Apple Watch Edition buyers said to get premium support for their $10,000+ purchase

It's not terribly surprising to hear that Apple's planning to roll out the red carpet for Apple Watch Edition buyers. The solid 18-karat gold casings that will demand from $10,000 up to $17,000 are reportedly going to come with premium perks for customers, including private appointments in Apple Stores and a dedicated support line.

According to 9to5Mac, the perks are many:

Longer, Private Appointments: Apple plans to complete in-store Apple Watch Edition purchases during special appointments within a dedicated, private Apple Watch Edition try-on area. The Apple Watch Edition will have its own try-on table separate from the Apple Watch and Apple Watch Sport, and the purchasing process will last up to one hour, including 30 minutes for simply trying on the highest end Apple Watch. (There will be 5 to 15-minute appointments for the other models.)Virtual Personal Setup: Apple will allow a customer to video conference from home with an online Apple Store employee to learn about the Apple Watch. This program will be offered to both Edition and standard stainless steel Apple Watch buyers. However, Apple Watch Edition customers will be given an exclusive, dedicated Apple Watch Edition phone line for two years of 24/7 technical support (in English). With AppleCare+, this is upgraded to three years.No Waiting In Line: Unlike stainless steel Apple Watch and Apple Watch Sport customers, those seeking to buy the Apple Watch Edition will not have to wait in a line. Sources say that potential Edition buyers will have priority access to assistance, effectively skipping the line of other waiting customers. Experts will be able to help a couple of customers try-on Watches simultaneously, unlike standard employees who will simultaneously help as many stainless steel and Sport customers as necessary.

In addition, Apple Watch Edition and steel Apple Watch will have a "virtual personal setup" option to allow the new owner to engage in a video chat set-up of their new smartwatch. And even though the luxury-level Edition won't be available in every store, the appointment necessary to try one one will summon a courier to bring the fancy gold watch to the store. One thing to note, regardless of the Apple Watch model you're considering, is that Apple won't be offering business pricing, financing, or bulk-purchase discounts at launch.

Those that aren't looking to spend several thousand dollars on an Apple Watch, however, can expect to still get the standard 90 days of complimentary support and a 1-year hardware warranty with the base model $375 Apple Watch Sport. AppleCare+ will also be available for all Apple Watch models, adding a year to warranty coverage and providing accidental damage coverage.

If you're looking for an Apple Watch that's not on the "gently-used car" side of the pricing spectrum, Apple will still have a watch-buying system set up for you. Customers looking to buy an Apple Watch in-store will be taken to a display table with an array of Apple Watches inside on display with demo screens running. Drawers locked by employee-held RFID keys will store the actual Apple Watches used in try-on in special charging docks. Try-on watches will also be running a demo loop, though the "taptic" feedback engine will be enabled so customers can get a feel for what they'll be feeling. Once a customer's picked out a watch, they'll be able to use the Personal Setup stations in Apple Stores to get their watch set up and paired with their iPhones.

Apple Watch in-store previews and pre-orders are kicking off on April 10, with sales and shipments starting on April 24.

Source: 9to5Mac (Edition perks, Sales proceess, Business sales)

Derek Kessler

Derek Kessler is Special Projects Manager for Mobile Nations. He's been writing about tech since 2009, has far more phones than is considered humane, still carries a torch for Palm, and got a Tesla because it was the biggest gadget he could find. You can follow him on Twitter at @derekakessler.

  • So much for treating customers from all facets of life the same Timmy. "Around the world, we strive to treat every customer the same -- regardless of where they come from, how they worship or who they love." Edit: In his defense he never did mention wealth in his quote...
  • Hahahaha, Ok, that's a good one!
  • I'm glad I'm not the only one who finds Apple a bit stuck up and disingenuous lately. I don't see as there is any defence against the argument that the Edition Watch is both wildly overpriced and a type of product that the "old" (Steve Jobs) Apple would literally never have done. I think the whole concept goes against everything that they supposedly stand for.
  • What do you mean lately? Sent from the iMore App
  • Amusing attempt at trolling, but as you no doubt know, customers who spend more *always* get preferential treatment - from airlines to casinos to zoos and everywhere in between. Cook was arguing that customers of equivalent services deserve equal treatment. You pay more, you get treated better. You pay the same, you get treated the same. *That* is the fundamental principle Cook was after, and you would have to be deliberately obtuse to think otherwise. Or maybe you honestly don't understand - in which case I look forward to your next comment blasting "Dougy" for letting first class passengers get more frequent flier miles than coach passengers on his airline. Sent from the iMore App
  • You're talking about paying for established tiers of services. That's not what this is. Apple store is a store like any other store. No matter if you're payjng for a phone case or a new MacBook pro you wait on the same line. If there is a shift in policy. Apple should post all the different tiers online and have 5 or so different lines for the groups of products they sell. Btw Cook was talking about gay and other LGBT groups being able to be legally treated differently in the name of religion. Not how much they were spending or any of that other nonsense you stated was his message.
  • Equality. That was his message. Not spend more get treated better.
  • If you think that this is anything to do with equality than you don't understand the meaning of the word at all. Sent from the iMore App
  • The man said we strive to treat every customer the same. This rumor isn't match with a statement Cook made a couple of days ago. It's treating customers differently based on how much they're spending, treatment based on their financial class in this case. . That is a equality issue, even if you'd argue it makes business sense. It's not on the scale of racial, gender, religious, LGBT, etc but it's something. That's all I pointed out. Dev made up a message that was not even remotely in Cook's statement. Doesn't matter to me personally. I have a MacBook Pro Retina, iPhone 6, iPad Air 2, and Apple TV. I don't wear watches and Apple hasn't compelled me to start. Besides, first gen Apple products are often not too future proof.
  • When you buy the Edition you get a different watch AND a different service (assuming the rumour is true). If they discriminated against certain people and didn't allow them to buy the Edition watch, then Cook would be a hypocrite.
    Based on your opinion there is an equality issue with Apple Care, car extended warranties, VIP memberships, first class in Airlines, etc. Sent from the iMore App
  • "Established tiers of service." Nope, no difference. You pay absurdly exhorbitant prices beyond what is necessary - whether air travel or jewelry - you get special treatment. Unless you ar NW hardcore Marxist (and I'm assuming you are not) - Always has been. Always will be. "you wait on the same line" Yes, went I went in to buy an iMac i had to wait overnight in the iPhone launch line. Oh wait. I didn't. "A store like any other" Yes, Apple is a store like any other. Grocery stores have 10 items or less lines, warehouse stores have preferred customer lines, jewelry stores will wait on they guy looking at the wedding bands mor attentively than the guy at the cheap earring tree, and on the service side, parks sell line-skipping passes. Like any other store, Apple sets queues according to principles that separate their customers from their money most efficiently. "Btw Cook was talking about gay and LBGT groups being able to be legally treated differently" YES! Or actually, he was talking about the need for them to be treated the same as any other customer *for the same service.* You were the only one who tried to conflate that issue with how businesses deal wih people who buy different product lines or spend too much money. If you are going to troll, at least try to stay consistent with your points.
  • "Grocery stores have 10 items or less lines..." You said if you pay more, you get treated better, right?? Well, you just blew your argument right out the window. If I'm buying 10 items or less, I'm not paying more than the lady with a full cart. Yet the store is letting me go through a quicker line. Hmmm... So if I pay less, I get more convenient service? You can stop your one-man Apple strokefest now. I mean, "If you are going to troll, at least try to stay consistent with your points."
  • Next time, try reading the following line- about setting queues according to separate customers from their money most efficiently. The strategy will differ by the type of store and by type of product, which I thought was abundantly clear from the choice of examples. apparently that level of comprehension, or even reading to end end of the paragraph, was too much to expect.
  • Do you mean that I’d get better support after buying a tricked out Mac Pro as opposed to a Mac Mini?
  • I guarantee you that you will get more personal buying and after-the-sale service in a Ferrari dealership than you will in a Toyota store. No difference. And even in a Toyota store, Land Cruiser buyers will get more attention than Camry buyers.
  • All you folks that are saying (essentially) that "this is the way it is, or always is" are missing the point completely. This is Apple. Apple has NEVER priced it's products high "just because" despite what people sometimes think. They price them according to what it cost to make them, plus a healthy (very, very healthy) margin. Apple has NEVER had "two tiers" of customers who they treat differently based on their affluence. Now they do. The fact that other asshole companies do this is irrelevant. The fact that other companies make you pay thousands of dollars extra "just for the brand" is irrelevant. The point is THIS IS NEW FOR APPLE. Totally new, and totally AGAINST what a lot of their long-time customers (me included) think is the right thing to do, and the standards of the company itself. This is not just a small thing. They won't notice customers like us leaving, because they are in a massive expansion period and the new customers they are adding are masking any bad feelings on the part of their current customers, but I've yet to hear ANY justification that makes any sense, for what they are doing now.
  • This is new for Apple - at least at the retail level. nobody is arguing that. (At least I am not.) It is, however, different from the people intimidating this is discrimination, at least in the traditional sense - it is not based on sexual orientation, gender, or race. The only color it is based on is green. You can certainly argue that is classist, and I'd say you have a point worth discussing - just that it is a separate point from that of discrimination.
  • You can certainly be discriminated against based on social class not just "sexual orientation, gender, or race." Classism is discrimination by definition and it happens everyday so it is within the "traditional sense." You're right I'm not a Marxist but I'm not blind. You're separting them like they're not in the same group. Again, I saw humor in the rumor and expressed it. I'm not buying an Apple Watch anyway.
  • Its about time Apple does something for the ripoffs they charge.
  • Imore needs to pony up for one of these so Rene can give a detailed report of the experience. Sent from the iMore App
  • Premium support? For that price it should come with a bimbette with knee pads who can suck a golf ball through a garden hose ;)
  • I advise all my fellow iMore readers to forgo this scheduled try-on exercise.
    If you think you want one, and you are reasonably in the range of being able to afford either mode, just measure your wrist and pre-order the stupid watch. If you don't like it, the take it back. If you don't order one within the first few hours, they're going to be sold out and you'll be left holding your ticket while standing in line to try one on and end up waiting 3 months to actually own it. Sent from the iMore App
  • This is excellent advice. Everyone should listen to this man/woman/dog/durf/beanie/car thing.
  • Haha my avatar is Homestar Runner, most famously found on, it's dot com!
    That image can be found at
    (Warning: all Flash website, no iPhones allowed -unless you use Puffin- Compy's welcome!)
  • You're assuming the return policy doesn't change for the Watch. You might want to check for last minute changes prior to preorder.
  • True.
    But by most state laws you should have a minimum 14 days return period.
    I am not a lawyer, and I do not work for Apple. Check your local listings. Your mileage may vary. Great taste, less filling. Sent from the iMore App
  • Apple is trying so hard to be luxury. Its amusing.
  • Over priced? So you think the apple watch edition is to much money?" You people are crazy! THE WATCH IS GOLD!!! Or do you think that they should not build a hi end product? That would not make sense if you have that kind of capital! None of your arguments against this makes sense to me! Sent from the iMore App
  • If their objective was to just make an expensive, highend product, Why didn't they make one covered in diamonds?
    From what I've read (I'm no expert) there's only about $2000 worth of gold in the aWatch. Regardless of ones income, that doesn't add up.
  • Apple will always have hi end products as well as mid tier products, but you can best believe that they will never ever build CHEP PRODUCTS. They never have and they never WILL! So get over it! Sent from the iMore App
  • Extra support not for extra features but just because it's gold and more expensive...? That's the definition of discrimination/class envy... I don't have a problem with them selling a $10,000 watch, because there are people that will overpay for anything, but let's call it what it is...! Geez... BTW, even by social climbing standards, that watch is not even close to having $10,000 worth of gold on it, so when I see someone with it on, it will speak volumes to me about that person... Lmao Sent from the iMore App
  • Also, I can only guess why they have longer appointment times for the Edition watch... My guess is that someone paying $10,000 for $350 worth of tech and functionality, has got to be an embicile and will need more help (i.e., getting directions to their house)... lol Sent from the iMore App
  • So is the gold suppose to be free crazy brains?" Lol!!! Sent from the iMore App
  • I've written Apple has risked branding with this move. They've lived on the edge of charging what they already do but have just taken it to such an extreme that there's no mistaking it. I don't mind the concept of a limited edition. But it should be an afterthought (kind of like it was at their event when they seemed embarrassed about it). This isn't. This is truly an attempt to create a category at Apple. From the marketing, to partnerships with high end retailers, to silly announcements regarding "premium" support. I'd rather Apple focus on the SS watch as premium. The gold edition is just an unwelcome distraction, both for them and us. I don't see how unwelcome distractions help more than they hurt.
  • I disagree cardfan. Sent from the iMore App
  • This is what happens when you hire people from the fashion industry.
  • Let me ask this question, do most of you that disagree with this watch (edition) think that apple is charging too much for there computers? Probably not" because we buy them every day! This may be a new category for apple but it is certainly not a new concept in terms of how they price there products. I am in no way disappointed with Apple for building this watch , it is Sent from the iMore App
  • Maybe they can include a 24-hour bodyguard service for those who purchase the most expensive model of the Apple Watch.
  • Classist. Very Swiss, I must say. Not very Apple though.
  • The model of selling watches only by reservation is a very interesting choice by Apple. They put the quality of whole shopping experience over the quantity of sold watches.