Some of my initial thoughts on the new Apple Watch Ultra. At first I thought this was just a nice upsell to top off the Apple Watch range for those who wanted, and could afford, the best.

However, I'm now thinking that it actually is a lot more than that. I think it actually disrupts the entire industry. It will hurt fitness watches, action/tough watches, dive watches as well as convincing people to spend more on an Apple Watch if they were already looking at one.

In this video I go through some of my thoughts on the Apple Watch Ultra that I think has the potential to be massive.

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