To Ives credit he tried to do the brand split and focused on Apple Watch as the test bed first with “Edition” then “Hermes”

There just wasn’t the demand.

That seemed more like experimenting with interesting industrial design approaches and materials though. It’s not as much like, a very distinct side-hustle to design stuff that’s completely different.

They sort of do this with Beats as a parallel business to their own Apple speakers with products that aim at a totally different market. They need to start doing that with computers too. The entire Mac lineup is designed to be, like, a Honda Accord or Camry. But the Mac Pro is crap, they need a business-line that makes a computing equivalent of a pickup truck but they don’t want to commit.