Alongside the hubbub over new iPhones, the debut of a gargantuan iPad and a $99 pencil, the stage of the Apple event in San Francisco on Wednesday evening also pointed to a curious new men style tribe: Apple Dad, first coined by a senior editor on news aggregator website Digg and now bubbling throughout social media.
Throughout those Apple laboratories, it hasn just been the specs and scale of the gadgets that have been tinkered with, because those on parade at the event CEO Tim Cook and his senior staffers Jeff Williams, Phil Schiller, Eddy Cue and Craig Federighi debuted a mode of attire that laid back and easy, but also considered.
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Call it an evolution of the Normcore trend, that shift toward played down, don average as everything dressing. Applecore, if you will. The power players of Palo Alto all of them middle aged men have progressed from the Steve Jobs era black polo necks and jeans into colourful long sleeved shirting. They run the gamut from safe navy to lilac and crimson, with cuffs casually rolled up (and on Microsoft’s Kirk Koenigsbauer, with a contrasting cuff lining for a quirky flourish) and hems left untucked, the rebellious, louche little devils.
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The straight legged, flat fronted jeans are suitably dad safe no rips, skinny silhouettes or engineered denim here; this was more Russell Crowe than Russell Brand. The shoes from what can be gleamed from imagery are blandly nondescript, with the exception of Eddy Cue’s shirt matching red Nikes. Saint Laurent next season Cuban heels have yet to catch on at Apple HQ.
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Apple’s Senior Vice President of Internet Software and Services, Eddy Cue Photo: EPA
The effect is relaxed but considered, precise but not consciously style centric. The shirts aren casual workwear affairs either, they clearly well tailored and likely made in fine fabrics; those Ermenegildo Zegna and Brooks Brothers boutiques exist in Palo Alto for a reason. The look conveys the message that these Californian Gods of Tech can just as easily express you a kale juice and join you at your 6am Soulcycle class as they can ride the Silicon Valley crest.
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Apple Senior Vice President of worldwide marketing Phil Schiller Photo: EPA
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It also a look that defines a middle aged man in the upper echelons of success; there no trace of corporate, banker style suiting here, just the kind of attire that straddles the smart/casual divide and looks professional but still at home strolling through the man made forest at the company Cupertino headquarters.
Kirk Koenigsbauer of Microsoft at the Apple launch event Photo: EPA
All of this marks a growing shift in how men in their forties and fifties dress. The Cupertino crowd occupy the same sartorial spectrum as the Great British Bake Off Paul Hollywood (king of Baked Applecore), part of a growing dad tribe that less about starched formality and more about something that if not exactly a tad more at ease.