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Vogue interviews Jony Ive, discusses the Apple Watch: ‘Isn’t that fantastic?’

Jony Ive via Telegraph.co.uk

Vogue has published a new interview with Jony Ive, covering the life of the designer from his beginnings to the present day. Whilst many of the stories are simply retellings of previous interviews, the piece discusses Ive’s relationship with Marc Newson and — most importantly — Ive comments on the new Apple Watch. Apparently, Sullivan (the Vogue interviewer) was allowed to see the watch several weeks before the September 9th public unveiling.

When Ive shows it to me—weeks before the product’s exhaustive launch, hosted by new CEO Tim Cook—in a situation room that has us surrounded by guards, it feels like a matter of national security. Yet despite all the pressure, he really just wants you to touch it, to feel it, to experience it as a thing. And if you comment on, say, the weight of it, he nods. “Because it’s real materials,” he says proudly. Then he wants you to feel the connections, the magnets in the strap, the buckle, to witness the soft but solid snap, which he just loves as an interaction with design, a pure, tactile idea. “Isn’t that fantastic?”

Ive once again mentions that Apple Watch development began over three years ago. Cook has previously said that work on the project started just after Jobs died, in October 2011. In the interview, Ive discusses the evolution of watches and how the wristwatch concept was actually very late to the game relatively.

He also touches on how he believes Apple Watch will enable new forms of communication, referencing the drawing, walkie-talkie and emoticon features.

“You know how very often technology tends to inhibit rather than enable more nuanced, subtle communication?” he asks. This is the question that haunts the son of a craftsman: Is he making tools that improve the world or shut people down? “We spent a lot of time working on this special mechanism inside, combined with the built-in speaker” —he demonstrates on his wrist. You can select a chosen person, also wearing the watch, and transmit your pulse to them. “You feel this very gentle tap,” he says, “and you can feel my heartbeat. This is a very big deal, I think. It’s being able to communicate in a very gentle way.”

The interviewer recalls how Ive obsessed over the sound of the buckles and bands of the Watch in the private demonstration room. It definitely gives the impression that Ive loves this product on a whole different level to other Apple devices.

 “You just press this button and it slides off, and that is just gorgeous,” he was saying. He encouraged you to pause. “But listen as it closes,” he said. “It makes this fantastic k-chit.” He was nearly whispering. And when he said the word fantastic, he said it softly and slowly—“fan-tas-tic!”—as if he never wanted it to end.

You can read the full piece on Vogue’s website.

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Comments

  1. 89p13 - 9 years ago

    And this is why Apple is such an iconic company!

    Well done, Sir Ive, well done.

    • herb02135go - 9 years ago

      Let’s recap what we’ve read on this website:
      Apple gives earlier access to reporters who write favorably about the company.
      Thia reporter had early access.

      It’s a puff piece. A circle jerk.

      If the reporter wants continued access he better not say anything critical or he may get reprimanded by Apple.

      Was his story reviewed by Apple prior to publication? Good question.

      • timcrook - 9 years ago

        It most definitely has been reviewed by Apple. No reporter wants to board the Apple Ban Train.

      • Andrew Messenger - 9 years ago

        we get it. you’ve trolled every post on this site. move the f*ck on.

      • flaviosuave - 9 years ago

        Let’s recap your entire life in one word: loser.

  2. Nycko Heimberg - 9 years ago

    Mr. Ive gives no indication onto the real size of the screen of this Watch.

    http://9to5mac.com/2014/09/30/apple-watch-video-changed/

  3. TechSHIZZLE.com - 9 years ago

    I just love seeing someone so connected and invested in their life’s work. Certainly this isn’t unique to Ive and Apple, but he and they are at the top of the heap when it comes to their passion for manifesting their creativity.

    No, they don’t always hit a homerun, but they have a great-and unequalled-batting average.

    • vkd108 - 9 years ago

      What a dense cloud of illusion you live in. Sir Ive is obviously going to the extremities of the Earth to promote his new product, his sole aim, income.

      • TechSHIZZLE.com - 9 years ago

        You’re right-there’s no chance whatsoever that he’s proud of the work he and his team have done.

        No chance at all.

      • vkd108 - 9 years ago

        “It’s made of real materials.” Just one minute, is that the statement of a proud man or of a shameless person willing to spout any old bullsh1t?

      • TechSHIZZLE.com - 9 years ago

        vkd108: I think it’s words of someone who knows that so many manufacturers use plastic, band-aid like soft materials (ahem-we all know who), and other cheap materials. 18k gold is certainly a rarity for a tech-related device. And 18k gold is what a fashion magazine and its readership would be most interested.

      • 89p13 - 9 years ago

        Herb . . . Herb – Is that you with yet a different identity?

        No – just another useless troll who has no idea what designers live to do – wait – Real Designers, not the Shamesung “copy-cats.”

        Get a life. His sole aim is to invent and improve products until they work for us, in the simplest manner.

        vkd108 – by your very post, you have shown just how ignorant you are. Get A Life!

      • vkd108 - 9 years ago

        So if Apple omitted to pay him he would still continue? Don’t be daft, child. Oh, and please, let’s keep this civil, I hate it when debates are reduced to animalistic slander and name-calling. Thanks.

    • vkd108 - 9 years ago

      (have to reply here as it won’t let me reply to your 3rd-level comment)

      1. I, for one, do not know who is using band-aid like soft materials.

      2. Best practice is to not put words into others mouths; he made a general statement, encompassing all models in the range. You are trying to argue using a niche-market product material.

      3. The point is, Ive’s comment is quite ridiculous, especially coming from a supposedly highly qualified and widely recognised engineering design personality. It’s like coaxing an infant to take a bath by saying, “Real, wet water.” So, like I said originally, he is simply trying to promote Apple’s advertised high attention to detail and unfortunately going a step to far and putting his proverbial foot in it.

      • thomasskyg - 9 years ago

        Well, obviously he wouldn’t continue if he didn’t get paid. He’d probably just find another job, and continue to appreciate his own work. Don’t be jealous because you can’t design.

      • vkd108 - 9 years ago

        I am afraid your last sentence fails on all accounts; I am not jealous, thanks, and I can design, as I am a qualified B.Eng Manufacturing Engineer. But apart from that, great. Thanks for your input.

    • herb02135go - 9 years ago

      Great batting average?
      That’s why they’ve looked like the corporate version of Bill Buckner since their latest iphone unveil.

      Google him.

  4. paul55br - 9 years ago

    Fan-tas-tic!

  5. herb02135go - 9 years ago

    Let’s recap what we’ve read on this website:
    Apple gives earlier access to reporters who write favorably about the company.
    Thia reporter had early access.

    It’s a puff piece. A circle jerk.

    If the reporter wants continued access he better not say anything critical or he may get reprimanded by Apple.

    Was his story reviewed by Apple prior to publication? Good question.

    • herb02135go - 9 years ago

      This website promotes this type of biased puffery.
      I hope it’s getting good access and benefits, just like the “journalists” who toe the corporate line.

    • Andrew Messenger - 9 years ago

      you should post this again. we didn’t see it the other two times.

      • herb02135go - 9 years ago

        I still don’t think you understand. Don’t make me post it a third time!

      • vkd108 - 9 years ago

        Like the man said, you already did, you loser!

  6. timcrook - 9 years ago

    “Yet despite all the pressure, he really just wants you to touch it, to feel it, to experience it as a thing.”

    Made me chuckle a bit :D

  7. crichton007 - 9 years ago

    Is it just me or does the headline sound a little misleading? It makes sense once I read the quote in context but it’s use in the headline doesn’t seem right to me.

  8. vkd108 - 9 years ago

    Just see, the stubble on his lower neck that separates the beard from his chest fluff is SHORTER than the stubble on his designer beard! LOL

  9. vkd108 - 9 years ago

    “Because it’s real materials,” he says… Excuse me, is this a qualified engineer speaking or a joker taking the rice?

    • gayweho - 9 years ago

      Seems this new video implies the displays of all three versions are sapphire crystal. My recollection was that in the original video, only the sports version mentioned sapphire.

      • thomasskyg - 9 years ago

        The sports version is Ion-X glass, the other two are sapphire

  10. Victor Martino - 9 years ago

    Ive, I know you love your product, of course you do, you designed it, and I get that it took a lot of work, but I’m sorry, it’s just ugly. If you had made it look more like an iPhone 5S, more squared off, chamfered edges, it would have been BEAUTIFUL.

    • Chris Sanders - 9 years ago

      Why don’t you wait to see it in person first. I will agree with you that the mocks of both the iPhone 6 and the Apple Watch are terrible. However, when I saw the iPhone 6 in person it was beautiful.

  11. What will be fantastic is if the watch will have more than a few hours’ worth of battery life…

  12. Triveni Jyo - 9 years ago

    This ia very good article…awesome watch..fantastic….company..i like this article..many people like this posts..so i also head this article in http://www.imaddictedtoyou.com

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Avatar for Benjamin Mayo Benjamin Mayo

Benjamin develops iOS apps professionally and covers Apple news and rumors for 9to5Mac. Listen to Benjamin, every week, on the Happy Hour podcast. Check out his personal blog. Message Benjamin over email or Twitter.