comscore
News

Apple invites fashion journalists to its September 9 event; confirms iWatch's arrival?

If you still weren’t fully convinced that Apple is planning to unveil the iWatch at its iPhone 6 event on September 9, here’s another clue. The Cupertino-based technology company has invited top

fashion-journalists

If you still weren’t fully convinced that Apple is planning to unveil the iWatch at its iPhone 6 event on September 9, here’s another clue. The Cupertino-based technology company has invited top fashion editors and bloggers in ‘unprecedented’ numbers, reports Reuters

“I assume it’s because they are unveiling a wearable,” said Lea Goldman, features and special projects director for Marie Claire magazine, who has been invited for the first time. “This suggests Apple is serious about tapping into the fashion world, which often sits on the sidelines.”

“It confirms that they have a play in wearables and that they want to appeal to the fashion world, and not just technology consumers,” said Lauren Indvik, editor in chief for Fashionista.

Over the past two years, Apple has hired former Yves Saint Laurent CEO Paul Deneve as its vice president for special projects, former Burberry CEO Angela Ahrendts to head its retail operations as well as Patrick Pruniaux, former vice president of Tag Heuer’s global sales and retail. Apple also hired legendary designer Mark Newson, a long-time friend of Jony Ive.

The company is expected to take the wraps off a wearable dubbed iWatch at its event next week. The iWatch will be the company’s first new product category since 2010 – when it launched the iPad tablet. This will also be the litmus test for Apple’s CEO Tim Cook who is still to prove that the company can innovate in the post Jobs era.

Over the past few months, several companies including Google, LG, Samsung, Motorola have forayed into the wearable space, but all seem to be struggling to lure customers. On Tuesday, all eyes will be at Apple hoping to see an awe-inspiring product.

The event kicks off at 10:30PM, and Apple will be live streaming the event on its website. Alternatively you can also follow our iPhone 6 live blog.

  • Published Date: September 7, 2014 12:01 PM IST
  • Updated Date: September 9, 2014 8:16 PM IST