Last month Apple proudly announced it had hired Australian-born aesthetic guru Marc Newson to join the tech company’s legendary stable of designers. He’s about to come out with a decidedly low-tech masterpiece: a high-end engraved shotgun to be produced by the Italian firearm manufacturer Beretta.
It would be difficult to find two companies at more distant positions on the spectrum of corporate culture and product focus. Apple is known for innovative digital devices and phones, with a history built on sleek computers. The company, founded by the late Steve Jobs, is the epitome of Silicon Valley cool.