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Apple design head Jony Ive ahead of iWatch debut: ‘Switzerland is in trouble’

London Fashion Week S/S 2013 - Burberry Prorsum arrivals

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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Comments

  1. Gregg Mojica - 10 years ago

    Reblogged this on Apple Rumors.

  2. Eric Zudanovtschik - 10 years ago

    More like our wallets are in trouble!

    • cdmoore74 - 10 years ago

      Rolex is operating out of Switzerland so we are positively screwed. Would have felt better if he said Casio and Rolex are screwed.

      • Cody Woodward - 10 years ago

        pretty sure he was getting at swiss movements

  3. Scott Wooters - 10 years ago

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

    • TechSHIZZLE.com - 10 years ago

      They’re about as worried as Balmer when the iPhone was released. And you see what happened to him and his company…

      • michaeloftroy - 10 years ago

        Who says Apple isn’t teaming up with Rolex for a few special editions?

      • André Hedegaard Petersen - 10 years ago

        Balmer? Thats incredible how much a psycho tool he could be on stage. I’ve never in my life (apart from George Bush) heard anyone speak as if they just came out of 10th grade like that!

    • encogneato - 10 years ago

      I’m being dense. Why would a crown at 12 o’clock be a problem? Switzerland is afraid Apple will make a pocket watch?

      • Daniel Is'invisible - 10 years ago

        Rolexes are made in Switzerland and Rolexes have a crown at 12′.

      • mostling (@mostling) - 10 years ago

        No, Rolexes have the crown at 3 and a coronet on the dial at 12.

      • lesposen - 10 years ago

        And I doubt people by Rolexes to tell time accurately

  4. 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.

  5. encogneato - 10 years ago

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

    • Daniel Is'invisible - 10 years ago

      Mechanical watches aside. I mean tissot has been making T-touch series which is a quartz watch for over quite a while well before the smart watch craze(battery lasts around 6months). But yea your right people who are actually going to buy an expensive watch are expecting quality not some machine made junk from china.

    • irelandjnr - 10 years ago

      Who says they haven’t?

  6. Taste_of_Apple - 10 years ago

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

  7. Shrinivas - 10 years ago

    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.

  8. herb02135go - 10 years ago

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

    • ziongpham - 10 years ago

      Trolling?

      • password92 - 10 years ago

        His contextual comment was very meaningful and escalated the creativity of this c-section, no?

    • Oh, you again. Good to see you herbie :D I always have to laugh at how stupid your comments are.

    • samuelsnay - 10 years ago

      How isn’t this guy’s account banned yet? It’s setting an odd precedent that drive-by trolling is totally okay to do here.

      • herb02135go - 10 years ago

        Why, because I’m not blinded by shiny Apple products? Because I encourage critical thinking and discourage cult- like behavior?

        Or is it because people look at the articles in which I’ve commented, increasing page views?

        Or the posture comments I receive in my in box, thanking me for holding Apple to a higher standard?

        Can you be more specific?

      • herb02135go - 10 years ago

        Why don’t you (and the other names you post under) comment on the articles rather than attacking me just because you disagree with me?

        I don’t care if you read my comments. I really don’t.

    • thomasskyg - 10 years ago

      it’s nice that you liking your own comments

      • thomasskyg - 10 years ago

        obviously that’s supposed to be “you’re”

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

  10. 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.

    • *I doubt (or maybe hope) didn’t say that…

    • Dan (@danmdan) - 10 years ago

      A number of Swiss watch makes already “beat” a Rolex – especially Patek Phillippe.

      • Rolex was used as an example, my point was the consumer market especially in the wearable market is extremely finicky and as you helped to prove getting someone to think the iWatch beats, out blings, etc… any “Swiss” (aka high end) watch might be more difficult then John presumably thinks.

        By this I’m not saying Apple will fail or won’t push volume (I actually expect it would sell well), I just don’t think people who buy high end watches are going to trade in a $1000+ watch for an iWatch.

  11. rogifan - 10 years ago

    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.

  12. rogifan - 10 years ago

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

  13. howardbrittain - 10 years ago

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

    Yeah right ………. really worth reporting then …

  14. 311sie (@311sie) - 10 years ago

    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.

  15. Warren Jones - 10 years ago

    Thats some bold stuff!! love it !!

  16. Warren Jones - 10 years ago

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

  17. nycjdc - 10 years ago

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

    • jedwards87 - 10 years ago

      And if you showed him the door you had better quickly sell your huge number of shares. Better yet, why don’t you just sell your shares.

    • giskardian - 10 years ago

      Yeah, fire him for a jesting comment. Hire someone to oversee Apple design who doesn’t swear or joke around. What an insanely great idea!

    • o0smoothies0o - 10 years ago

      Your comment is boneheaded. If they believe this device is highly fashionable, and provides vast benefits, then why would one purchase a fashionable watch that doesn’t do anything it does, besides tell time?

      • herb02135go - 10 years ago

        Away from the cult, no one cares about an I watch. The wearable market isn’t poised for growth.

    • PMZanetti - 10 years ago

      Jony Ive can say whatever tf he wants.

    • I would show you the door. Dum*ass.

    • Dan (@danmdan) - 10 years ago

      He is not “Sir” he really IS — Sir Jonathan Paul “Jony” Ive, KBE RDI

  18. Marco Simone - 10 years ago

    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

  19. 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.

  20. Robert Dufly - 10 years ago

    I think he meant Apple is going to buy Switzerland

  21. 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’.

  22. Simone A. Pozzi (@sawlls) - 10 years ago

    IFondue?

  23. nilayvakil - 10 years ago

    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.

  24. lagax - 10 years ago

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

    • charilaosmulder - 10 years ago

      Fitness may be more of a niche (although it shouldn’t, so any motivation is welcome), but health is relevant to all of us.

      • lagax - 10 years ago

        But the average consumer won’t buy a device for it. They need another point for buying it: notifications is a big one.

  25. Mark Dowling - 10 years ago

    The iwatch with have a atomic clock function.

  26. “Switzerland is fucked”

  27. Goran Radulovic (@godza) - 10 years ago

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

  28. KW Phua - 10 years ago

    What? A Transformer Watch!!!!

  29. tg337 - 10 years ago

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

    • flaviosuave - 10 years ago

      “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.

      • jnapps - 10 years ago

        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.

  30. Romain Robert - 10 years ago

    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.

    • flaviosuave - 10 years ago

      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.

  31. rahhbriley - 10 years ago

    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.

  32. rahhbriley - 10 years ago

    @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.

  33. Ario (@ArioYazdan) - 10 years ago

    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.

    • Josh Harker - 10 years ago

      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.

  34. mrmistry (@mrmistry) - 10 years ago

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

  35. Sarah Kehoe - 10 years ago

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

  36. jerryfromcan - 10 years ago

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

    The future is powerless…

  37. jerryfromcan - 10 years ago

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

  38. sirfrancis0 - 10 years ago

    Let’s go Jony!

  39. Kelly Albertine - 10 years ago

    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.

  40. Gerry Ebisuzaki - 10 years ago

    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.

  41. Moin Abbasi - 10 years ago

    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.