The much anticipated launch of Apple Watch pulled a crowd of faces more often found in Avenue Montaigne than Silicon Valley. I, along with my fellowVogue editors Franca Sozzani, Emmanuelle Alt, and Angelica Cheung, found myself in a big white box in Cupertino, an hour outside San Francisco, for Apple’s big reveal this morning.
Not only were Apple launching their first fashion item but to do it they harnessed the power of celebrity – like fashion – placing Chris Martin, Will I Am, Gwen Stefani and Liberty Ross in the front row and delivering U2 as the entertainment (incidentally simultaneously sending the band’s new album free to all iTunes account holders).
The two-hour launch of two new iPhones, Apple Pay – a new payment process – and the Apple Watch was delivered with all the power and repetitive oratory that you might expect from Apple, known for its messianic approach. The venue, which was where the first Mac was introduced by Steve Jobs all those years back, was filled to the Sam Gainsbury designed rafters with Apple staffers, press and industry stalwarts cheering at every delicious new titbit of information. The phones look gorgeous – slimmer but larger, with rounded edges, a better camera and the ability to use Apple Pay. This allows you to pay at the touch of a fingerprint ID for every credit card you log in. Heaven for those of us carrying around huge numbers of credit and storecards. And the watch? You can wear your life on your wrist and even send the sound of your heartbeat to other wearers. You can measure your fitness all day long and check the alignment of the planets at the touch of a fingertip. It practically makes thinking redundant and it’s got the fusion of cool design, likeable graphics and techno wizardry that we expect from Apple.
As I write I’m heading back into town to indulge in a little vintage shopping before moving on to New York Fashion Week. It’s been an amazing morning spent learning about the immediate future but I’m excited to spend a few hours going back to the past.