It’s not about the Watch, per se. It’s about what the Watch stands for: a new Apple that is just as much about fashion as it is about function. This is no longer Steve Jobs’ crossroads of technology and liberal arts. It’s the fork in the road between technology, liberal arts, and fashion. Jony Ive’s fork.
Just look at who Apple has hired in the past couple of years. This should be obvious. Not only is Apple not resting on their laurels, they’re pivoting the company in a pretty big way that’s flying under the radar to all but those watching most closely.
And it feels like a smart bet. Because Apple is at a moment of absolute strength, they can use that clout to get the talent on board to change the engine mid-flight. That doesn’t mean it will work, of course. But it sure seems better than sitting back and atrophying as more nimble opponents approach. This is when you take risks.
Technology has permeated almost every part of our daily lives. This will only continue. So what’s next? Making that technology even more carry-able, wearable, beautiful, useable. Making it blend in more while still making it more desirable. Making it more aspirational. Fashionable.
If all of that sounds impossible, I think that’s what Apple is taking on. And it’s where they tend to thrive. And I think Apple Watch is the first step.