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Apple Watch Goes on Display in Milan, Phil Schiller and Marc Newson on Hand

After being announced to appear at Milan's Salone Del Mobile Design Fair earlier in the week, today the Apple Watch was displayed for the first time to the public, outside of a retail store or pop up shop, at the design fair (via Macitynet) [Google Translate].

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The Apple Watch on display in the Carlo e Camilla restaurant

On display at the Carlo e Camilla restaurant in Segheria, the Watch is displayed in long rows of glass-topped tables, identical to its presentation in Apple's own retail locations. The fair is even allowing customers to experience the same try-on appointments happening in retail stores since pre-orders began one week ago.

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The entrance to the Apple Watch showcase at the fair

Interestingly, as the Watch is displayed at the Carlo e Camilla in Italy, pre-orders for the wearable aren't available to Italian customers due to Italy not being included in the first wave of launch countries for the Watch. There to experience the event is senior vice president of worldwide marketing at Apple, Phil Schiller, and Marc Newson, who works part time at Apple as a designer alongside Jony Ive.

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Phil Schiller at the event in Milan

Although Apple has yet to confirm pre-order numbers for the Watch, analyst Ming-Chi Kuo believes the device could have sold more than 2.3 million units during the initial pre-order wave. While the exact number remains a mystery, stock of the Apple watch definitely remains constrained as pre-orders for all devices slipped to a 4-6 week dispatch date, and beyond, only 6 hours after going live.

Related Roundups: Apple Watch, watchOS 2
Tags: Phil Schiller, Marc Newson
Buyer's Guide: Apple Watch (Caution)


Top Rated Comments

(View all)

15 months ago

Phil stands out like a blue sore thumb, in a sea of fashionable black.


lol at his oversized shirt, that's how one knows he's really american :p
Rating: 21 Votes
15 months ago
Wow, apple's really trying to put itself right next to the well known fashion brands, good for them. :D
Rating: 13 Votes
15 months ago
Phil stands out like a blue sore thumb, in a sea of fashionable black.
Rating: 12 Votes
15 months ago

It looks like the Apple Watch is turning into a real hit, to the chagrin of all you naysayers.

How? :confused:
Because Apple has paid millions to advertise/display/promote their Apple Watch?
Rating: 11 Votes
15 months ago

lol at his oversized shirt, that's how one knows he's really american :p


We like to be comfy. ;)
Rating: 9 Votes
15 months ago

My God, I love Apple just as much as everyone else does but this is crazy. They're hyping up their watch like its a new miracle to man kind. I sure hope the watch doesn't flop for Apple's sake.


You would prefer they kept it a secret?

By getting it out there and branding it fashion, timepiece, fitness device, etc., they are marketing it in a way that will hopefully appeal to many different kinds of people. That's what they should be doing.
Rating: 8 Votes
15 months ago

My God, I love Apple just as much as everyone else does but this is crazy. They're hyping up their watch like its a new miracle to man kind. I sure hope the watch doesn't flop for Apple's sake.


Actually..........

Now, more than every I would LOVE it to flop.

Why?

For one simple reason now.

To show Apple, and other companies acting in this manner and treating the public in this manner is not the way to go about things.

If this flopped major style, then they may go back, re think and realize what a dumb idea and bad way to treat loyal customers this is.
Rating: 8 Votes
15 months ago

How? :confused:
Because Apple has paid millions to advertise/display/promote their Apple Watch?


It doesn't matter HOW. It's just becoming THE watch to own. Sorry.
Rating: 8 Votes
15 months ago
Schiller? Where the heck is Angela Ahrendts? Seems to me she has been conspicuously absent in this product rollout.
Rating: 8 Votes
15 months ago

Phil stands out like a blue sore thumb, in a sea of fashionable black.


Schiller looks like a slob who spends his time coding and eating Doritos.
Rating: 6 Votes

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