If there is any evidence that Apple will be debuting an iWatch or another wearable at its media event next Tuesday, this is it: “unprecedented” numbers of fashion bloggers and editors were invited to Apple’s event on September 9.
Apple is a smart company. Since they are working to get into new product categories, including and perhaps especially wearables, their courtship of the fashion world comes as no surprise. In past years, Apple has held an event in New York where fashion editors meet and review products. But Apple isn’t looking for a mere flirtation with the fashion industry. In August, Apple hosted, they put it, a “first-of-its-kind” event to showcase fashion and retail apps. A group of style editors were invited to the exclusive event, which was held at an Apple Store in New York.
According to Reuters, quite a few fashion media editors told them that when they received invitations for the first time to an annual Apple event, they took it as confirmation of the smartwatch rumors. Lead Goldman of Marie Claire magazine says of Apple’s move, “This suggests Apple is serious about tapping into the fashion world, which often sits on the sidelines. Lauren Indvik, editor in chief for Fashionista and another invitee, stated that the move “confirms that [Apple has] a play in wearables and that they want to appeal to the fashion world, and not just technology consumers.”
Not only is Apple reaching out to the fashion world, but networking with its crème de la crème. In the past couple of years, the company has hired Patrick Pruniaux, formerly vice president of Tag Heuer’s global sales and retail; Angela Ahrendts, formerly chief executive of Burberry Inc; and Paul Deneve, formerly CEO of Yves Saint Laurent.
Steve Jobs emphasized the importance of aesthetic in the creation of Apple’s products. The look for them has always been classic, a look that is futuristic without era. What customer doesn’t love the simple lines of their iPhone, the sleekness of their Macbook? How many have complained about finishes and colors? “I wish my iPad was bulkier, and if only the color was nuclear-waste-green,” said no Apple fan ever. Customers will be even more critical of a smartwatch than of a phone or a tablet. After all, they have to wear it where people can see it.