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Apple Watch: the fashion verdict
Apple Watch review: beautiful hardware spoiled by complicated software Read more
I have been wearing the Apple Watch for two hours now, and Im profoundly disappointed. Because despite chuckling with exaggerated best fake canada goose jacket laughter as I read an email on my wrist in Topshop, and ostentatiously finger-sketching smiley-faces in full view of the queue in Wasabi, not one single person has noticed it. Even when I used it as a phone, answering a call from my husband walking through St Pancras station with the watch in front of my mouth in full Knight Rider fashion, nobody is impressed. (Least of all my husband. Wait, do you mean my voice is coming on speaker out of your watch? he asks, and then pretty much hangs up on me.)
And impressing people, if were honest, is the point of the Apple watch. This is the first piece of tech that has achieved standalone desirability, rather than as an extension of its functionality. When I told friends I was trying it out, the most common response was: I want one (this came first); does it work? (as an afterthought).
Beautiful design has always been a cornerstone of the Apple brand, but the watch takes this further. It is sleek and elegant but it is also slightly, yet deliberately, frivolous. The watch comes in 38 possible variations of strap and screen size, all of which have exactly the same memory and capability: a clear acknowledgement of the value of personal style. For the first time ever, Apple has targeted celebrities and tastemakers. (Beyonc and Karl Lagerfeld both had solid-gold Apple watches before they went on public sale). And the new ways of communicating offered by the watch are whimsical, verging on silly: you can send a heartbeat, or you can sketch initials or a face. The buying canada goose jacket online taptic engine is exactly what it sounds: a motor that gives you a tiny tap on the wrist when a message comes through from one of your favourited contacts. Its a nice, friendly tap, not the static shock I had imagined, which feels much closer to human contact than the vibrate or beep of a phone.