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Tim Cook Hopes You Buy The Apple Watch As a Fashion Statement

Photo: Getty
Photo: Getty

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In a lengthy piece in The Telegraph, Tim Cook lays out all the reasons people will want to buy an Apple Watch, and the very first reason is because of fashion. Allister Heath writes:

The watch's screen boasts all of the usual Apple interface, but the icons are rounder than those of an iPhone, presumably to match the watches' shape. The first reason to buy the watch will be as a fashion statement and for its striking design, Cook believes. He is full of praise for Sir Jony Ive, Apple's British creative genius. "He did such a great job with the design. It's beautiful."

That certainly explains Apple's big advertising push in the pages of Vogue's March issue. The Apple Watch appears in a two-page spread in Vogue Paris as well, FashionCopious reports, with models wearing gold Apple Watches and text declaring it a "a small revolution."

In addition to a fashion statement, Cook tells The Telegraph about other possible reasons you'd want one: it can function as a credit card thanks to Apple Pay, it works in the shower, it reminds you to exercise, it filters important text messages, and one day, it might be able to open car doors.

Cook seems to hope people will buy it because it's cool and then figure out what it can do. "This will be just like the iPhone: people wanted it and bought for a particular reason, perhaps for browsing, but then found out that they loved it for all sorts of other reasons," he said.

Cook says that first iteration of the watch will have a battery life of one day. And just as an aside, the story reveals how amazingly organized Cook's days are: he wakes up every morning at 3:45am and "puts on his brand new Apple Watch which he charges overnight," then goes to the gym at 5am, and the office at 6:30am.