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The Apple Watch has a secret weapon that helps it dominate the market

Tonya Riley

Apple became the biggest shipper of wearables in 2017, owning 21 percent of market share, according to IDC. Apple has nurtured partnerships with heritage luxury brands, starting with Hermès in 2015. Since then, designers including Coach, Kate Spade and Nike NKE also have partnered with Apple to create trendy bands at high price points.