All that glitters isn't (Apple) gold

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The months-long guessing game over pricing for the Apple Watch came to an end earlier this month when CEO Tim Cook announced what, to many, was its most important spec. Whereas most smartwatches to date have hovered between the $200 and $300-mark, the cheapest Apple Watch — the aluminum Sport in the smaller 38mm case with entry-level band — will clock in at $350

It’s not unusual for Apple products to fetch premium prices, but when it came time to reveal the price range for the gold Apple Watch Edition, even Cook seemed to want to put the topic behind him.

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