The bigger mistake in the author's argument is that she uses examples of previous success as a harbinger of the Apple Watch's future success. Yes, some people will spend money on Ferraris, a company that has been making cars for over 50 years. Some people will buy a Birkin bag from Hermes, a company that has been making handbags for about 150 years. These examples in no way indicate the success of the Apple Watch, the first watch made by a computer company.
What the author is describing is conspicuous consumption, a purchasing pattern identified by Thorstein Veblen. The Apple Watch is a Veblen good: it is a status item that people will buy solely because it's expensive and trendy. The high price is a selling point because it's a luxury good. Will people buy the $10,000 Apple Watch? Yes. But not because of the success of other Apple products, not because of plane ticket prices, and especially not because people heat their homes. These are straw man arguments.