So much of Apple’s “Spring Forward” event last week has been analyzed to death, but I’d like to focus for a moment on the outfit that CEO Tim Cook wore. Yes, I know, such trivial considerations like executive fashion are inane when discussing a company like Apple–or at least they used to be–but bear with me.
The costumes CEOs wear during keynote events have become a part of the marketing message, especially when they involve multibillionaires slumming in something you could buy for $100 at Ross. For years, Steve Jobs wore rumpled, fading 501s, New Balance sneakers and the now-
iconic black mock turtleneck. Early on in his keynotes, Tim Cook wore an untucked button-down shirt over nondescript jeans. (Fashion writers sniped that he had “
no fashion.”)
That changed this week. Cook announced the sale of the Apple Watch not only with his shirt tucked in, but enveloped by a dark zip cardigan. The jeans looked to be upgraded to selvage denim. The message–coming during a week when Apple’s stock entered the blue-chip Dow Industrials and the company itself started pushing
$17,000 gold watches–was clear, if fitting: Fashion now matters at Apple. I’m talking about, of course, much more than Tim Cook’s jeans.