Here’s the thing: The iPhone didn’t become cool or the world’s best-selling phone because it was in Vogue or because celebrities used it. Nor did the iPod, or the iPad, or the Mac. They became cool because they were useful, well-designed, and elegant. But mostly useful. (Similarly, tie-ins with the fashion industry didn’t come close to saving Google Glass.)

It’s fine for Apple to advertise the watch in Vogue—why not? That cool factor, if Apple can attain it, could probably move a bunch of units, especially this first version. But the watch’s long-term success will depend on its utility and style—not just one or the other.

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