The consumer steamroller that is Apple officially announced the aforementioned marvel just this morning. And of all the things that could enter into my head – you know, suitable thought nuggets such as, “My, that pebbled leather really sets off the polished steel” or even, “Gosh, what a rambunctious pairing of old world and new” – all I could think was, “Gimme, gimme, gimme!”
Which could well be Apple’s marketing tagline, should they ever need one. Only they don’t. They’re doing just fine without one.
I suppose what I should really be thinking is: hmm… I already have an iPhone, iPad, iMac and iCreditcardbill, maybe I don’t need a wrist-wrapping version as well? But I’m not. Because evolution waits for no man. Or woman, for that matter. Technology – by its very nature – is constantly updating itself. It’s the most excellent inorganic example of Darwinism there is. Stay still for too long and you’re the guy with the Nokia 3310 who everyone else is scoffing at over their almond milk chai.
It’s not retro, it’s just awkward.
Of course, the Hermès version starts at $1700 to the Watch Sport’s $349, so it’s a significant jump. But this is the version you’ll see in the frow at fashion week and on the sleek wrists of starlets in their Instagram photos. Whether they sell them by the squillions or not isn’t really the point – rather, this is the product equivalent of that time Kanye West and Paul McCartney recorded a song together. By pairing the most recognisable consumer technology company on the planet with what is arguably the most respectable luxury label in the world, brand association is solidified. Apple have the watch you want. Even if you can’t afford the fancy one.
Not to be completely overshadowed, Apple also announced the iPhone 6s and 6s Plus (the 3D touch feature is the new hero here), iPad Pro with Apple Pencil and Smart Keyboard, new gold and rose gold models of the Apple Watch Sport, and new and improved Apple TV.
If Darwin was still alive, you can bet he’d be the first in line.