[rafski]

This hire is a more natural fit than most techies would think.

The genius of Jobs was that he understood better than others that personal tech had more to do with fashion industry than tech industry.

He run Apple as a fashion company: he set trends, introduced seasonal device colours and collections, presented them in fashion gala shows packed with industry press. He was a fashion dictator.

Most of their competition still doesn't get it, they still think they sell technology.

Apple builds great technology, but it sells hip and sexy.