"...so personal that you can wear it" according to Apple Design boss Jony Ive. The Apple watch Hermès illustrates this well.
In 2015, for the first time in its 40-year history, Apple invited a fashion house to collaborate on the design of a product, and they had chosen no one less than Hermès.
Tim Cook and Jony Ive discuss about the synergies between Apple and fashion in the latest Vogue magazine.
In May, the Metropolitan Museum of Art's Costume Institute will explore the relationship between fashion and technology in the exhibition "Manus x Machina".
Watching how people use Apple products you could indeed ba tempted to say that Apple products are fashion. And other organisations have - or should have - learnt from this how important design is - and the personal touch.
More and more organisations are playing with this and trying to add the human touch., becoming their customers' friends. Quartz is a new kind of global business news outlet. It introduces a new way of presenting news - via a type of chat, as if you were chatting with your friends.
Basecamp makes project management not only truly collaborative and web based but fun by addressing customers on their site as if they are talking with them.
Hipmunk, a travel search and booking platform, communicates with their clients as if they were their personal travel agent or concierge. Hello Hipmunk is a personal service added on top of this, allowing to get personal suggestions without additional effort.
There are a lot more examples of personal technology. The robot story is just another one ;) Organisations need to watch the space if they want to succeed and differentiate in the tough market environment.