Is Apple about to play the celebrity marketing game at a new, all-pro level?

“According to Mark Gurman, a young reporter at 9to5Mac who has broken more stories about Apple’s “iWatch” that the rest of the pack combined, Apple is teaming up with a raft of sports celebrities to test — and perhaps market — what the Street and the tech press expect will be Apple’s next big thing,” Philip Elmer-DeWitt writes for Fortune.

“Gurman mentions in particular L.A. Lakers shooting guard Kobe Bryant, L.A. Kings right wing Dustin Brown and a player from the Boston Red Sox to be named later,” P.E.D. reports. “In a similar vein, Jimmy Iovine… knows a lot about cashing in on celebrity, something he did regularly at Beats, using exclusive tracks from the likes of Robin Thicke, Britney Spears and to promote his company’s brand.”

“Is Apple getting ready to play the celebrity game at a new un-Jobsian level?” P.E.D. wonders. “A game played for higher stakes, on TV and on billboards. The kind of game Iovine played in the music business and Angela Ahrendts played at Burberry.”

Read more in the full article here.

Related articles:
Apple’s iWatch could be the next big sports fashion accessory – June 21, 2014
Apple enlists MLB, NHL, and NBA pro athletes to test iWatch fitness capabilities – June 20, 2014
Kobe Bryant seen on Apple’s Campus reportedly meeting with Jony Ive about upcoming products – May 15, 2014
Apple’s iWatch awaits FDA approval; device to include blood glucose, sweat analysis sensors – June 20, 2014
Apple to begin mass production of 2.5-inch iWatch with wireless charging and pulse sensor in July, sources say – June 19, 2014
LG to supply Apple iWatch display in two sizes for late 2014 release, sources say – April 15, 2014
Apple’s iWatch said to come in two sizes, high-end model to cost several thousand dollars – April 10, 2014
Apple iWatch to sport 1.52-inch curved OLED, set for summer launch, report claims – January 20, 2014
Apple to make two iWatch models: 1.7-inch display for men, 1.3-inch for women, sources say – November 13, 2013


    1. I’d rather see Apple take a risk with certain vetted, well-thought-out sports endorsements for a fitness product than another freaking “Chicken Fat” ad.


      1. Yes a calculated risk but then I think these days athletes and celebrities who fall out of grace aren’t quite the shock they used to be. People wouldn’t boycott Apple because we discovered Kobe Bryant shoots up heroin every night. (Which he doesn’t as far as I know.)

  1. Get an athlete to test an iWatch. Nobody saw that coming.

    Of course, a fat guy and a 95 year old woman would have been much better to show how great iWatches could perform.


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