I found the price inline with dumb watches bought for their looks. $480 is not expensive for a watch that has premium materials and a solid core of functionality. I am not an athlete but I do workout 90 minutes a day and reach between 12 and 20 thousand steps on average. I already have Withings BP and Weight. The iPhone software is horrible but the iPad software is designed better. The iPhone should be similar. The watch is beautiful for a mere $480, with a Sapphire glass, stainless steel case, the hour and I'm ute hands seem to glow and the step counter is a classic. The size is a perfect unisex design is discreet and useful. A great first effort. I don't think Withings expects to sell lots and that's good for a first version. This is for those of us who love analogue watches with some great basic tech. It all depends if you want a fake interface with alerts that has the whole world jumping with billionaires at Apple or a great design, great materials that does a few basic things for health beautifully. At least I had a choice, Apple's take on Cassio's VHS era digital or a discreet future where technology does not get in the way of our analogue world.