Steve Wozniak seems to have a complex relationship with both modern-day Apple and, particularly, the Apple Watch. In an interview at the Automate/Promat Show in Chicago yesterday, Apple’s co-founder said Apple’s foray into high-end wearables marks a very different turn for the company he helped to found.
“It didn’t seem like the company we started,” he said. “That’s not the Apple that moved the world forward.”
Woz’s beef, if you can call it that, is with the ultra-expensive Apple Watch Edition.
His view of Apple’s upcoming product line seems complicated at best. At first, he seemingly dismissing Apple Watch by calling it a “luxury fitness band” and saying that he had gotten “real negative on smartwatches” — only to later turn around and describe it as a “ little piece of art.”
Art may be the right word to use for the gorgeous wearable device, but to Woz at least, it’s not art worth paying a premium for.
“I’m going to buy the Apple Watch,” he told the assembled audience, only to add that he would only shell out for “the cheapest one.” Woz’s point was one we’re likely to hear a lot from the tech crowd over the next few months. The lack of different specs between the $349 entry-level Apple Watch and its gold-plated $10,000 counterpart means there’s no point in spending more money.
Talking about the difference between the $10,000 and $17,000 Apple Watch Edition, Woz said it was “just the band.”
It’s a valid criticism to make, although to try and make sense of the price banding from an engineering perspective (which is how Woz approaches it) is missing the point. As crazy as it sounds to many of us, part of the appeal of the expensive Apple Watch Edition is its ultra-expensive price tag, despite the fact that on paper it does nothing different from the $349 Apple Watch. It’s even possible, as my colleague Leander Kahney eloquently did, to argue that the $17,000 watch might be too cheap.
Wozniak went on to note that we’ve “seen a lot of really good things” from Apple since Steve Jobs died, particularly related to larger-screened iPhones, charitable donations and a commitment to employee diversity.
However, “that’s not to say everything I’d say about Tim Cook is positive,” he said.
Source: Chicagoinno
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
38 responses to “Woz: Apple wasn’t built to sell $17,000 watches”
A stainless steel Rolex has the same specs as a solid gold Rolex. That doesn’t keep people from wanting them. Wearables bring a new set of challenges. Apple is to be credited for understanding that the fashion implications for wearables is going the be a stumbling block for tech firms. For example: if Google glass wasn’t so dorky looking, it might have been a success. Apple has realized this and has addressed the issue head on. I suspect they’ve got it right.
Comparing the same model Rolex, what is the price difference between the Stainless versus the Gold? 2 or 3 times the cost?
Compare that to the price difference from the Apple watch at 10-20 times.
Can the Apple reality distortion field compensate for that much markup? I guess we will find out soon if Apple is genius by tapping a lucrative new market of dumb people with money or is it going to be the laughing stock of the fickle fashion industry.
You cannot buy a Rolex with an aluminum body and a rubber band either. I suspect the stainless steel body with stainless steel band will be closer to the Rolex ratio, but your missing the point. The guy who wears a Gold Rolex isn’t going to wear a $500 Apple watch. The gold one is made for him. I wouldn’t buy a gold watch unless it came with a time traveling feature, but that’s me.
Your argument would be great, except for the little fact that the Apple Watch is hideous.
Fashion? Maybe, for about a month. Certainty not style.
Apple had better ship ’em quick. When the fashion statement wears thin then people won’t be buying it for function.
This has to be a joke bro. This watch looks amazing. Most designers feel that this watch is beautiful. Its the prefect blending between tech, and fashion. Unlike the Moto 360, which to me looks like a regular circular watch with tech slapped on top.
Either you must be a geek or a drug dealer if you think this thing has any style about it.
Here’s a tip. Try IWC, Omega or Dunhill.
Actually, on second thoughts don’t. Apple Watch is probably about right for you.
This guy, again.
You don’t speak for everyone so settle down. This is your opinion, he’s entitled to his.
Naw, Bro. Like I said. To me this watch looks beautiful, and new (the stainless steel version), and many luxury designers feel the same (to each his own). I just think this watch has the potential to change the face of luxury watches to come. Hell, if freakin TAG Heuer is nervous enough to now make a smart watch, things may already be changing. As for the drug dealer stuff. That comment was STUPIDITY in its purest form. But, hay! Well see what happens when the watch is released.
Sounds like you’re sold, ‘bro’. Enjoy!
Out of interest though, do you reckon it’s OK to lug it around on your wrist for the rest of the day, once the battery has died?
I’ll charge it every night with my phone, but If I buy an Apple Watch I’ll see what the battery life is like.
Many trends in fashion are hideous. Swatchs were tacky as hell in the 80’s, and people wore 5 at a time. Bell bottoms weren’t attractive even if you were on LSD, but everyone had a pair.
You know what they say about opinions, right?
So was the Lisa computer fine to sell for $9,995($23,000 in 2015) in 1983? Or what about the TAM? Apple is still selling the Sport starting at $349 to the masses, which is always an option. The Sport doesn’t work any different than the Edition version.
I understand why the mostly male Tech reporters, can’t grasp the fashion aspect of the watch. They just don’t get the idea of having something that makes you FEEL a certain way. It’s something that can’t be captured in a spec or quantified in a marketing blurb.
With this being Apple’s most personal product, it makes sense that it offers variations in sizes, color, style and materials. So you can personalize it to fit your life. Android fans should understand that aspect the most. Most Android smart watches are just devoid of options, which is an area where they should excel. It’s like Apple and Android have reversed roles in the smart watch area.
If at the time there was a $650 Lisa computer with a different color casing being sold along side its $10,000 shiny counterpart, you might have a point.
Android smart watches are not devoid of options, you can get all shapes, sizes and colors and they use standard sized watch bands so you can customize them with any of a million different watch bands already on the market.
Yeah, but when TAG Heuer starts making Android Wear watches, I’m sure they will cost as much, or more than the Apple Watch Edition. Hell, there watches with just a little rose gold in them cost more than $14,000.
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Irrelevant for decades billionaire says something.
Was it built to sell $700 phones?
“Woz: Apple wasn’t built to sell $17,000 watches”
Indeed not… no more than Tesla wasn’t built only to sell their Roadster, nor Mercedes-Benz only their 12-cylinder S600, nor even Apple only its fully tricked-out Mac Pro for $10k . But sell some they will, even as they offer lower-cost alternatives to “the rest of us.” It’s smart marketing on Apple’s part to offer an expensive variant to those who have the coin and want the status… or who just love the look and feel of gold.
Woz: “Apple shouldn’t sell people what they want. Apple should be ashamed to offer the same functionality in a $350 watch as a $17,000 watch.” Woz, you’re an idiot.
What’s the matter with this man? Apple wasn’t built to sell iPhones, either, but it’s doing a pretty good job of it. What a company doesn’t know, it can learn if it’s willing to take time and effort to do so. Woz would never have been able to build a company without Steve Jobs. Woz is too narrow-minded and doesn’t seem to see the big picture. I don’t know how many $17,000 Edition models will be sold, but Apple is offering to those who are willing to spend money. What’s wrong with that? Who is it hurting? If it doesn’t sell all that well, Apple isn’t going to go into hock over it. I think it’s worth a shot selling it in a place like Dubai, Rodeo Drive or any other place where people don’t mind tossing money away on baubles. Sorry, but I don’t know places where the rich go because I’m just a poor, retired stiff.
This website is appropriately named.
“The lack of different specs between the $349 entry-level Apple Watch and its gold-plated $10,000 counterpart means there’s no point in spending more money.”
Gold plated? No, it’s SOLID 18K Gold.
When it comes to solid gold watches, prices are up there and a lot of it has to do with limited production, cost of materials/mfg, and then dealer markup. The jewelry industry has huge markups, and since they probably have to sell the Gold Watches through premium jewelry stores, they probably have to give them hefty markups.
If you buy a diamond ring, etc. they have 75% margin, so they can still make a profit if they sell it at 50% off MSRP. The Gold Apple watch is probably going to have a bigger margin to satfisfy the jewelry stores that are going to carry it since they aren’t going to sell the Gold watches at places like WalMart or Target.
Plated.
no the band is solid 18k gold.
(18k gold is not as pure as say 24k. The other stuff in it is a special Apple mix to make it very strong).
the Verge quoting apple : “a solid gold case and buckle — which Apple says is up to twice as hard as standard gold”.
So, standard 18k gold then.
The difference is a traditional gold watch doesn’t lose it’s value. The Apple watch however will be obsolete next year when the Apple Watch 2 comes out with a GPS sensor and a battery that lasts twice as long.
Many of Woz comments make no sense. I respect what he did in the past, but unfortunatelly he keeps critizising Apple without something substantial or insightful to support the comments.
Real luxury products last for ever. If I were to spend thousands of dollars on a “luxury” watch I would expect that to last forever, too. This watch will be obsolete in four or five years. First, it will become woefully underpowered in comparison with newer versions then “out of support” and finally incompatible with whatever phone technology is prevalent then. An expensive product? Yes. A fashion item? Yes, while it’s new. Luxury? Definitely not.
(As an aside – In the watch world, Rolex is just regarded as bling, so perhaps those comparing the iWatch to Rolex are right after all.)
Err… Apple II were sold for 1000$ when competitive products, with much better hardware, were selling for half. So I don’t see the ideological diff.
If people are willing to pay, Apple will sell. Woz lives in some social bubble so deep, he doesn’t know what was going on in a company he co-founded, from day 1.
somehow, I love him for it :)
It’s even possible, as my colleague Leander Kahney eloquently did, to argue that the $17,000 watch might be too cheap.
Vacation time. He’s hurt his brain. :)
Who cares what he has to say. Blah blah blah.
I must be one of the few people in this world who uses a Mac, iPhone and iPad that is not very impressed with the Watch. The style reminds me of calculator watches from the 80s. I don’t think it will last too long as in “fashion”. Even the cheapest version doesn’t pass cost/benefit ratio for me personally.
If you pay $17k for the Edition, just remember it’s a tech device. Better hope Apples gold patent doesn’t reduce the rate you will get from smelters cause in a few years that’s all it will be worth.
Anyone else getting tired of hearing Woz open his mouth?
Nope, always good to hear a voice of sanity cut through the noize the fanz make.
This from a guy who tells the world via Swarm app his airline gate number and flight information … for every single flight. Woz, don’t you have better things to do?
Woz, the company you started first made computers with wooden cases. Of course it isn’t the company you started. You moved on, why can’t Apple?
Apple wasn’t built to be a phone company either.