The challenge of selling Apple Watch illustrates their foundational nature. Apple Watch is technology combined with jewelry, a product that must be experienced to be fully understood.
Jewelers, however, are unequipped to sell technology, and technology retailers are unequipped to sell jewelry. But because Apple has its own stores, the company can redesign them to sell a product that’s a combination of both.
Without Apple Stores, there would be no place to properly experience the Watch, so it would have a far smaller chance of success. Apple Stores are a crucial foundation for Apple Watch — and Apple’s competitors have nothing truly comparable.