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Apple Inviting 'Top Fashion Editors and Bloggers' to September 9 Media Event

iwatch_concept_ifoyucouldsee Apple has extended invites for its upcoming September 9 media event to "top fashion editors and bloggers", reports Reuters. The news comes as the company is expected to unveil its first wearable device at the event, which has been frequently referred to as the iWatch.
Apple is forging closer ties to the fashion world as it plots its foray into the fertile field of wearable technology, trying to win over a critical crowd that may prove crucial to the success of consumer gadgets worn around the body.
Previous reports have suggested that the iWatch will be a "fashionable device", coming in a number of different materials and having a variety of band and face options. Other rumors have suggested that the device may also come in a number of screen sizes , and feature a curved, flexible display along with biometric sensors to track health-related metrics.

The report also states that Apple held a private, "first-of-its-kind event" last month at an Apple Store in New York to show a variety of fashion and retail apps to a group of style editors. Multiple fashion editors also told Reuters that the company has held other separate events in New York City for members of the fashion industry to review new products and meet the team behind them.

Apple has also hired a number of fashion industry experts in the past year, which include former Yves Saint Laurent CEO Paul Deneve who works on "special projects" and directly reports to CEO Tim Cook. Last October, the company also hired former Burberry CEO Angela Ahrendts, who is currently Apple's Senior Vice President of Retail and Online Stores.

While the iWatch is expected to be announced at the company's media event next week, reports have suggested that the device will not begin shipping until early next year.

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Top Rated Comments

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65 months ago

Please MacRumors, spend 10 minutes on finding new and better mockups..

Rating: 64 Votes
65 months ago
Please MacRumors, spend 10 minutes on finding new and better mockups..
Rating: 36 Votes
65 months ago
Every time that mockup is shown, an angel loses it's wings.
Rating: 26 Votes
65 months ago
So the big structure is a fashion show runway?
Rating: 20 Votes
65 months ago

Please MacRumors, spend 10 minutes on finding new and better mockups..

These stupid mockups are better for all of us. They lower the bar so much that when Apple unveils the real thing we will all be impressed. I don't want to see good mockups especially since their creators don't know anything about engineering so they don't have to play by the rules of Apple who must create a working product. I don't want to the comparison to make me disappointed by the real thing next Tuesday.
Rating: 14 Votes
65 months ago
This iWatch mockup looks uglier than a Galaxy Gear...
Rating: 11 Votes
65 months ago
Here's to hoping it looks amazing and nothing like the mockups.
Rating: 10 Votes
65 months ago
Considering they have a Burberry CEO on their team, I can't imagine that they're deluding themselves about having an actual fashion piece here. There's no way this is going to end up being a new-fangled calculator watch. I'm super intrigued.
Rating: 9 Votes
65 months ago
I would recommend checking out 9to5mac's article on known Apple execs, key hires etc regarding this. (Article is missing Musa Tariq, Monier, Newson)

They've got Leadership, Fitness, Fashion and Health all in on this. So we're going to see all of those Tuesday for sure. This looks iPhone Project Purple big.

I'd imagine we'll see LVMH, Kering, and other groups looking into this with interest - the big fashion houses can have big investments in guess what - luxury, sport & lifestyle. So it's Fitness, Fashion, Health and more. They went and cherry picked some interesting people (see above article). Some we know:

Former CEO at YSL - Deneve
Former CEO at Burberry - Ahrendts DBE
Former Former VP at LVMH fashion house, Marketing and Sales at Tag Heuer - Pruniaux
Former Social Media Chief/Digital Marketing Director Burberry & Nike - Tariq
Former EU Retail Head at YSL - Monier

This isn't a novelty. Apple has poured literally millions into this ($85 million just to get Bob Mansfield to do 2 more years, Forstall went). They've got degrees, C-level positions. A Knight Commander (Ive) and a Dame Commander (Ahrendts). Former Nike Fuelband engineers. Ex-Director's of Nike's R&D lab. Sleep experts, sensor experts (glucose, blood etc - just view what Healthkit covers). It's a team over a 100 (

Healthkit doesn't look to be half-baked - they've put a lot into this. Looks like a lot more has gone into Healthkit than imagined. They've stocked up on fitness and health experts. Mobile health and fitness tracking is going to skyrocket (

Apple is known to take a while to make API's - they're a hard thing to do right. And it looks like they've done their homework.
Samsung's is going to have to do more than vague handwaving to catchup, if Google's behind Apple. If they can bring together 3rd parties to feed into this, they've got a winner.

Project Purple level? "The sensor field is going to explode." Tim Cook D11 (//
"I think wearables are incredibly interesting. I think it could be a profound area for technology."
"I think there are lots of things to solve in this space."
"It's an area ripe for exploration"
"You have to convince someone it's so incredible"
"The whole sensor field is going to explode. It's already exploding. It's a little all over the place right now. With the arc of time, I think it will become clear.

Apple's done patents from at least 2009 on sports (Search for "Sports" - there are dozens on sensors, tech, wearables, work with Nike people, all sorts). Flexible LED patents, sensor patents all sorts. Wonder what comes out. Imagine if their announcement was as strong as WWDC? Healthkit (, Homekit and more. "It all looks ready to go (It all looks very ready to go.)"

Some Healthkit options (
Diagnostics: Number of Times Fallen, Galvanic Skin Response, Body Heat Flux
● Fitness: Body Mass Index, Body Fat Percentage, Height, Body Mass, Lean Body Mass, Distance, Calories, Activity Count, Flights Climbed, Steps, Basal Calories, NikeFuel
● Lab Results: Blood Glucose, Blood Alcohol Content, Perfusion Index
● Medication: Inhaler Usage
● Nutrition: Total Fat, Polyunsaturated Fat, Monounsaturated Fat, Saturated Fat, Cholesterol, Sodium, Carbohydrates, Fiber, Sugar, Calories, Protein, Vitamin A, Vitamin B6, Vitamin B12, Vitamin C, Vitamin D, Vitamin E, Vitamin K, Calcium, Iron, Thiamin, Riboflavin, Niacin, Folate, Biotin, Pantothenic Acid, Phosphorus, Iodine, Magnesium, Zinc, Selenium, Copper, Manganese, Chromium, Molybdenum, Chloride, Potassium
● Sleep: Sleep Analysis
● Vital Signs: Heart Rate, Oxygen Saturation, Blood Pressure, Respiratory Rate, Body Temperature, RR Interval

All this and they're transitioning from Objective C to Swift?
Rating: 9 Votes
65 months ago
Part of me keeps thinking that the iWatch will just be your normal looking watch, non digital, no electronic screen for reading anything on, just lots of sensors to feed back things to the iPhone behind a normal watch face. That way it won't have a geeky/nerdy look.
Rating: 8 Votes

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