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Who is the Apple Watch Ultra really for?

Maybe, the Ultra is just for anyone who wants it.

When I first saw the Apple Watch Ultra, I wasn’t sure what to make of it. Apple’s sizzle reel had weatherbeaten explorers trekking up snow-capped mountains, running across deserts, and diving into the depths of the ocean. This was an Apple Watch for the intrepid explorer, which arguably few tech journalists swarming the Ultra models at the Steve Jobs Theater were. In fact, I’d contend that most people aren’t hardcore outdoors enthusiasts who need 49mm titanium cases, a sapphire crystal lens, WR100 water resistance, and EN13319 certification for diving.

That’s why, in my review, I called the watch aspirational. I stand by that, but having lived with the Ultra for a whole year, I’m still not exactly sure who the Ultra’s true audience is.


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