I agree that Apple is attempting to move into a new space beyond consumer electronics. I agree that fashion makes sense because it builds on the existing brand value, dovetails nicely with Apple's values, and ensures a high profit margin.
What I disagree with is why Apple is doing this. I think this is a survival move by Apple. The value of computing is plummeting. It becoming a less than commodity item. Look no further than cloud computing and the Raspberry Pi 2. Think about it, you can buy a full functional computer these days for less than the cost of the mouse and keyboard. That is how ridiculously cheap computing has become.
Apple needs to provide consumers a reason to buy their product. The plummeting cost of computing makes their traditional argument of 'it just works' a harder sell. Now, they are pivoting to an aspirational brand, a life style brand, a luxury brand. Apple products now/will have value beyond their functional use.
This trend will accelerate. Apple is uniquely positioned to have both the talent and money to perform this pivot. The question is whether Samsung, HTC, Huawaei, Lenovo, etc have the means to do so?
Apple's classic nemesis, Microsoft, is already in the midst of such a pivot, though in its case to services, as it moves away from the traditional compute workhorse of desktop computers. Traditional software offerings such as Windows and Office are becoming software as a service platforms.
I think Apple's transition will be the hardest. Fashion and luxury are fickle. It will demand that Apple is simple better than everyone else around them. Thus far, they have been.