Malik, "and more like a fashion accessory maker whose stock-in-trade is not just great design but aspirational experience."
No industry understands how to generate "aspirational experience" better than high fashion. We have only to watch Diane von Furstenberg promoting Google Glass to see the strategy in play. In the Glass video, we hear DVF's advice to her models as they strut the runway in their Google Glass: "The most important thing is that you are yourselves and you think of the woman you want to be and you just have fun and be beautiful."
The video is actual footage of the runway taken by a model wearing Google Glass as she walks. We see what she sees - merging with this ideal creature - and so the aspirational message of high fashion has come true: When you wear this product you are most profoundly yourself; you are the woman you want to be; you are licensed to have fun. You are beautiful. Any device that can deliver on these promises is worth its weight in gold.
It remains to be seen whether the marketing ethos of high fashion will work for i-devices. Certainly, Apple's and Burberry's products have much in common: They are expensive, beautifully designed - and quickly obsolete. The obsessive fashionista may have found a soul mate, too, in tech's "early adopter."
But with an iPhone, you do not have to lose weight or rise socially to be profoundly yourself, have fun or feel beautiful. We can hope that fashion marketing will not change all that.