The “starting price“ is often just that: A baseline for retailers to begin pricing new gadgets. It’s also a very roundabout way of talking about the way a gadget is going to be priced without actually mentioning what the price will be. It also dodges the questions of whether or not consumers will actually want said gadget at that price.

The price a thing “starts at” is rarely optimal. It’s usually just the bare-bones version of the item to tease people into the store. To get the best or most efficient version of your preferred gizmo, you’ll often have to pay more.

When Apple Watch was revealed last week, Apple CEO Time Cook said that the smartwatch would be “starting at” $349, an already hefty price, given the current competition. But Cook also announced three “collections” for Apple Watch: Sport, Edition, and vanilla. The different watches being priced according to the materials used in construction. Which one is the starting price of the Apple Watch? And how high in price would the other two go?

According to John Gruber at Daring Fireball, one possible price breakdown would be as follows:

Apple Watch Sport (aluminum and glass): $349
Apple Watch (sapphire and steel): $999
Apple Watch Edition (18K gold and sapphire): $4,999

But the prices are only half the story. As Gruber goes on to analyze what we know about Apple Watch in-depth, he notes that the device serves as a reminder that Apple doesn’t always function as a tech company, but a lifestyle one.

When you think about it that way, a five thousand dollar watch doesn’t seem so farfetched.