Definitely overpriced at $99, I feel like over time Apple is going to try to make that the new price for all watch bands. I won’t be collecting anymore if that’s what it comes to.
Then again, the knockoffs always lose a lot of quality. They feel inadequate to me.
As others have suggested, I suspect the reason Ultra bands are $99 are because they use titanium for the metal pieces on the Ultra bands vs something else. Still, like most anything Apple, it is overpriced only because that is what the market allows. Apple knows that when they put out something, the price can be polarizing; yet people will buy it.
I don't believe Apple will make that the price for all bands. Sport bands have been $49 for over 7 years now, and Apple could have at any point bumped them up $10 or so. I do believe that Ultra bands will never be lower than $99; but you have to hand it to Apple. They introduced a band between the Sport band and leather/metal/Hermes pricing that people will buy to use with their non-Ultra watches. Besides, that $49 dollar price for a sport band looks downright affordable when you compare it to a Ocean band that is twice the price. With one move, Apple made their sport bands appear more affordable than they were previously despite being the same price, and created a new profit segment with the Ultra bands. We could argue that Apple could have priced the Ultra bands at $49, and lowered sport bands to $29, but remember, this is Apple 😆