Cupertino, CA — Want to own a bit of that Steve Jobs magic? Apple is making a multimillion-dollar bet that you do.
Stepping outside of electronics for the first time in its history, today Apple is launching iWear — a fashion line that captures the look and style of its trendsetting CEO. A new ad campaign under the banner “Be like Steve” will appear in major consumer publications and websites during the holiday season. Bloomingdale’s will devote 400 square feet of retail space to iWear.
“This is the next logical step,” says Apple PR chief Katie “100%” Cotton. “Since Steve controls so much of our lives anyway, it just makes sense to let him dress us too.”
iWear makes it easy for anyone to be like Steve. All parts of the official Steve uniform will be neatly boxed, Apple style: mock black turtleneck, jeans and gray New Balance 991 sneakers. In addition, copies of Steve’s glasses (non-prescription) are available to complete the look. Underwear remains a matter of personal choice.
Analyst Paul Kornik sees iWear as a slam-dunk for Apple. “Sure, Steve puts his pants on one leg at a time, like anyone,” he says. “But let’s face it — Steve’s pants are magical. A lot of people are going to buy into this.”
Apple insists that no further Steve Jobs-related products are in the pipeline. However, plans are proceeding on new products tied to other well-known Apple personalities. Expected in 2011 are Essence of Phil (Schiller-inspired cologne), iStubble (electric shaver for the Jony Ive look) and GirthTamer (Wozniak-endorsed, elasticized belt).
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