Caviar's $11,560 iphone 17 pro: a piece of steve jobs' legacy?
Luxury phone manufacturer Caviar has once again stirred the tech world, this time with a new line of custom iPhone 17 Pro and Pro Max models featuring a fragment of Steve Jobs’ iconic black turtleneck. Yes, you read that right – a piece of the uniform worn by the Apple co-founder, now embedded in a smartphone costing more than some used cars.
The return of a design motif
The concept isn’t entirely new. Back in 2020, Caviar offered similarly extravagant iPhone 12 Pro and Pro Max editions, incorporating a sliver of Jobs’ turtleneck into the Apple logo. The initial pricing, starting at $6,490, already positioned these devices firmly in the realm of pure indulgence. But the iPhone 17 Pro models represent a significant escalation in both price and perceived exclusivity.
The design aims to evoke nostalgia, mirroring the aesthetic of the original iPhone's rear panel. The 256GB iPhone 17 Pro model, featuring the turtleneck fragment, commands a hefty $9,630. For those seeking maximum storage and ultimate status, the 2TB iPhone 17 Pro Max will set you back a staggering $11,560. Both iterations proudly display a “50th Anniversary Edition” inscription, commemorating Apple’s founding on April 1st, 1976, alongside Jobs’ signature – a potent blend of history and conspicuous consumption.
But there's a catch. While Caviar claims the turtleneck fragment was worn by Jobs during the NeXT computer unveiling, a recent 9to5Mac discovery unearthed video footage showing him sporting a tuxedo at that event. This discrepancy raises questions about the authenticity of the claim, adding a layer of skepticism to the already outlandish proposition.
The tradition of Apple’s CEO adopting a uniform stems from a 1980s visit to Sony in Japan. Jobs, reportedly averse to suits and ties, was inspired by the factory workers’ matching attire. The story goes that Sony provided the clothing to its employees due to financial constraints after World War II—a gesture Jobs initially attempted to replicate at Apple, only to be met with employee resistance and a decidedly unenthusiastic reception.
Ultimately, Jobs embraced the turtleneck, jeans, and sneakers as his own personal brand, a stark departure from his earlier image of a young executive in tailored Italian suits. This transformation became synonymous with Apple’s renaissance and Jobs’ return to the helm.
Caviar’s offering isn't merely about attaching a piece of fabric to a phone; it's about tapping into the mythology surrounding Steve Jobs, leveraging his iconic image to justify an exorbitant price tag. Whether this strategy will resonate with consumers remains to be seen. But one thing is clear: for a select few with deep pockets and an unwavering devotion to the Apple legend, the iPhone 17 Pro from Caviar represents a tangible link to a pivotal moment in Technology history – even if that connection is, at least in part, manufactured.