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Apple expanding invite base for iPhone/iWatch event, focus on fashion reporters


As noted by Reuters, Apple has greatly expanded the number of people it has invited to its event on Tuesday, when compared to past Apple announcements. This is probably one motivation for Apple’s change to use Flint Center as a venue, with over double the seating capacity of Yerba Buena, Apple’s usual venue of choice. Reuters say that Apple is making “closer ties to the fashion world” to try and appease fashion critics about its wearable devices.

Several fashion media editors told Reuters they received invitations for the first time to an annual September product-launch, which they took as confirmation of a wristwatch in the wings.

“I assume it’s because they are unveiling a wearable,” said Lea Goldman, features and special projects director for Marie Claire magazine, a first-time invitee. “This suggests Apple is serious about tapping into the fashion world, which often sits on the sidelines.”

Apparently, Apple also hosted a brand new event for fashion executives last month demonstrating lifestyle apps, so the focus on fashion goes beyond this event alone. And, whilst the Reuters report concentrates on fashion invitees, it is worth noting that Apple has also increased the breadth of technology figures it invites for the September event. This includes Apple commentator John Siracusa and Stratechery’s Ben Thompson, who have received invites for the first time.

Apple’s changing attitudes towards fashion have also been reflected in its hires, such as Burberry’s Angela Ahrendts and Yve Saint Laurent’s Paul Deneve. Jony Ive, Apple’s head of design, was recently quoted saying that ‘Switzerland is in trouble’ in reference to its upcoming wearable product, effectively acknowledging Apple is ready to fight the fashion of Swiss watches head on.

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  1. dcj001 - 9 years ago

    “Apple expanding invite base for iPhone/iWatch event, focus on fashion reporters”

    Apple expanding invitation base…

    • Benjamin Mayo - 9 years ago

      ‘invite’ can be used as either a verb (to invite) or a noun (an invite, equivalent to invitation). I opted to use invite in the headline for conciseness.

      • Eli Matar - 9 years ago

        Hey Benjamin, you’re a professional.
        I think you shouldn’t reply to such comments. Specially when the people are wrong.

      • dcj001 - 9 years ago

        Definitions may vary from one dictionary to another. Anyone who uses “invite” as a noun is less than literate. And illiteracy is contagious. May people mindlessly repeat what they hear and read.

        invite |ɪnˈvaɪt|
        verb |inˈvīt| [ with obj. ]
        make a polite, formal, or friendly request to (someone) to go somewhere or to do something: we were invited to a dinner at the embassy | [ with obj. and infinitive ] : she invited Patrick to sit down.
        • make a formal or polite request for (something, esp. an application for a job or opinions on a particular topic) from someone.
        • (of an action or situation) tend to elicit (a particular reaction or response) or to tempt (someone) to do something: his use of the word did little but invite criticism.

      • dcj001 - 9 years ago

        Eli Matar said:

        “Hey Benjamin, you’re a professional.
        I think you shouldn’t reply to such comments. Specially when the people are wrong.”



      • Slipp D. - 9 years ago

        @dcj001 Eli may have meant:


        as an eye dialect hinting at a non-standard pronunciation.  It seems to make sense in the context of writing for the last sentence to be read with a muted tone, as to express an attitude of “no kidding”.

    • kevicosuave - 9 years ago

      I just checked several dictionaries. All of them listed it as a noun, although some specified that this was informal/colloquial usage.

      If people repeat what they’ve heard and read, doesn’t that result in the evolution of language?

      When someone is writing a headline, being as concise as possible is very helpful. Given that no confusion exists in the title, and how common the word is used as a noun, it seems to me that this usage was entirely appropriate.

    • These comments are hilarious given the offences caused on this site by people who do not understand the difference between ‘then’ and ‘than’.

      As for there/they’re/their… well…

  2. Apple – at the intersection of fashion & technology.

  3. RP - 9 years ago

    I’m going to guess part of the mystery building will dedicated to a catwalk for a fashion show.

    Apple, all other gadget companies has spent decades cultivating a reputation for high end quality products and design excellence. This is Apple’s catagory to lose. It’s all theirs unless they blow it. Asus, Samsung, MS and all others have an uphill battle for anything but the low margin commodity market.

    • RP - 9 years ago

      ^ I meant
      * Apple, unlike all other gadget companies..

  4. Mustafa Gerçek - 9 years ago

    Is there any information about people from the medical-world who are invited the first time??

    • RP - 9 years ago

      Good point. I bet they have. Fashion, fitness, tech, medical. The scope and ecosystem looks to be huge.

    • Mustafa Gerçek - 9 years ago

      I am still exited about the glucose-measurement-feature of this device. That will be the game changer. In terms of fashion, there are some nice watches out as you know. Especially the LG watch r is quiet nice. Apple could be better here, but even if they would be more “fashion” that is not a real argument for the watch to be a mass product or a game changer.

      And all the features out there like heart rate and UV-Level measuring are not really the winners.

      – O2-Saturaton for Sleep-Analyze
      – Glucose-Level for Diabetics
      – here is to say that an Israeli company called Integritiy is aggressively advertising their “glucotrack” system
      – RR for Hypotonia
      – And maybe EKG, but thats not so easy without any gadget => accessoir companies will fill that gap

      when these five points(with heart rate) comes -proofed by the FDA- comes together, the Physicians and Patients will sell their hearts to Apple. And companies who did that job before will start a war…

    • acslater017 - 9 years ago

      With all those HealthKit partners (Sutter, Kaiser, Stanford) I’d be surprised if there weren’t any medical/scientific/health care execs.

      I just wonder if Home Depot or someone will be there too!

  5. xbepax4224 - 9 years ago

    Phew, apple is really going to make this a huge thing. I guess they would need to in order for it to be successful.
    If it’s looks good, plays a big part in health and interacts with your phone….they’ll sure take the lead over Samsung.


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Benjamin develops iOS apps professionally and covers Apple news and rumors for 9to5Mac. Listen to Benjamin, every week, on the Happy Hour podcast. Check out his personal blog. Message Benjamin over email or Twitter.