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Apple Wrestles With Marketing Smartwatch as Fashion Item

Apple CEO Tim Cook summed up the problem during a conversation with sales staff at a London Apple Store: “We've never sold anything as a company that people could try on before.” With the expected launch next month of the Apple Watch, the company's first new product in five years, Apple will be stepping into new territory. To conquer the marketplace, the watch will have to appeal not only as a gadget but as a fashion statement, a fact tacitly acknowledged by Apple's...

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