Vogue:

Apple’s lexicon of pure, pared-down forms, smooth surfaces, gleaming metallic colors, and soft contours within hard carapaces has emerged over the past 20 years under the eye of chief designer Jony Ive. Talking over coffee on the old campus about the growing synergy between the company and the fashion world, Ive points to his rose-gold Apple Watch, a precious counterpoint to the Clarks on his feet.

“Nine years ago, the iPhone didn’t exist, and the most personal product we had was too big to carry around with you,” he explains. “The technology is at last starting to enable something that was the dream of the company from the very beginning—to make technology personal. So personal that you can wear it.”

Apple’s interest in and focus on fashion is really interesting, if potentially a big pitfall. Fashion is notoriously fickle and a misstep could do irreparable harm to the brand.