Apple's High-End Watch Will Cost $10,000 and Up for Luxury Buyers

Apple Watch Hands-On: How It Works

Apple Inc. will sell its new smartwatch at prices starting at $349, along with a gold luxury version that will cost more than $10,000.

Apple Watch is the company's first new gadget since the iPad's debut five years ago.  The device will be available starting April 24 in Australia, Canada, China, France, Germany, Hong Kong, Japan and the U.K. and U.S. , Cupertino, California-based Apple said Monday.

Chief Executive Officer Tim Cook had already signaled Apple would adopt premium pricing when he unveiled the product in September. The cheapest Apple Watch will cost more than Samsung Electronics Co.'s $299 Gear 2 smartwatch, which is far pricier than most other wearable fitness monitors. Since then, Samsung has brought out the Gear S, which starts at about $350, depending on the carrier. Motorola's Moto 360 starts at $250 and reaches $330 with a gold finish.  

Tim Cook, chief executive officer of Apple Inc., speaks during the Apple Inc. Spring Forward event in San Francisco, California, U.S., on Monday, March 9, 2015. Cook returns to the spotlight to answer questions on many of the Apple Watch's key selling points, including price range, battery life and when in April it will reach stores. Photographer: David Paul Morris/Bloomberg *** Local Caption *** Tim Cook
Tim Cook, CEO of Apple, speaks during an event in San Francisco.
Photographer: David Paul Morris

The Apple Watch begins shipping in April and comes in two sizes and three styles. A variety of straps will be offered as well. Pre-orders begin April 10, Cook said at an event held in San Francisco to announce more details about the smartwatch.

The Sport model, which has a space gray or silver anodized aluminum case and colorful bands, is priced at $349 and $399. The Apple Watch version costs $549 to $1,099. The high-end Apple Watch Edition, which comes with an 18-karat gold case and polished sapphire crystal, begins at $10,000 and will be available in limited quantities, Cook said. 

The Sport may comprise 55 percent of sales while the Watch version may make up 45 with the high-end version grabbing just a small share, according to Gene Munster, an analyst at Piper Jaffray Cos. 

Read this next:

Apple Watch Event: Everything You Need to Know (and More)

Before it's here, it's on the Bloomberg Terminal.
LEARN MORE