Of course Apple would launch the marketing campaign for its first wearable computer in the March issue of Vogue -- the one in which all the fashion houses that matter launch their spring collections.
The glossy 12-page spread is classic Apple -- all product, lots of white space, no unnecessary words, no prices.
The three versions -- the leather-bound standard model, a rubber-banded Sport and the golden luxury Edition -- each get their own treatment. The only thing Apple has said about pricing is that it starts at $349, band included. Speculation about top price has reached five figures.
No word either on what Apple paid for the Vogue spreads. According to the magazine's rate card, a single page ad can fetch $189,888, although those rates are routinely discounted for large purchases and important clients.
Vogue editor Anna Wintour, you may recall, was one of the attendees at an exclusive breakfast event hosted by Jony Ive in Paris last September.
The device is scheduled to go in sale in April.