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The real reason to pay $10,000 for the gold Apple Watch? Showing off

Technically Incorrect: A new video from College Humor not only mimics Jony Ive, but also offers the true reason for paying a lot of money for the Apple Watch Edition.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


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Feel the quality, bathe in the price. College Humor/YouTube screenshot by Chris Matyszczyk/CNET

You might already have an appointment with your bank manager.

You're going to explain that you need at least $10,000 to affirm your status in the higher echelons of society.

Your bank manager will look you calmly in the eye and say: "It's the gold Apple Watch, isn't it?"

You'll bow your head slightly, in a nod.

There is, of course, no other reason to pay that kind of money for a watch that appears to do exactly the same as the ones that cost hundreds. But then Rolexes only tell the time, don't they?

So one needs to be clear with oneself, as well as with the outside world, about why one has invested in this piece of jewelry: to show that one is a person of means.

The wags at College Humor decided they'd express this thought as best they could on film. They found a Jony Ive soundalike, a (vague) Tim Cook lookalike and footage of the gold watch. Then they did their worst.

"Its most groundbreaking feature," says the faux Ive, "is that it allows you to communicate with unrivaled accuracy that you have $10,000."

Or, of course, that you've borrowed it. Or, in the case of certain Russian oligarchs who will buy it, stolen it.

Faux Cook underlines the essential premise. He says: "People will be, like, ho-lee s*** doesn't that thing cost $10,000?"

Faux Ive muses that the watch will become an expression of your very feelings -- i.e., how great it feels to be rich.

"The best $10,000 you'll ever spend," he concludes. "Until two years from now, when you'll need to buy another one."

But the lovely thing is that in two years time you'll have even more money, much of it gained because people want to be associated with those who wear a gold Apple Watch Edition.

Unless, that is, the crash is really coming quicker than anyone thinks.

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