We'll need some time to judge whether Apple's (NASDAQ: AAPL ) iPhone 5s is the winner the Mac maker wants it to be. But if the marketing is to be believed, there are plenty of reasons to like the device's chances to boost Apple stock.
The latest? A video from London fashion design house Burberry. The following preview of its upcoming collection was shot with a 5s:
Burberry also plans to use the 5s to shoot its spring 2014 runway show in London.
"This collaboration celebrates our relationship and shared foundation in design and craftsmanship. We have a mutual passion for creating beautiful products and unlocking emotive experiences through technology, which has made it intensely exciting to explore the capabilities of iPhone 5s," said Christopher Bailey, Burberry's chief creative officer, in a statement.
Why should investors care? First, strategy. Not long ago, CEO Tim Cook rehired Paul Deneve from Yves Saint Laurent to work on what appeared to be design-specific special projects, such as an iWatch. Partnerships with the likes of Burberry could help market not only the 5s but also Apple's next wave of breakthrough products.
There's also timing to consider. Apple is taking pains to demonstrate the capabilities of its newest handset in the face of tough competition from the likes of Samsung, which just announced plans to offer 64-bit processing in its next generation of smartphones. Google (NASDAQ: GOOG ) , meanwhile, is shipping 100,000 made-in-the-USA Moto-X handsets from a Texas factory each week.
No doubt the Moto-X and handsets like it will prove exceptionally functional. Apple, with the 5s, is aiming for customers who want more than that: fashion, and function.
Take it as a good sign. Wearable computing is coming, and Apple will do what's necessary -- including disrupting its own products -- to lead the trend. How might it happen, and how can you profit? Our analysts offer a working theory in a new special report. Click here for your copy right now -- it's free.