Apple embraces high-fashion luxury in a way the masses can’t afford

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Apple products were always high end, but now they’re shooting for being downright rich

This week, Apple made itself more appealing to people with money to burn. It debuted a new Apple Watch collection from designer brand Hermes, an Apple TV app from high-end fashion site Gilt — where some outfits cost more than $ 1,000 each — and rose gold iPhones. The mass-appeal, cheaper iPhone 5C was quietly shelved. Apple was putting on the ritz

Given its heavy focus on design, this isn’t surprising. Apple has always behaved more like a fashion house than a computer manufacturer. The Cupertino company is famously high-minded about aesthetics, and the grandiose celebrity-packed product launches it holds a few times a year are reminiscent of those of a designer label Read more…

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