The Punt: Apple can’t bear to Watch as Jean-Claude tries to be cool
The movers and shakers at Apple must be spluttering into their mochaccinos and skinny lattes in Silicon Valley this morning. In much the same way as the denim-clad (and middle-aged) Jeremy Clarkson made jeans uncool for Generation X, the Apple Watch has just been given the kiss of death.
Competition from Samsung or Sony? Not a bit of it. None other than former ECB boss Jean-Claude Trichet, popping into the banking inquiry in Dublin yesterday, was sporting his very own wearable Apple device. Oh dear.
The device is very much aimed at tech-savvy teens and the like, so you can imagine that images of a 72-year-old retired public servant wearing one is every marketing man's worst nightmare. What next? (Super) Mario Draghi playing with an XBox?
Still, the cutting-edge Apple device does have it uses: its beeping alerts can wake you up when Irish folk drone on during inquiries, and the heart rate monitor is just the thing for today's fit retirees when they need to leg it away. Like the folks at Google, the powers that be at Apple must think Europe really has it in for them.