The headline — which captures in six words Apple’s latest marketing campaign — was lifted from Jess Cartner-Morley’s Paris fashion week dispatch in the Guardian.
I put the names in boldface not because they mean anything to me, but because they do for the intended audience: People who care about Paris fashion. People accustomed to dictating popular taste. People who might plunk down thousands of dollars for an 18-carat-gold computer.
Apple offered that audience two chances this week to look at (but not necessarily touch) the Apple Watch:
- A peek through glass at the Collette event Cartner-Morley attended — and for which fans in jeans lined up around the block.
- A profile of Sir Jony in Vogue arranged enough weeks in advance to give the writer — Robert Sullivan — time to produce a polished feature story:
The point is, Apple wasn’t born in a garage knowing how to do this stuff.
To build what it hopes will be its next big thing, it has hired experts in optics, sensors, biomedicine, mobile payments and more. To market it, it hired experts in selling luxury brands with huge markups.
Apple declined to say who pulled the strings behind this week’s events, but we know some of the boldface names: Angela Ahrendts, former CEO of Burberry; Paul Deneve, former CEO, Yves Saint Laurent; Catherine Monier, President YSL Europe and Patrick Pruniaux, former head of sales for Tag-Heuer.
Me, I’m in jeans, like the guys in line outside Collette. I might pay $350 for an Apple Watch. I’d happily pay more if it came with a built-in cellphone.