iWatch expectations mount as Apple invites fashionistas to massive September 9th event

“Apple Inc has invited top fashion editors and bloggers in unprecedented numbers to its Tuesday launch gala, further evidence that the iPhone maker is preparing to take the wraps off a smartwatch,” Christina Farr reports for Reuters. “A smartwatch would represent Chief Executive Officer Tim Cook’s first real new product since taking the baton from Steve Jobs. Several fashion media editors told Reuters they received invitations for the first time to an annual September product-launch, which they took as confirmation of a wristwatch in the wings.”

“‘I assume it’s because they are unveiling a wearable,’ said Lea Goldman, features and special projects director for Marie Claire magazine, a first-time invitee. ‘This suggests Apple is serious about tapping into the fashion world, which often sits on the sidelines,'” Farr reports. “Last month, the company hosted what it called a “first-of-its-kind event” at an Apple Store in New York to showcase fashion and retail apps to a group of style editors, according to an invitation seen by Reuters.”

Farr reports, “‘It confirms that they have a play in wearables and that they want to appeal to the fashion world, and not just technology consumers,’ said Lauren Indvik, editor in chief for Fashionista and another first-time invitee.”

Read more in the full article here.


  1. “A smartwatch would represent Chief Executive Officer Tim Cook’s first real new product since taking the baton from Steve Jobs.”

    Well, it’s about time! How long has he been CEO? 8 years? With no new groundbreaking product category introduced? Steve Jobs used to release an earthshaking new product category every 3 months!


    1. “first real new product since taking the baton from Steve Jobs.”

      Unlike all the other wonderful tech companies, each one of which dazzles us with their own, separate, mind-boggling innovations every six months or so.

    2. he was named the CEO of Apple on August 24, 2011. That is 3 years and 14 days. I don’t know what kind of math you did to come up with 8 years, did you use convert to some kind of human animal years or martian time? The iPhone isn’t even 8 years old it’s 7 years 2 months and 9 days old. By your math Cook was ceo for the original iPhone and iPad (4 years 5 months 4 days old).

      1. I’m glad you got my sarcasm.

        People talk as if Tim Cook’s Apple has made absolutely no technical achievements in the short time he has led the company, and equally ridiculously, they act as though Jobs released a totally new, totally revolutionary device every year. Neither is the case.

    1. I’ve been thinking about that. Most of the leaked product shots have come because people smuggle parts out of the Chinese factories that make them. But what if Apple used their Texas plant. Last we heard it was making Mac Pros. But how many of things could they sell of that really expensive machine? What if they were busy working on something else.

      1. The flaw with that is you have to assume 100% of all Texas Apple factory workers, given the change, would be above leaking the most anticipated product since the iPad dropped four years ago. The answer is most likely more obvious, = It hasn’t gone into production yet and won’t until after the unveil. Don’t expect it to ship for a couple of months. We has the exact same scenario with the iPad (unveiled in January 2010, Shipped in April, no production line builds prior to January). Ives has some pretty amazing fabrication equipment on site, so he can produce all the beta versions in house.

    2. That is more than likely because the watch hasn’t gone into production yet, which explains the rumors that it won’t ship until early next year. Apple undoubtedly knows that if they try to manufacture it before the announcement, photos/videos of parts will be leaked from the factory floor. If you recall there were no leaks of the original iPad, that was because it was announced Janurary 2010 but didn’t ship until April 3rd 2010 -there was no production until after the announcement, only rampant speculation, renderings and rumors. Same as with this new device category.

  2. I’ve always loved how Apple has seamlessly blended exquisite form and high function.

    But with all the announcements of hires and invites, I hope the scale doesn’t start tipping too far into “form”, and start to sacrifice “function”.

    1. Greg, I FULLY registered your positive remarks. But what you then wrote is almost like you have a bit of an infection from those jerk analysts and pundits.

      What I mean is why did your neurons spend one millisecond in forming those particular discharges — the “let’s imagine a scenario that I don’t even think will ever happen and then express concern about it”?

  3. Anyone else think that the “wish I could say more” tagline might have to do with Siri being a HUGE feature of the iWatch?

    It seems like they’re teasing out the voice aspect of it….

  4. Samsung have been waiting so long for this event; and unlike Redmond they have their own range of copiers and DVRs on which to capture their next ‘inovation’ .
    And Android Licorice Lollipop What-the-Fsck, will no doubt suddenly aquire a new colour and style of background

    1. Except this time apple is late to the game. There are many brands of smart watches available. It’s going to hard to convince the masses that this is anything new or different.

      1. Oh come on. iPod was the final real MP3 player to market — and left no room for others. iPhone was no where near the first smart phone — and instantly changed everything. iPad came *years* after Microsoft’s pathetic attempts and look what happened.

        It’s apparently easy to imagine that innovation and market capture are about being the first to dump some version of an idea, rather than the one who finally found the version that works. Apple has no interest in doing it first. They care only about doing it best. And they always do.

  5. Biggest problem I see for fashionistas potentially is variety. Watch companies have dozens of styles, sizes colors etc. I can’t see Apple having enough variations to please them but I’m curious as to how they will tackle that point. Techies etc. won’t care but the fashion conscious folks won’t like having the same watch as a dozen other people at the party.

    1. Something tells me this has occurred to Apple and the A-list fashion team they’ve assembled. It will indeed be very curious to see how they take this on. With phones, cases change the look — how do you do that with wearables? They’re on it, I’m sure.

      What I wonder about a bit is the amount of fashion hype they’ve generated. It’s remarkable to see a tech company demonstrate this level of confidence.

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