A bigger job will be to ready Apple for the coming fusion of fashion and technology. The most talked-about new devices are wearable. Google’s Glass smuggles a smartphone into a pair of spectacles. Samsung’s Galaxy Gear squeezes some smartphone functions into a wristwatch. Apple is also keen to surf the wearable wave. An iWatch, which Apple may launch next year, would pull it towards Ms Ahrendts’s home turf, since it would compete with fashionable timepieces like Burberry’s.
Apple has long been something of a fashion house. Its product launches are choreographed like catwalk shows. But its glamour has faded since the death of Steve Jobs, its founder, in 2011. His successor, Tim Cook, is striving to regain it. He recently hired Paul Deneve, the boss of Yves Saint Laurent, a French fashion house. Sir Jony Ive, Apple’s design guru, now oversees the look of software as well as hardware. Ms Ahrendts brings another eye for beauty, and a knack for seducing consumers.
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