Gold Apple Watch Could Cost $9,999

The high-end "Edition" gold model Apple Watch could cost as much as $9,999, according to Andy Hargreaves, an analyst at Pacific Crest. He believes pricing for the new Apple Inc. device, which is expected to be unveiled at a March 9 event, will exceed most expectations as Apple seeks to compete in both fashion and functionality. While there may be initial sticker shock, he said higher-than-expected pricing is likely to be viewed positively on Wall Street. However, Apple Watch may have to become a "fashion phenomenon" to meet expectations and compel broad consumer adoption, Hargreaves said, which he said isan “incredibly difficult and unpredictable goal,” even for a brand as strong as Apple’s. Meanwhile, pricing for the mid-tier watch is expected to come in at $599 or more, according to Pacific Crest estimates, compared with the $350 price of the entry-level watch unveiled by Apple in September. Shares of Apple edged 0.5% higher in premarket trade after closing down 1.7% to $126.41 on Thursday.