Are you ready to spend $17,000 for an Apple Watch Edition with Rose Gold? Holy cow — one could buy a very nice new car for that money. Regardless, we’re no longer living in Steve Jobs’ world and, now that the Apple Watch is among us, it can be argued we’ve traveled beyond the rabbit hole.

Apple Watch, starting at $349 for a “cheapo” aluminum model with rubber band through a rose gold unit with diamond studded band for $17,000 and change, will go on sale on April 24 in Australia, Canada, China, France, Germany, Hong Kong, Japan, the UK and the US.

“Apple Watch begins a new chapter in the way we relate to technology and we think our customers are going to love it,” said Tim Cook, Apple’s CEO. “We can’t wait for people to start wearing Apple Watch to easily access information that matters, to interact with the world, and to live a better day by being more aware of their daily activity than ever before.”

“Conceived, designed and developed as a singular product, Apple Watch merges hardware and software like never before,” said Jony Ive, Apple’s senior vice president of Design. “In Apple Watch, we’ve created three beautifully curated collections with a software architecture that together enable unparalleled personalization in a wearable device.”

See also: Heartbeat, King Crimson

Yes, you just took the red pill and washed it down with a big glass of that frat boy crunk juice — bye, bye rabbit hole.

Preorders begin on April 10 and the the Apple Watch delivers begin on April 24. April 10 is also the day Apple’s “new” 12-inch MacBook Retina — not Pro, not Air, just MacBook — goes on sale.

The mothership also marginally boosted MacBook Pro and MacBook Air specs. However, one suspects that one or both the Pro or Air aren’t long for this world. Perhaps (a crossover) iPad Pro really is “a thing”…

I’m buying, how about you?

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