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