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Dvorak: Apple Halfway to Being 'An Out-and-Out Fashion and Accessories Co.'

Wednesday, May 24th, 2006 at 3:25 PM - by

Columnist John Dvorak on Wednesday weighed in on Apple and Nike's joint announcement on Tuesday. He led off by stating that the companies teamed up "to produce an odd tennis shoe," neglecting to note that the announcement was actually about a device that will fit into the soles of shoes Nike has in development. The device transmits workout data to a receiver connected to an iPod nano, allowing users to hear it spoken to them through their headphones.

The product also enables joggers to press the center button on their iPods to hear their "Power Song," which is a pre-designated tune that will give them extra incentive to complete their run. "Does this sound a little nutty to anyone else but me?" Mr. Dvorak asked rhetorically, apparently unaware that iPods are used heavily by people who work out, many of whom may feel that a specific song can offer an adrenaline surge.

Despite his misgivings, however, Mr. Dvorak does believe that the Nike+iPod Sport Kit "will sell like hotcakes because right now Apple has the Midas touch." He thinks, though, that "this Midas touch may be leading in the opposite direction of the Macintosh computer the way I'm seeing things. I've already lamented about the over-emphasis on the iPod gizmo over the substantial Macintosh computer, but I could be missing the point altogether."

He then goes on state to that he thinks Apple CEO Steve Jobs "has by now surely admitted to himself that he is more of a cultural tastemaker than any sort of high-tech computer executive. He's not about management. He's about taste." As a result, he thinks Mr. Jobs is halfway to turning Apple "into an out-and-out fashion and accessories company."

He then goes on to offer the view that Apple could "go all out and design fabric, sheets, towels, home paint colors, custom cars, bikinis, bottles, eyeglass frames, lamps, toasters, pots and pans, and, well, the list is a long one ... Put these guys to work designing kitchen appliances. I'd buy whatever they dreamed up (maybe)."

Mr. Dvorak closed by bringing up the story of how Mr. Jobs supposedly wooed Pepsi CEO John Sculley to Apple by asking him if he wanted to "spend the rest of his life selling sugar water ... The irony here is that Jobs has become that sugar water salesman but hasn't noticed it yet. Let's face it, the iPod is sugar water of a different sort."

And Mr. Dvorak's readers should face the fact that he seems to be more interested in making provocative statements that will generate traffic to his columns than in assembling cogent arguments.

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A guest said: (hide)

Wed May 24, 2006 3:55 pm

I thought he said Apple was going to be Windows vendor? Tune in next week when he baits Apple will be an automotive company. God knows, they cant be a succesful computer, OS, media disturbution, retail chain, online store and sofware company.

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A guest said: (hide)

Wed May 24, 2006 4:07 pm

I often do not agree with Dvorak's vision, but this was a good piece of writing.

Apple is indeed a fashion house, one that merges fashion statements and technology.

There's really nothing wrong with! Too long, and still is in de Windows world, it's

technology that drives the product. But Apple shows functionality and siimplicity should

drive a product (and will make it successful) and technology is just a way to get there.

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bryson said:

member since 05 Mar 2002 with 79 posts, unranked, send him a message or view his profile

Wed May 24, 2006 5:18 pm

"halfway"?

They release one non computer product and suddenly they are making perfume?

Dvorak is a bigger nimrod than I even thought.

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A guest said: (hide)

Wed May 24, 2006 5:41 pm

Apple is selling an electronic gadget that works with Nike shoes and from what I read it sounds like something that would be handy. Dvorak is halfway to being qualified for job with Fox news, a few more outrageous stories and he could be an anchor

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A guest said: (hide)

Wed May 24, 2006 5:59 pm

Speaking as one who uses a nano in the gym I can attest to the nano being perfectly suited to the job. Put in a performance feedback feature to boot? Cool! Have it talk to you? Tres cool!

I think this is also very clever marketing, folks. Apple is going all out to boost exposure thhis year. And now it teams up with Nike, the biggest name in football shoes, just weeks before the World Cup. Brilliant.

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Mikuro said:

member since 15 Jun 2002 with 457 posts, unranked, send him a message or view his profile

Wed May 24, 2006 7:24 pm

You know, I've been saying more or less the same thing for years, but with a different tone and from a different angle. Apple has been moving slowly and steadily towards fashion, trends and luxury items, and this is not what the Mac is all about.

Don't be so quick to dismiss Dvorak's point just because he's a dimwit. Even dimwits have insight on occasion. If you trim away the hyperbole, there's a valid point there.

Is this new Nike product so out of line? Not really. It's a natural extension of what they already do. The thing is, they keep making these "natural extensions" and branching further into areas that have nothing to do with what Apple was originally all about. The jump from the iPod Nano to this thing isn't so crazy. The jump from the HD-based iPod to the iPod Nano was obvious. The jump from iTunes to the iPod was logical enough. The jump from the Mac OS to iTunes was sensible. But if you zoom out a bit, you'll see that Apple has jumped from the Mac OS to...some shoe accessory? Odd indeed.

I'm not saying there's anything wrong with a company branching out. All companies, especially tech companies, need to be agile to survive. But let's not pretend that Apple's not changing what they do. They ARE moving, and they're moving towards fashion, trends, and luxury items — which is basically what Dvorak is saying (and what I've been saying ever since the first iPod came out). And I am afraid that it's having a nagative impact on the Mac, especially in terms of PR. Like it or not, the iPod is sold and perceived primarily as a fashion item. Like it or not, in the eyes of the masses, the Apple brand is defined mostly by the iPod. Many people now see the Mac OS as a fashion item. As a longtime Mac user, I find this upsetting, and, again, it does not bode well for the future of the Mac. It almost makes me ashamed to admit I'm a Mac user, actually.

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A guest said: (hide)

Wed May 24, 2006 8:08 pm

My Power Song is The Queers cover of "Just A Mirage" on their live album. This is a great idea. I also have a Power Poem, "Orthodox Girls" by Matthue Roth. Dvorak is a nut.

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A guest said: (hide)

Wed May 24, 2006 8:40 pm

Dvorak is all.The.Way.Through.The.Door.Of.Complete.Idiocy!

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A guest said: (hide)

Thu May 25, 2006 12:12 am

Apple is in no way a fashion accessory business. It is not like they sell socks for your iPod.

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A guest said: (hide)

Thu May 25, 2006 1:59 am

Mikuro wrote:

"But if you zoom out a bit, you'll see that Apple has jumped from the Mac OS to...some shoe accessory? Odd indeed."

Apple doesn't make the shoe accessory. Nike does.

"It almost makes me ashamed to admit I'm a Mac user, actually."

You are a lying black PR a-hole.

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A guest said: (hide)

Thu May 25, 2006 2:29 am

Fashion...People are idiots.

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A guest said: (hide)

Thu May 25, 2006 2:35 am

Idiots. I agree. "Tune your Run" is just another iPod add-on. A cool one at that but still it is just a "toy." Dvorak (and all you other speculators) - put your ego away and enjoy your life.

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A guest said: (hide)

Thu May 25, 2006 6:32 am

Dvorak may have a point. Apple has indeed entered new areas but it hasn't gone astray. The Mac has not been neglected and making money from other "non mac" ventures will keep Apple alive for the forseeable future. That can only help keep the mac engine running smoothly.

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chefDave said:

member since 24 Sep 2005 with 2 posts, unranked, send him a message or view his profile

Thu May 25, 2006 10:08 am

Doesn't anyone recall the "Change the World" comments from years ago. Jobs is brilliant at seeing trends and applying terrific design to the product. If he extends the line with functional, beautiful products I say turn him loose. Name one other company that makes products that are a joy to use, look at, and work like they are supposed to. (Besides Honda, another company that gets it.) Admit it, they are a trendsetter. Look at the screen shots of Vista. Christ, Microsoft even stole the garbage can icon! Dell is opening retail outlets! I really don't care if I use a Windows, Linux, Unix, MacOS, or frigging toaster to get what I need done. As long as it works and saves me time I'm happy. It just so happens that MacOS is the one that works for me. As long as Apple turns out products that work and look good I'll buy them. That's the power of design and brand. That it's well designed is a benefit that only Steve Jobs seems to understand.

And if my memory serves me correctly Dvorak got his start praising Apple back in the early eighties. So what's his gripe anyway.

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mrmgraphics said:

member since 05 Sep 2003 with 825 posts, unranked, send him a message or view his profile

Thu May 25, 2006 10:11 am

+

Wow...you know Dvorak's taken one too many hits from Enderle's crack pipe when his "serious" columns start to sound like something from the Crazy Apple Rumors (CARS) website.

Dvorak:

Quote:
Everyone talks about Macintosh and iPods as being fashion statements, but nobody wants to come out and say that Jobs is more Hugo Boss than he is an Al Sloane. It's just a matter of time before Jobs bites the bullet and turns Apple into an out-and-out fashion and accessories company. Let's face it, he's halfway there.

The question that remains in my mind is whether he'll use the Apple brand, his own name or some new brand. This will be particularly important with the line of both women's clothing and perfumes.

CARS:

Quote:
According to internal documents forwarded to Crazy Apple Rumors Site by those in the know, Apple is teaming up with the following companies:

Pampers - For the lackadaisical parent, the Pampers In-Diaper Alert System tells your iPod when baby is wet, poopy or has chafing of the nimbus. Of course, if your blood alcohol level weren’t the same as the scotch and soda in your hand, you’d probably notice that stuff but, whatever, June Cleaver.

L.L. Bean - Your iPod will instantly recognize those formless sacks of natural materials you attempt to pass off as clothing and begin playing your hippie freak love-in music for you, you god damn commie.

Abercrombie & Fitch - The Poser Package includes a sensor that tells your iPod you’re wearing your way hip A & F garb and your iPod then plays some way cool tunes for you because you’re so awesome and boss!

Frickin’ poser.

Victoria’s Secret - The system includes leather crotchless thong underwear with a push-up bikini top and lace camisole with garters and fishnet stockings, all linked into the iPod nano to monitor friction and tension of the… the various… straps and… the fullness of the… cups… uhhhhhh…………… I’m sorry, I blacked out. What was I saying?

Look for these at an Apple Store near you later this year.

You frickin’ poser.

If you need a good laugh, you can see the above and more at: http://www.crazyapplerumors.com , an Apple-related website that writes funny articles under the guise of satire, and not serious journalism like some Dvoraks I could mention....

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Dreadnought said:

member since 01 Jan 2005 with 162 posts, unranked, send him a message or view his profile

Thu May 25, 2006 4:03 pm

Mikuro wrote:
...Apple has been moving slowly and steadily towards fashion, trends and luxury items, and this is not what the Mac is all about.

... ... ...

I'm not saying there's anything wrong with a company branching out. All companies, especially tech companies, need to be agile to survive. But let's not pretend that Apple's not changing what they do. They ARE moving, and they're moving towards fashion, trends, and luxury items — which is basically what Dvorak is saying (and what I've been saying ever since the first iPod came out). And I am afraid that it's having a nagative impact on the Mac, especially in terms of PR. Like it or not, the iPod is sold and perceived primarily as a fashion item. Like it or not, in the eyes of the masses, the Apple brand is defined mostly by the iPod. Many people now see the Mac OS as a fashion item. As a longtime Mac user, I find this upsetting, and, again, it does not bode well for the future of the Mac. It almost makes me ashamed to admit I'm a Mac user, actually.

Mikoru:

So, basically what you are saying is that you rate your image on what other people think. "It almost makes [you] ashamed to admit that [you are] a Mac user..." I must ask, why? Because OTHER people may have a skewed perception of what products you use? That has to be the most lame-assed, lemming-like attitude I've ever heard. You are also hanging out with a very bizarre group of people, who think a computer operating system is a fashion statement.

There certainly are people who don't want to own/use a non-iPod digital music player because the iPod is the "cool" thing of the moment - but honestly, that's the under-17 crowd. Survey the 20-70-somethings who ride the subway, walk down the city streets with the white wires hanging out of their ears, and they'll tell you that they like their iPods because they work. They plug them in to the computer, the music transfers, and they go on their merry way. Joe and Jill average don't give a rat's ass about the whole fashion-statement thing.

As for John C. Dvorak's statement - since he's both a notorious Apple Computer hater and a pretentious, self-aggrandizing, publicity-seeking know-it-all, his opinions (for me) have about as much value as a Biafran dollar.

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LaurieF said:

member since 15 Jun 2001 with 3547 posts, TMO Forum Mod, send him a message or view his profile

Thu May 25, 2006 5:05 pm

Mikuro wrote:
You know, I've been saying more or less the same thing for years, but with a different tone and from a different angle. Apple has been moving slowly and steadily towards fashion, trends and luxury items, and this is not what the Mac is all about.

So what is the Mac all about? Whatever it is, it isn't anything to cause shame.

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A guest said: (hide)

Tue May 30, 2006 8:52 pm

And Dvorak proves yet again that he "just does not GET Apple." And probably never will, and as such, is very ill-suited to writing about them (even though he continues to anyway).

Oh well.

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