Apple Kicks Off Apple Watch Advertising with 12-Page Spread in Vogue Magazine

As the April launch of the Apple Watch approaches, Apple has started a major advertising campaign, beginning with a 12-page spread in the March issue of Vogue magazine. According to the photos of the spreads posted on MacRumors, each full-page ad is simply an actual-size image of the Apple Watch on a white background. The images show different casings and bands, giving readers a sense for the style options. 

This emphasis on style certainly represents a new direction for Apple. Functionality, ease of use, and vertical integration were selling points in the past. There was always a stylistic touch to Apple's gadgets, but the emphasis was more on utility than beauty. Certainly the Apple Watch will be useful, but it's clear Apple is positioning it as a fashion object. It will be fascinating to see how this plays out. If nothing else, it shows that Apple is willing to change the emphasis in its brand and venture in new directions. But a focus on fashion also seems a bit superficial, especially since fashions are so ephemeral.

If you're interested in the Apple Watch as a fashion statement, you'll not only be able to buy the Apple Watch Edition for a rumored $5,000, but will also be able to spring for a diamond encrusted Apple Watch at a price of up to $75,000. According to MacDailyNews, a company called Brikk will offer 30 different models of the Apple Watch in their Lux Watch product line, ranging from $7,500 to $75,000. Brikk is already taking pre-orders and expects their Lux Watches to ship 4–6 weeks after the Apple Watch goes on sale.

Of course, Apple itself will be selling a fairly pricey watch, with some suggesting the gold Apple Watch Edition could sell for as much as $10,000. TidBITS has done an interesting calculation based on the numbers of the high-end watch Apple is rumored to be manufacturing: the gold used in this watch could take up 30 percent of the world's annual gold production — which would amount to nearly $30 billion worth of gold per year.

No doubt Apple will be making a tidy profit on these watches, just as with the iPhone. It's amazing how one company can so consistently generate so much profit. According to a post on AppleInsider, in the fourth quarter of 2014, sales of the iPhone accounted for 89 percent of the total smartphone profit worldwide. Samsung's smartphones accounted for 11 percent. And everyone else lost money.

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Jim Karpen's picture

Author Details

Jim Karpen

Jim Karpen holds a Ph.D. in literature and writing, and has a love of gizmos. His doctoral dissertation focused on the revolutionary consequences of digital technologies and anticipated some of the developments taking place in the industry today. Jim has been writing about the Internet and technology since 1994 and has been using Apple's visionary products for decades.