#BS: Apple. S(t)ocks to bet on.

Apple is selling fancy socks for $150 a pop.

Okay, fine, they aren’t socks. They’re "a ribbed mesh structure with the qualities of the original pleats patented by ISSEY MIYAKE* […] a beautiful way to wear and carry iPhone."

Listen, I love Apple. I have adored the brand for decades. I would work there in a heartbeat. I am literally typing this on an Apple product.

But let's call things what they are. Socks.

Sure, by Issey Miyake, as my partner reminded me. But socks.

#BrandlySpeaking though, if I were betting on any tech brand to successfully sell (overpriced) socks, it would be Apple. Apple understands the power of brand and the art of story. But perhaps more importantly, Apple understands that when consumers truly love and identify with a brand, anything is sellable.

*Did you know that Issey Miyake is also the designer behind Steve Jobs’s iconic black turtlenecks? Some cute trivia for your next dinner party chat 🧦🍎