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Post iconic gadgets like iPhone, iPad, more, Apple Inc turns to 'Apple-polishing'

Oct 19 2013, 16:10 IST
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Apple Inc is taking the next step to turn products like iPhone, iPad, iMac and more into a greater fashion statement. (Reuters) Apple Inc is taking the next step to turn products like iPhone, iPad, iMac and more into a greater fashion statement. (Reuters)
SummaryAfter wowing with its designs from iPhones, tablets to computers and more, Apple Inc looks ahead.

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.

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