Apple is known for expensive technology. But for the extra money we have always received higher quality, better usability, superlative design. But with the announcement of a $10,000 solid gold watch today, I wonder if they have made a tactical mistake.

There is no way to argue that the watch itself (functionality, form, impact) is worth that amount of money. After all you can get exactly the same for under $400 – albeit in aluminium.

And, while buying an expensive mechanical watch is an investment is something with staying power – watches can be handed down across the generations – Apple’s version is going to be obsolete in a couple of years. It probably won’t even tell the time five or six years down the line when the software is updated.

Apple is the uncompromising, innovative guardians of good, user-let design is the model we have been used to. Apple as the flashy luxury brand pandering to the super-rich may not play quite as well.

Time will tell.