According to reports in the trade press, Apple‘s upper management have decided to discontinue production of FineWoven. Of the fabric, that is, presented with great fanfare last September as an alternative to high-quality leather. Lo and behold, FineWoven went so badly that it was discontinued after just six months. According to leaks on social media, the straw that broke the camel’s back was its poor durability: the “premium” cases, sold to the public for EUR 70, soon deteriorate with use. But the market has taken the novelty badly since its proposal.
Was it worth it? In our opinion no
Are we surprised? No, we are not. On the other hand, the indications were that Apple was not happy with the material. More to the point, FineWoven went so badly that there was hope for a general rethink of Apple’s brand strategies. Instead, unfortunately, at Apple they are not yet maturing the idea of revisiting the much-touted “leather-free” turn. At the Cupertino parent company, they prefer to stick to their easy slogan and, as Wired writes, still fish among alternatives to leather. Who knows if they have learnt anything from this experience: at the first round, they tried to pass off as a “favour to the environment” a plastic gadget that breaks down in record time. Let’s see what they come up with for the second round.
Photo from The Verge
Read also:
