Apple devices are technologically efficient and user friendly, but it is not sold based on tech superiority to other brands. Apple is more focused on design. The products Apple Inc. makes are sold as fashion devices, a must have to be considered “up to date with this generation trend.”

In 1984 when the iMac was first introduced, the print ads used arty photos that made it look less like a machine and more like a museum piece. When Apple Inc introduced the iMac, it had three targets in mind: the loyal consumers, consumers using other PC and first time consumer buyers. For the first-time consumer buyers, Apple changed the method of advertising. Buying computer used to be based on processor power, functions and software packages, but it became more about which color the consumers wanted; they had commercial that categorized the product as choosing between “strawberry and grape.” other print ads “yum” and “iCandy.”

Fashion and consumers connection to machines have always been the goals for Apple. In 1999 after apple introduced five more colors to its iMac,  they created a commercial featuring the five colors spinning with the song of the Rolling Stone “She’s a rainbow.”  One of the Apple products that emphasized fashion was the iPod.

Steve Jobs mentioned that the sale of iPod “should also help introduce Windows users to Apple’s clever and stylish designs, like the use of the screen as keyboard or swiping on the screen to unlock, thus encouraging more users of phone with buttons to adopt the iPhone when it came out. The design on Apple computers like the 3D presentation of the apps made PC users to switch to Macintosh computers.” after the iPod, Jobs predictions were right. To our these days, Apple products like iPhones, Macbooks became a must have. Only one out of all my friends at Rowan University isn’t an iphone user.Another design that brought Apple much success was the iPad.

The iPad was a great innovation, combining the features from the iPhone and the Mac. The size was perfect for people that are mobile, it is useful for office work and can be used as a great tourist tool for like: pictures, recordings, music and many other things. But the latest of Apple product is the complete representation of Apple as a fashion brand, the Apple watch.

The Apple watch is set to be released early in 2015, it took three years of work by not only techies but also big fashion watch designers like: Marc Newson, Burberry’s Angela Ahrendts and Yves Saint Laurent’s Paul Deneve. This wearable device directly states that Apple might be an advance technology device, but it is also used as a fashion gadget.