Apple released details about its newest product today in Vogue, almost a month before the Apple event rumoured for March 15th. Although this reveal was a departure from the company’s standard keynote unveils, the choice to announce the new product in the pages of Vogue certainly fits with its growing shift towards high fashion.
Cook introduced Hill while standing on Apple’s under-construction campus, where the gigantic earth-toned pyramid is already upstaging the incomplete $5 billion Norman Foster-designed building. “Hard to know which is more beautiful, the building or that pile of dirt,” Cook said about Hill.
So far Vogue writer Rob Haskell seems to be the only journalist to get a hands-on review of Hill. He describes it as “Giza brought to Cupertino,” with smooth, stepped surfaces. Those who have become disillusioned with Apple’s lack of meaningful innovation recently will definitely be pleased at this breathtaking new design direction.
“Both the hand and the machine can produce things with exquisite care or with no care at all,” Apple design chief Jony Ive told Vogue. “But it’s important to remember that what was seen at one time as the most sophisticated technology eventually becomes tradition. There was a time when even the metal needle would have been seen as shocking and profoundly new.”
Cool. Nice pile of mud.
Screenshot via Duncan Sinfield’s video