These days, Apple is more like a fashion label than an electronics company
The iPhones of Fall | The Atlantic
For Apple, “change” no longer refers to revolution. It refers to fashion. Apple is becoming more like Prada and less like Edison.
This has been the case for some time, it was just harder to notice as the iPhone was undergoing large-scale adoption. But in retrospect, Steve Jobs’s keynotes functioned more like catwalks than like product demos. And the Apple Store has always been a boutique as much as an electronics shop.