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Creating the Apple Watch, Apple’s first new category device since Steve Jobs’s passing in late 2011, posed more challenges than iPhone development due to social expectations around wearing a pocket computer on one’s wrist, Apple’s design tzar Jony Ive told The Wall Street Journal on Friday.

Ive and his team are largely responsible for the look and feel of Apple’s hardware over the past two decades, and since 2011 have been tasked with stewardship of the software and all design across the company.

Here are a few soundbites from the interview.

“Even though Apple Watch does so many things, there are cultural, historical implications and expectations,” Ive said. “That’s why it’s been such a difficult and humbling program.”

The British industrial designer, who is now 47 years old, believes with “every bone in his body” that the Apple Watch will help establish a new category of computing device because the wrist is an ideal place for “lightweight interactions” and “casual glancing”.

“As soon as something is worn, we have expectations of choice,” said Ive, adding that only “in prison” do people all wear the same thing.

According to Walter Isaacson’s bio book on Steve Jobs, Apple’s late co-founder ensured that no one could touch Ive at the company. Tim Cook, the new CEO, has given Ive more responsibilities than ever after appointing him senior vice president of all design across the company, a role that includes the look and feel of both hardware and software.

Following the major iOS 7 revamp last year and the redesign of OS X in the form of Yosemite, Cook put faith in Ive and his team to create the Apple smartwatch, the company’s first truly new product since the iPad.

In the past year or so, the Apple CEO expressed his confidence and trust in Ive on several occasions, most recently during the Apple Watch unveiling in September 2014 when he credited Ive and his team with an “incredible” work on the project.

The Apple Watch starts at $349 and goes on sale in early 2015.

[The Wall Street Journal]

  • hkgsulphate

    the watch doesn’t look like a product from Jony…

    • Maxim∑

      some people on reddit said Apple purposely made the renders thicker so people could see the detail.

      Plus at the time it was a preview, I’m sure some things will changes by 2015

      • Jason Baroni

        What detail?

    • Jason Baroni

      Have you seen its straps? Yes, it’s by Jony.

  • Hussain Alsanona

    shut up guys every one will buy it and first one is me!

  • n0ahcruz3

    I like the apple watch The only problem.. battery life. I dont want to charge it every night.

    • iamse7en

      it’ll get better. Still not sure if I’ll get the 1st generation or not. 2nd generation will be much better, but I can always buy and sell the first gen. The price difference will be my rental, which might be like $80 depending on how well I take care of it. Probably worth it anyhow.

    • appletimemac

      Why? Why does it matter? You won’t need it while you’re sleeping.

      • n0ahcruz3

        Cause i want to charge 2 devices every night. That’s ridiculous. Its suppose to be a sleep tracker aswell? Or am I mistaken?

  • Fanboy 

    It’s not beautiful, or gorgeous, but it is wearable when you consider all the features it will have. I have yet to see 1 beautiful smartwatch that has tons of good features. You guys have to realize these aren’t watches, they have to pack a computer into this thing, a battery, etc.

  • Alberto Espinal

    People are always gonna hate, they said that the iPhone 6 & 6 Plus will never sell well in the Europe market that the Galaxy Note was gonna crush the iPhone 6 plus, now they are saying that the Apple Watch is going to be a fail but watch what’s going to happen, it’s going to be crazy sales for that device

  • 4pp1e

    Waiting for a perfect product is like a woman waiting for a perfect boyfriend and stay single for the rest of life LOL

  • @dongiuj

    And still is “posing more challenge”. Fugly! But then again I suppose “beauty is in the eye of the beholder”.

  • jzack

    i think the most important part is the charging part. will only buy it on based on a good battery life and wireless charger. without those 2, its doesn’t seems to be practical to use them.

  • was the digital crown the best solution? Why not utilize the edges of the watch for navigation? I would have done that; but unfortunately Apple doesn’t have me on the payroll

  • Ali Ghanem

    Anyone knows the battery lifetime???