Apple’s Watch marks its transformation into a fashion brand

See the original posting on The Verge

The iPhone came first, but it was of secondary importance. Apple’s big event this month relegated the company’s best known and best selling product to the role of an opening act for “the next chapter in Apple’s history”: the Watch. With a perfectly pitched tremor of emotion in his voice, CEO Tim Cook finally confirmed all the rumors of an Apple wearable device, while leaving some mystery about how it will work and everything it will do. The product itself was almost less important than the statement the company was making: the future of personal computing will be on your wrist and Apple has the time machine to transport you there.

In spite of never once uttering the word ‘smartwatch,’ Apple is now one of the most committed participants…

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