I wonder if Tim Cook's embarrassment is a tell; a sign that Cook didn't want to make a gold watch. That the Apple Watch Edition is a vanity project for Jony Ive, a luxury watch aficionado who rides in a Bentley to work every day. A $10,000 watch (or even $17,000, the highest priced model) is not Apple. While the company is often criticized for selling products at prices higher than competitors, Apple has always backed these prices up with higher quality and better design. Apple has never been a company of bling, and the Apple Watch Edition is bling, nothing more.
Given the many times he has talked about form following naturally from function, I thought Ive had more taste than to design an ostentatious display of wealth. Then again, in the recent New Yorker profile of Ive, his “friend and former London colleague” Clive Grinyer did say that Ive has “always been a bit bling.”