At a time when Apple has just launched its cheapest ever iPhone, and when Phil Schiller caused a few raised eyebrows over what some interpreted as an elitist remark, Apple seems to be aiming for a more egalitarian image where the Apple Watch is concerned.

Apple has quietly revamped the Apple Watch section of its website, rendering the Edition almost invisible unless you specifically go looking for it. In addition, we’re hearing reports that Apple’s most expensive Watch is also being removed from some retail store displays …

Go to the main Watch page of Apple’s website, and you can scroll right to the bottom, with not an Edition to be seen. Click on the Interactive Gallery and it’s again completely missing. Finally, click on Personalization and Apple seemingly denies the existence of the Edition, stating that there are just two materials to choose from, not three.

Models: There’s an Apple Watch for everyone. Start with a case made from strong yet lightweight anodized aluminum. Or go with elegantly durable stainless steel. Both come in two different sizes and a variety of finishes. And since every model is paired with its own beautifully engineered band, you have many unique combinations to choose from.

Indeed, the only point at all at which I could see references to the Edition was on the Buy page – and even there, it is tucked away below straps. All you see at the top of the page are the aluminum and steel models.

It’s also notable that while the Sport and stainless steel ranges saw significant changes, the Edition didn’t see any update love from Apple.

Of course, it could simply be that the Edition is selling in even more limited numbers that Apple had expected, and the company has merely decided to stop pushing something that isn’t moving, but the timing certainly seems interesting.

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