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.
When something is all about “fashion” it is doomed to the ash can of oblivion.
“We are the goon squad and we’re coming to town”
m,maybe they could be a little more interested in their technology.
When has Apple not been about fashion? Were the life savor iMacs or nano-chromatic iPods not about fashion? I don’t know why fashion is considered a bad thing or why a company can’t care about fashion and technology at the same time.
Eh, consider that the source is Vogue. I look at it less as Apple chasing fashions and more as Apple being one of the only, perhaps THE only company that believes in design as an integral part of creating a product. After all, look at PCs – they’re just as functional as Apple products in the sense that they contained the same components, but they’re housed in boring boxes that people hide under their desks. Look at the iMac. The Mac Pro. The Air. All of those are, at least to some of us, beautiful. They also push functionality in various ways.
As products become more and more personal, the hankering after something that looks good as well as something that works well will only increase. I’d fully expect the Watch to get a couple of different forms in the future and other wearables and personal products to have a range of variants.
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