Druce MacFarlane

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The Psychology of the $17K Apple Watch Edition

On April 8th, Apple officially launched its line of smart watches, originally unveiled late last year.  The following week was filled with media speculation as to why Apple had introduced such a high-end device when it was clear that such technology has a very limited shelf life.  There have been endless editorials describing how, for the select “elite few”, dropping this kind of money on a device would not be a concern, but then questioning