callers who are interested in the gold smartwatch – called the Apple Watch Edition – and is also launching a dedicated customer support line for gold Apple Watch buyers. Customers will also get to skip the line at Apple stores; they will have the option of enjoying private appointments with sales representatives; and they’ll also have the option of buying the gold smartwatch via video conference, enjoying a “Virtual Personal Setup”. Storegoers, meanwhile, will have access to “comfy chairs”.

To some it will sound like a bit much, but it makes sense from a marketing perspective. With the gold-plated version of its flagship smartwatch, Apple is aiming not just at rival smartwatch makers but also at traditional luxury watch makers, and as such, the company wants to position its product not just as a mobile tech item, but as a luxury accessory. According to Barrie, Apple says the gold version of its smartwatch is “technology becoming seductive,” and, as Jean Baudrillard said, “Seduction is always more singular and sublime than sex and it commands the higher price.”