With its Apple Watch event, Apple redefines itself as a luxury brand
Tim Cook and other members of the Apple team used the word privilege a handful of times during today’s Apple Event. The word usually signified graciousness, like “It’s a privilege to be here” or “It’s a privilege to present this new product.” Privilege describes what Apple showed on the stage in Cupertino. In the MacBook and Apple Watch, we see items designed for those who don’t desire functionality so much as fashion. It would be a privilege to own them.
In a single press conference, we saw an exclusive partnership with HBO that limits potential customers for a service that, briefly, looked like it would make the popular cable service easier to access for anyone without a cable subscription or looking to cut the cord. We saw a MacBook…
Source:: The Verge
