From pop-up kiosks in up-scale luxury department stores to focusing more on the fashion press than the tech pages, it’s been fascinating to watch the unorthodox way in which Apple is choosing to spread the word about its upcoming Apple Watch: attempting to make it into this summer’s must-have item.
During Monday’s episode of The Voice, the next step of this roll-out was revealed, as Pharrell Williams — acting as a judge on the show — was spotted wearing the device, without a supervising Apple engineer or PR bod in sight.
Hey, as fashion items go, it makes a change from giant hats, at least!
After the show, Pharell — who has previously worked with Apple as a performer for its iTunes Festival — uploaded a brief video clip to his Instagram channel, showing off his stainless steel Apple Watch in all its glory, sporting a Mickey Mouse face.
His one word commentary? “Woah!”
Yep, that about sums it up.