Edit to add: throwing out a price like that made me go check to see what they actually charge, and either Apple's presentation of in-app purchases or their use of it is sad: it gives the same "premium" item like eight times, with different prices. Maybe that's per month and then longer periods with bulk discounts? Maybe they have a lifetime option for $40? If I were a regular hiker, I'd go for that.
So I wouldn't say it's a failure that they don't do that even more often.
That said, I'd love to see them take an approach unstable API release that requires the app to show a warning like "This app relies on unfinished features that may change or stop working entirely in the future, requiring the seller to release an apo update." and require them to launch it as a free preview, make it refundable during this period, etc.
PS. I typed this under my desk!
I also have an Apple Watch Ultra. My feeling has always been that Apple Watch Ultra is a smartwatch first, sports watch second. Garmin watches are sports watches first, smartwatch second.
I was an early adopter of smartwatches with first the Moto 360 and then Apple Watch Series 1 and I have found that I use the smartwatch part less and less. In the end I only used it for notifications for two apps (Signal and WhatsApp), sometimes for calling my wife when I'm on a bike, and contactless payments. These I can do with a Garmin as well, but it far less clumsy as a sports watch than Apple Watch.
Plus Garmin Watches generally work with GadgetBridge, so they are much easier to use in a privacy-preserving way.
I wish Apple would see that opening up their platforms actually leads to a better core OS as Apple borrows/steals from the community.