In my opinion, Apple is a software company.
Hardware is neither here nor there. The general population do not care about the tech specs/hardware of general computers (e.g. PC, or MAC). They only care about how fast and easy and nice it is to use software (e.g. different OSs).
It really is kind of embarrassing to see Apple going for a cash grab such as this. They know people who have the money will buy these extremely expensive products, because they 1. don't care about the technology behind it, and 2. they don't even have the patience, and/or time, to use the product enough to access its full potential.
People who have the money to buy those expensive watches; likely won't care about how it works, or how to work it.