This is a company that:
1. Entered a category where products traditionally lasted decades
2. Built a $17,000 product that was obsolete within a few years
3. Produced a self-congratulatory marketing video starring an Oscar winner about how environmentally friendly they are. https://www.theverge.com/2023/10/2/23900158/apple-watch-edition-gold-2015-obsolete-unsupported-beyonce
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