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Ahead of Apple’s September 9th event that will include the introduction of Apple’s first wearable computer, along new, larger iPhones, The New York Times has profiled the existing wearable market. The juiciest bit from the story? A purported quote from Apple design chief Jony Ive, relayed by another Apple designer. Said Ive, referring to the existing watch market, “Switzerland is in trouble.”

Here’s the full section:

According to a designer who works at Apple, Jonathan Ive, Apple’s design chief, in bragging about how cool he thought the iWatch was shaping up to be, gleefully said Switzerland is in trouble — though he chose a much bolder term for “trouble” to express how he thought the watchmaking nation might be in a tough predicament when Apple’s watch comes out.

So, it appears Jony did not actually say “trouble.” He said something “bolder.” Perhaps “screwed” ? :D

Apple’s watch, we first reported, will have a strong sense of fashion in addition to fitness. We’re expecting the device to have a fair-sized display along with wireless charging, a variant of iOS, integration with Apple’s new HealthKit and HomeKit services, the ability to make NFC-based mobile payments by touch, and of course, several medical-grade sensors for monitoring a user’s pulse, hydration, heart rate, and other fitness/health data points.

This also could explain Apple’s recent hire of a Switzerland-based watch company’s marketing head. It also turns out that, if the Ive quote is true, Swatch could have a lot more to worry about than just a trademark.

 Image via Getty Images

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80 Responses to “Apple design head Jony Ive ahead of iWatch debut: ‘Switzerland is in trouble’”

  1. More like our wallets are in trouble!

    Liked by 7 people

  2. Unless the iWatch has a crown at 12 o’clock, I doubt the anyone in Switzerland is losing any sleep.

    Like

  3. iWatch will definitely be a game changer, only downside is that it will be 2015 before we get one. Then again for $400 this thing better be insane.

    Like

  4. encogneato says:

    I’d say unless Apple have figured out a way to make a mechanical watch “smart” this is unlikely.

    Liked by 2 people

  5. Let’s see if he’s right or if it’s just bragging come September 9th. I bet he’s right.

    Like

  6. Shrinivas says:

    According to a designer who works at Apple, Jonathan Ive, Apple’s design chief, in bragging about how cool he thought the iWatch was shaping up to be, gleefully said Switzerland is in trouble — though he chose a much bolder term for “trouble” to express how he thought the watchmaking nation might be in a tough predicament when Apple’s watch comes out.

    Like

  7. herb02135go says:

    Why? Because Apple has found other countries willing to hide its money?

    Like

  8. If it is a $400 watch as leak then I highly doubt it…

    Like

  9. I doubt (or maybe hope) he said that. Either way it would be a dumb thing to say in general. The consumer market is wishy washy at best, it’s hard to say what will beat a rolex in the end.

    Like

  10. rogifan says:

    Wait….so we’re supposed to believe a designer, currently working at Apple, went off the record to the New York Times? I call BS on that. Unless of course the quote came, not from an Apple designer, but from Apple PR.

    Liked by 2 people

  11. rogifan says:

    Oh and if Ive said something bolder we know what it was…f***ed.

    Liked by 2 people

  12. “A purported quote from Apple design chief Jony Ive, relayed by another Apple designer.”

    Yeah right ………. really worth reporting then …

    Like

  13. So we’re supposed to believe that a team member of the most secretive unit within one of the most secretive companies in the world has leaked a comment like that, from one of the most quiet executives in the industry? And if true, it’s not a planned leak? Kind of silly.

    Like

  14. Warren Jones says:

    Thats some bold stuff!! love it !!

    Liked by 1 person

  15. Warren Jones says:

    Damnnnnn ! reading these comments and all i can think is ‘you guys take this crap wayyyy to seriously !! ..which ,perhaps ,is the intent lol !

    Like

  16. nycjdc says:

    If “Sir” Ive said something as boneheaded as that, well, as a huge shareholder, i’d like to show him the door.

    Like

  17. Marco Simone says:

    Oh Apple is a joke. Doesn’t anyone remember the days of iPhone 5? When Apple and Co bragged about the quality of the iPhone and that it was the BEST ever. They released it and it came out scratched, dented, scuffed right out of box for months and they denied it and said it was normal! LMFAO!

    Ya… I don’t care how amazing Apple says something is… wait until they manufacture it… it won’t be that AMAZING! :)

    We are not stupid Apple!!!

    http://www.extremetech.com/electronics/136835-apple-responds-to-iphone-5-scuffgate-scratches-and-chips-are-normal

    Liked by 1 person

  18. Who the hell is this “designer” who is talented enough to work at Apple but stupid enough to leak a product and even drag Jonny’s name through the mud like this?

    “according to designer that used to work at Apple”.. is more like it.

    Get rid of this shmuck, he makes Apple sound like a cocky arrogant lazy company. Even when they worst barbs were being thrown at iPhone 1.0, Apple never responded like this.

    Like

  19. Robert Dufly says:

    I think he meant Apple is going to buy Switzerland

    Liked by 4 people

  20. Of course he could have been referring to the forthcoming England vs. Switzerland qualifier on Monday after watching a rampant England destroy the mighty Norway last night.

    Please note far clarity’s sake that in this case ‘rampant’ is a bolder version of ‘soporific’, ‘destroy’ is Ive-speak for ‘awkwardly scrape past’ and ‘mighty’ is Jony-bluster for ‘once-reasonable, now sadly reduced’.

    Like

  21. nilayvakil says:

    What he must have meant was that so many companies are coming out with smart watches and those watches can change looks as per your clothing, so Swiss watches will have problem.

    Like

  22. lagax says:

    I’m praying that this is not a health device. That’s so niche.

    Like

  23. Mark Dowling says:

    The iwatch with have a atomic clock function.

    Liked by 1 person

  24. I believe he said ““Switzerland is fu**ed.”

    Like

  25. KW Phua says:

    What? A Transformer Watch!!!!

    Like

  26. tg337 says:

    I’m sorry, but electronic watches will never be fashion.

    Like

    • flaviosuave says:

      “A pocket watch on one’s wrist?!? No decent fellow would ever go for such a thing!”

      -You, if you were alive in the 1800s probably.

      Like

      • jnapps says:

        Maybe he means that it won’t be fashion because they are generally blocky, huge and made to be used, rather than glanced at or admired.

        I disagree of course. Some day smart watches will be a fashionable thing – it would be ridiculous for them not to. They will get smaller, and consumers will continue to demand more and more electronic devices.

        Like

  27. Knowing apple quality of design, i’m sure it’s gonna be a really nice Watch. However, as I work it the High End Watch industry in Switzerland, i’m sure it will not change anything to the mechanical watchmaking market. Even if it’s a $400 timepiece, it’s still a cheap electronic Watch. These are clearly two different market with different Customer.

    Liked by 1 person

    • flaviosuave says:

      Maybe so, maybe not. An iWatch would obviously never replace a Patek, Vacheron, etc., in terms of history, prestige, etc. But that’s not the right way to think about it given the additional potential functions of an iWatch – as a mechanical watch lover myself, if I only have space on my wrist for one device and there’s a device that is mechanically interesting and beautiful, and a competing device that can potentially improve and lengthen my lifespan through health monitoring, assist me in making secure mobile payments on the go, provide no-hassle access to my car, smart feature home, etc., you can bet the latter is what’s going on there at the expense of the former.

      Like

  28. rahhbriley says:

    If true…it’s an awesome quote but not for the obvious. All the other tech companies are trying to win the smart watch race, the context of this supposed quote shows Apple aiming for the whole watch market. Bigger picture.

    Like

  29. rahhbriley says:

    @mark gruman @9to5mac

    Honestly, why hasn’t this @Herb02135go been banned?

    Really I’d like an answer. He’s making your comments section less desirable to participate in. Letting it go will have an affect in time, changing the quality of debate and interaction by the rest if the community. It’s your house, but I stop going to my friend’s house that doesn’t clean up after his dog pisses on everything. It fckin reeks of dog piss in here.

    Liked by 1 person

  30. not gonna happen… Swiss watch makers are not in the watch making business, they are in the jewelry business, so they got nothing to worry about.

    Like

    • Josh Harker says:

      Personally as a nice watch guy, if I really like my iwatch, and end up using it every day b/c of its every day usefulness, the other watches I have will get worn less and less. I’m not sure if that endangers the 1,000$+ market… but definitely the 100-400$ market for sure.

      Like

  31. What Do You Think of Apple’s New iTime Smart Watch? – From Jimmy Kimmel http://youtu.be/v9JQsXPd41U?t=1m15s

    Liked by 1 person

  32. Sarah Kehoe says:

    Very interesting article that touches on some of my thoughts yesterday.

    Like

  33. jerryfromcan says:

    Hey man what time is it?
    Fuck, I forgot to charge my watch last night….

    The future is powerless…

    Like

  34. jerryfromcan says:

    In wonder who they will steal the clock icon from this time?

    Like

  35. I very much doubt Switzerland watch makers are fucked. Watches are a very personable item that have far more intrinsic value than simply telling time. Its like google glasses saying that Italian eyeglass makers are fucked because they only make you see better (vs. telling time). I think Jony is smarter than this…as I do admire him. I can only think that he’s being pressured to hype the product pre-launch or he was having a drink at the wrong time. A bit arrogant to go on record to say something like this is not very realistic certainly for a tamed Brit like Jony who understands the digital potential backlash and implications of stating a very blunt statement.

    I can say this – I’m not leaving my watch collection for an Apple “I – Something” to simply be improved in exactly 1 year. I really hope I’m wrong by saying this, but on the opposite hand – if Apple can design from an art standpoint and not a simple feature standpoint that can and “should” withstand time and keep its value, I shall remain disdained.

    Like

  36. Yes, IWC, Patek Philippe, Audemars Piguet, Rolex are quaking in their boots about the iPhone release. This watch’s total cost wouldn’t even pay the sales taxes on the majority of high end mechanical swiss watches.

    Like

  37. Moin Abbasi says:

    I seriously doubt it. Just another egotistical statement. Switzerland has been producing watches for centuries, Apple is a newbie in comparison, targeting everyone who falls for their marketing gimmicks and laughing all the way to the bank. Switzerland produces timepieces worthy of being family heirlooms and passed down generations, appreciating in value with time and age, flawless functioning and quality unsurpassed, as compared to these ‘disposable’ novelties which depreciate the second you switch them on for the first time and quit on you at anytime due to so-called software issues. Apple has novelty and fashion appeal while Swiss watches have quality, longevity, beauty, elegance and investment value.

    Like