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



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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