Apple has always been highly effective in creating amazing products and marketing it successfully as a fashion must-have touted by models, celebrities and designers. To make its latest product, the Apple Watch an accessory that people lust after, it partnered with a high fashion magazine for its editorial debut.
For the month of November, Vogue China will be featuring the watch on the cover as well as a fashion spread showcasing the versatility of the watch. The fashion spread is modelled by Liu Wen, a highly sought after Chinese model.
“When Jonathan Ive and Tim Cook talked me through how they developed the concept of the Apple Watch from the beginning, I was impressed by their thoughts and passion for the project,” Angelica Cheung, Vogue China’s editor-in-chief, told BoF, when discussing her first impressions of the product.
“Then I saw the watches and thought they looked rather good; some are sporty and others are very classic and elegant. At the same time, they all have so many functions that would be useful in our daily life. I just thought that they combined technology, style and functionality and were very modern and, therefore, perfect accessories for the modern-day woman which is what the Vogue China woman is about.”
And there is probably a more strategic reason for Apple to choose a Chinese fashion magazine for its editorial debut. Earlier this year, Apple reported that iPhone sales saw a near 50 percent surge in China in the period of April-June. With the fashion collaboration, Apple looks set to sell a lot more Apple Watch, that only works with its iPhones, including ts latest iPhone 6 and iPhone 6 Plus, which go on sale in China on 17 October.