And so Apple is getting the final ingredient in the arsenal of a luxury brand: a fragrance. Admittedly, it wasn’t developed by the company itself; it was commissioned from a scent manufacturer called Air Aroma by an Australian art collective called Greatest Hits as part of a gallery installation. Still, it pretty much confirms what we already knew about that brand: that it has transcended tech to become part of an individual’s socio-political identity — and hence open to artistic commentary. Now, what’s Apple going to do about it? After all, it may sound conceptual, but I think it has quite powerful real-world applications. Read more
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