Apple has become a fashion company

From Bloomberg

Today, Apple established itself as the world’s biggest fashion company by releasing a smartwatch that is more about beauty and variety than about technology.

I have been hard on Apple for putting off bold moves, focusing on incremental improvements to its products and allowing competitor Samsung to make a rather convincing grab for technological leadership. Today’s gala event in Cupertino, California, has done little to change that picture. Apple presented its catch-up big-screen iPhones, waxing eloquent about their high-resolution displays, fast-focus cameras and 25 percent higher processor speeds as if they could surprise anyone.

The Apple Watch isn’t a tech miracle. It requires a phone to work, creating an Occam’s-razor moment for the consumer: Do I need another device if I still have to carry my phone around with me everywhere? Samsung has overcome this by offering a smartwatch that doesn’t need a phone.

The Apple Watch’s functionality isn’t market-beating. It’s a basic fitness tracker that can count steps, measure the heart rate and prompt the wearer to be more active. The device can handle messaging the way its competitors do. The Siri voice assistant makes an expected appearance. Though Apple Chief Executive Officer Tim Cook seemed enthusiastic about the watch’s useful features, they are too boring to discuss — particularly in comparison to the Apple Watch’s beauty as an object.

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