Following from features in fashion¬†magazines in France¬†and Germany, the Apple Watch has made its UK editorial debut in Sunday’s publication of¬†Style. Although the Watch did not make the cover (although¬†the cover does say that it is ‘starring Apple Watch’), it does get three pages of press attention in the middle of the magazine.
The main picture features Guinevere Van Seenus wearing a 38mm Apple Watch Sport with Space Grey case and black sport band. The¬†written accompaniment says that the Apple Watch does not convey ‘power, status and discernment’¬†like a Rolex can but holds back no punches in saying it will ‘wipe the floor with existing smartwatch manufacturers and give mid-market watchmakers a fright’. The¬†magazine compliments Jony Ive in particular, for the design.
Jony Ive has got the tone of the Apple Watch just right. It looks elegant but not standoffish, and as well as the 18 variations of the regular version, there are the 10 Sport options, which¬†come with a lightweight case, strengthened glass and a rubber strap, plus the more expensive Edition range (six models), made from 18ct gold.
This quote again implies that the only combinations of body and band¬†Apple will offer at launch are those listed on its Gallery page. A selection of additional bands will be available to buy separately.
The¬†double-page spread is accompanied by another single page, pictured¬†above, that is written by¬†‘technology expert’ David Phelan.¬†It is certainly interesting to see a more technical discussion of the¬†product’s features in a fashion magazine.
Unfortunately, there are no new insights here beyond what is already common knowledge. He does criticise the lack of a camera for potentially missing out on ‘Generation Instagram’ who want to take selfies on their wrist, apparently.
Apple has already¬†announced an event on March 9th,¬†where it¬†will¬†go into more detail about the Apple Watch. Tim Cook has said¬†it¬†is planned to ship to customers in April.
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