Meanwhile Coros Pace 4, a 200 dollar watch, has 40 hours of GPS tracking and offline map. I simply can not understand the pricing strategy of Apple. Do they really expect people who are serious about endurance sports and training to get their ridiculously expensive Ultra? Or they are just fine with Garmin taking the biggest chunk of this market?

The Garmin Forerunner 970 is only $50 cheaper than the Ultra. Then, the Garmin Fenix 9 is more expensive than the Ultra and doesn't have cellular and charges significantly extra for the satellite connectivity.

Are people serious about endurance sport actually a big market?