Apple Pulls "Gold" Film From Keynote

In an effort to save time on a program running (boringly) long, Apple decided to pull its Jony Ive-narrated “Gold film” from Apple Watch Edition’s “Spring Forward” metallurgy sequence. Fortunately, the company has published the video online, and it’s a worthy spectacle if you like really shiny things.

Curiously, however, the video makes no mention of Apple’s alleged unique gold blend, and that seems to be a concession to the expectations of the fashion community. If the stuff does, in fact, use “less” gold than traditional 18-karat gold alloys (by perceived volume), I can see how that would be a significant ding against Edition’s super durable, scratch-proof formulation.

Apple doesn’t want their extra hard gold to be an extra hard sell.