I greeted my colleague Richard Waters’s column today on the new mini Ipad – Apple’s equivalent of a mini-clutch – with a roll of the eyes. Not because it demonstrates yet another way in which the tech giant is mimicking the fashion world (by filling out their accessory offering), but because a recent experience has me thinking that maybe Apple has not learned its fashion/luxury lesson as well as this might suggest.
For the last few days I’ve been exploring Post, the new iPad-only fashion mag and the first of a host of such publications to appear. It beats, in other words, the much-discussed Rupert Murdoch iPad-only newspaper, a Virgin project, and another lifestyle mag that is so under wraps, if I told you who was behind it, I’d have to kill you (just kidding). In some ways, this is good – the first product to define a space can sometimes own a space (can you say “Apple”?) but it’s also risky: you work out your kinks in public. And I have to say, at this stage, I think the Post folks, and anyone else planning something for this space, have a few things to consider.