Today in revelations about everything awesome and crazy in Kanye West’s world comes this: Saying no to Apple.
In a feature story in the New York Times T Magazine, West says that he “passed on what he says was a multimillion dollar partnership with Apple.”
It seems a slightly odd move for a man who is collaboration-and-endorsement happy — the article for the fashion issue cites partnerships with Adidas, Nike and Louis Vuitton as just a few. The Verge speculates as to why West would turn down a world-class brand like Apple, and it has to do with his alliance with Jay Z’s new music-streaming service Tidal:
“It’s been suggested that Beats co-founder Jimmy Iovine has been speaking with some of the same artists that went on to found Tidal,” the Verge writes. “West’s music would be a big score and a quick way to get people using Beats, but it’s perhaps no surprise that he’d turn Beats away to work with Jay Z and other musicians on Tidal.”
The other idea the Verge floats is that Apple approached West about a design partnership, but why would he turn that down? Holding out for more money, perhaps? More creative control?
Who knows what goes on in the fabulous life of Yeezy, but one thing’s for sure: He’s at the point career-wise where he can pretty much do whatever he wants. And since he loves fashion — and just launched his first sportswear line — a fashionable smartwatch might not be too much of a stretch in the near future.
Below, his collection for Adidas Originals, Yeezy Season 1, which debuted at New York Fashion Week in February:
