apple watch_2The Apple Watch is set for a release on the 24th of April and it is priced higher than its competitors. In fact the Apple Watch Edition will set you back a whopping $10,000 which could easily nab you a more traditional luxury watch, but yet somehow Apple thinks that this is something that customers would still gladly fork out money for.

In fact in a recent interview with Fast Company, Apple’s CEO Tim Cook stated that he believes that the Apple Watch will be the first smartwatch that truly matters. According to Cook, “We weren’t first on the MP3 player; we weren’t first on the tablet; we weren’t first on the smartphone. But we were arguably the first modern smartphone, and we will be the first modern smartwatch—the first one that matters.”

Cook does make a good point and they have proved the naysayers wrong with the iPhone and the iPad. However the smartwatch industry is still relatively new and there are many variations out there in the market and consumers have yet to truly decide what it is that they’re really after in a wearable. After all some users might only want a wearable for fitness purposes, while others are after a more full package, and let’s not forget there are plenty of cheaper and possibly better alternatives to the Apple Watch out there.

When asked what Apple’s expectations are for the Apple Watch, Cook replied by saying, “On the watch we haven’t set a number. The watch needs the iPhone 5, 6, or 6 Plus to work, which creates a ceiling. But I think it’s going to do well. I’m excited about it. I’ve been using it every day and I don’t want to be without it.”

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