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Apple Watch project was more difficult than the iPhone, says Jony Ive

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Apple chief designer Jony Ive said that designing the Apple Watch was more difficult than the iPhone because it needed to meet so many diverse expectations, reports the WSJ.

“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 […] As soon as something is worn, we have expectations of choice,” said Ive. Only “in prison,” he joked, do people all wear the same thing.

He made the remarks while accepting the 2014 Bay Area Treasure Award from San Francisco’s Museum of Modern Art last night … 

Ive said that the company believed that a phone and smartwatch perform very different roles. The wrist, he said, is a place for “casual glancing” and “lightweight interactions.” He also said he believed with “every bone in my body” that the Apple Watch would establish smartwatches as a new category of device. Tim Cook recently described the device as “profound.”

Reiterating his oft-voiced view that profits followed products, he claimed not to know the exact numbers for Apple’s recently-announced quarterly results, knowing only that they were “high.”

When Apple announced the smartwatch last month, it made much of the range of options that will be available to consumers when it goes on sale early next year, with three different models, two different sizes, multiple band options and “extensively customizable” face options adding up to “literally millions of different appearances.”

Apple’s microsite for the product uses the tagline “There’s an Apple Watch for everyone.” We are also starting to see a variety of third-party charging stands for the product.

Another photo from the evening, with SFMOMA Director Neal Benezra far left, can be seen below.

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Comments

  1. mpias3785 - 9 years ago

    I have a feeling the Apple Watch will not be the hit Apple expects. It will sell well at first but I expect that interest will be unsustainable. I hope I’m wrong, but that’s the feeling I have.

    • rogifan - 9 years ago

      Why do your think that? Just bearish on wearables in general or Watch specifically?

      • mpias3785 - 9 years ago

        Primarily because it’s only an iPhone accessory and will only appeal to iPhone users. The iPod, iPad and iPhone would work with either Windows or Mac giving them a wide appeal; generally anyone who owned a computerl. The Apple Watch lacks this. Also it isn’t the type of device people would tend to upgrade every year or two given its starting price. Then there’s the short battery life which would limit its appeal to travelers who would have to carry along yet another charger and cable.

        I think it will sell well at first but sales won’t be sustainable.

      • flaviosuave - 9 years ago

        mpias – Keep in mind this is merely version 1.0. Look at the evolution of the original iPod, or even the original iPhone. Things like being tethered, or a lack of battery life, are simply technical challenges that can be solved with future product releases. Unless you think that wearables generally won’t catch on or be viable in the long-term, there’s no reason to think the Apple Watch won’t ultimately be successful.

      • mpias3785 - 9 years ago

        I never said that I thought it would be unsuccessful, I just don’t think that it’s going to be in the same league as the iPod, iPhone or iPad. There’ll always be a market for it, just not a huge one. As technology improves and if Apple allows Android compatibility then it could be a very successful product. But right now as simply an iPhone accessory with a one day battery life the future doesn’t look very bright for this first iteration.

    • rogifan - 9 years ago

      The only reason iTunes for Windows exists is because at the time iPods required a computer to sync and the majority of potential iPod buyers used Windows PCs. Perhaps if Apple finds out there is significant interest in Watch from people who don’t own an iPhone (and this is a large number of potential Watch sales) they might make it cross platform. Or if it eventually becomes a stand alone device. It’s hard to predict the future based on a Gen 1 device. One would assume battery life and other things will improve over time. I mean there is no comparison esteem the first iPhone and iPhone 6 or the first iPad and iPad Air. The latter products are better in every conceivable way. Who’s to say that won’t be the case with Watch?

      • mpias3785 - 9 years ago

        I agree it is hard to predict the future. Future cross platform compatibility (Android) would increase its potential customer base by a huge margin. Yet every time I mentioned that, the villagers with pitchforks and torches started chasing me. I don’t see the Apple watch as a static product and I’m sure it will improve, but Apple’s obsession with skinny devices doesn’t give me a lot of hope on the battery life front.

        As for it being a standalone device, I just don’t see that happening simply because of the power requirements of cellular radios. Low energy Bluetooth to communicate a few feet is one thing but replying to a text or other type of message to a cell tower a mile or so away is out of the question using the battery technology we have now or will have in the near future.

    • mobileseeks - 9 years ago

      If you think that Apple thinks that this is going to be as successful as the iPhone, I think you are misunderstanding this product. The business goal of the iWatch is not to sell 100 million watches to Android users. Apple’s goal is to merely reinforce the Apple ecosystem. It is designed to ensure that you keep buying iPhones since that is the crown jewel of the Apple empire. If I buy an iWatch, now I am going to think 2x about switching to Android because now it is not just the phone that I am getting rid of but also the smartwatch.

      • mpias3785 - 9 years ago

        That’s a very good point. Being a long time Apple user that never occurred to me.

    • JLWord - 9 years ago

      If the Apple Watch was the Lightening to the wearable segment, the Microsoft Band stole its THUNDER. The Apple Watch was announced more than six months BEFORE it will hit consumers wrists. The Microsoft BAND, one 1000, 2 1000, 3 1000, 4000 months later was announced in the wee hours of the night and BOOOOOOM!!! The next Morning its on Windows-Loving, Apple-Loving and Android Loving Wrists around the nation.

      I think the Microsoft Band is going to do more to define this category than the Apple Watch

      1. It fills the NEED. It acts as the “window” to our smart devices.
      2. It’s competitively priced.
      3. It’s cross platform.
      4. It is well supported by a comprehensive secure cloud based Health platform with apps for each major platform.
      5. Microsoft capitalized on the appetites that Apple whet but left unfulfilled, with their Apple Watch announcement, by putting a product on in the hands of users at minimum two (2) at most (early 2015 ?) 6 months before Apples Watch will hit the market,
      7. The Microsoft Band fulfills ALL of the basic expectations that of a wearable device and brings some extra to the table.
      a. Monitors Health (Sleep Monitor, All Day Heart Monitor, UV Sensor, Pedometer and more)
      b. Allows interaction with Notifications/Alerts
      c. Social Media Integration
      d. Productivity Intergration
      e. Customizable UI (Colors, Tile Arrangement, etc)
      f. Cortana Integration (Windows Phone)
      g. Open to Third Party Developers (i.e. Can make payments with the Starbucks app now)
      h. Supported by Powerful Fitness Brand Gold’s Gym
      I. Lasts 2 Days on a Charge
      j.Tells the Time :-) Clock Mode

      The Band Checks ALL boxes, and is HERE and is AFFORDABLE, and is CROSS PLATFOM.

      It will likely be on a many Wish Lists this Christmas

      Microsoft’s wins, because they will likely sale 10s of millions of these devices (far more than what Apple sales in Apple Watches). But the devices are not the ultimate goal for Microsoft. Just as free unlimited Storage in Onedrive, and Office 365 bring users data into Microsofts Cloud (ecosystem) this new Cloud based Heath Platform is the “room” to which the “door” the Microsoft Band leads users as their Health information is collected via the device, monitored on the (Band, Windows Phone, iPhone or Android Phone) and the data lives in Microsoft’s Cloud.

      If millions of users are monitoring and maintain their health and fitness information using Microsoft’s services and cloud, because the Band, the device that brings them to the service is AFFORDABLE, ACCESSSIBLE or the FORM caters to the function(more so than a watch) iOS and Android fans may forgoe the use of HealthKit and Goolgle/Samsungs Health services in favor of the platform – Affordable Device – Cloud – Ubiquity(Cross Platform) that makes it really easy for the user.

      Right now. Today. Anyone for $200 can begin comprehensively monitoring and maintaining their Health and Fitness using the Microsoft Band – Apps for All platforms, Cloud and Device are GREEN and good to go.

      Halloween and those fattening sugary snacks are upon us, Thanksgivings and its pound packing celebration will follow, and the leisurely buy WHATEVER we want Christmas holiday(where the BAND will likely see some nice promotions) is next in line. Yeah. The timing of the Band couldn’t be better.

      By the time the Apple Watch hits many people will likely already be part of Microsoft’s ecosystem via the Band. Yeah. In the wearable space I think Microsoft will win.

      • mpias3785 - 9 years ago

        I stopped wearing watches when cell phones started incorporating clocks, so I’m not interested in a smart watch from any company. I’m just not comfortable wearing something on my wrist. So while I root for Apple (the home team for a long time Apple user) I am very interested and how this plays out. You actually did get me to check out the Microsoft Band and it looks like a decent device. But let’s not forget Microsoft’s occasional tendency to royally screw things up. Then again, Steve Ballmer is yelling, jumping and sweating for another team now, so that may bode well for Microsoft.

      • thomasskyg - 9 years ago

        I think the only point that you missed is that it is a band, not a watch. Everyone that has interest in fashion will surely never buy the band, but far more likely the Apple Watch. I admit that I’m liable to buy a Microsoft Band for fitness purposes and workout, but I would never wear it when at work or for a night out. So I disagree, 10 million people wouldn’t buy it, exactly because 9999999 would have the exact same device.
        That’s the point where Apple wins, it appeals with loads of choices and a fashion-look.
        Plus:
        – Its display is horizontal, and probably difficult to adjust to
        – No watch faces, only a digital numbers = less choices, less appeal

      • onuttz - 9 years ago

        ((Right now. Today. Anyone for $200 can begin comprehensively monitoring and maintaining their Health and Fitness using the Microsoft Band))

        There’s one difference.
        IMMEDIATELY after new iProducts are released, I see people using them EVERYWHERE I go. Airports, restaurants, grocery stores, malls….
        I’m sure they’re out there, but I have yet to actually see anyone wearing “any” smartWatches out in the wild.

        Trust me, the MOMENT Apple Watch is launched, rappers and pop stars will BLING it, and you will suddenly notice people everywhere glancing at their iWrists to the point of nausea. Apple users will of course have to endure a whole new level of “fanboi” bashing. And Samsung will launch a relentless ad campaign ridiculing every “iSheep” sporting an Apple logo on their arm.

        The question is, if the Microsoft Band is such a stellar Apple Watch Killer, (AVAILABLE RIGHT NOW) exactly how many people have you seen using it in the wild, right now? I’m sure you’ll get one eventually, but if it’s so HOT and inexpensive, why aren’t you wearing the Microsoft Band RIGHT NOW?
        Just curious.

      • onuttz - 9 years ago

        Is the BAND on your wrist?

  2. Well I don’t think that the masses understand the gravity of the luxury watch-market. Apple is going to change this segment (eventually). There has to be a reason why they didn’t use stand-alone GPS (privacy reasons, battery life…). Anyways, you will probably see a new revision in a year or so that re-invents the game again. They are competing against horologists who spent their entire lives making luxury watches. Sir Ive is still very new compared to the previous market titans, and he actually designed something much more beautiful than many top products coming from Swiss camps– this is not true of the rise of various tech wearables from start-ups. His humility is only a sign of much greater things to come.

  3. JLWord - 9 years ago

    Apple Watch is well designed but I think Apple and many others like Pebble and Samsung missed the boat on wearables. Granted I could be very wrong, but since wat watches moved from our pockets, to our wrists and then have been usurped by out mobile devices, which are pocket sized personal computers and NOT phones, to give us the time, there Hs been no demand, nor market ‘NEED’ for “watches”.
    There is however, especially with the ever expanding dimensions of our mobile devices a “need” to offload the myriad alerts, notifications and sometimes bothersome buzzes to a more efficiently positioned device to preclude our persistent plunging into our pockets for our personal portable computers we dubb smartphones.

    The wrist is THE most natural positioning for such a device. Where Apple and others I feel got it wrong is that, they’ve apparently determined that because these devices would be relegated to our wrists, that despite the FUNCTION, the “NEED” they were being built to filled, these companies deferred to an “ARCHAIC” FORM or DESIGN, that of a “WATCH” which historically was not meant to handle the various functions of monitoring health, fielding phone calls, text messages, social media modifications, productivity options and more. Watches we designed to show us the time. That’s it.

    I’m sure Ives comments were timed(see what I did there) and targeted toward Microsoft’s BAND.

    This is a device whose FORM follows FUNCTION. It is a wrist borne wearable that serves the diversity of needs mention above in a sleek and personal form factor.

    It doesn’t try to be a watch. By wearing the display ‘inside’ the wrist all of ones the users information is close to ones body, facing them. Imagine, the subtle glances at the interior of ones wrist during meetings, conversation, etc, very subtle. Very natural.

    Try this little exercise. Imagine a device on your wrist. Twist the interior of your wrist slightly toward you. Feel much more natural than turning the outer portion of your wrist toward you doesn’t it. FORM followed FUNCTION. The device is designed to be worn facing you if you choose rather the IMPERSONAL design, of this very PERSONAL device, being worn ON THE BODY, which is designed as a PERSONAL WINDOW into your health, schedule, notifications, social media, etc- facing the world.

    There is a practical as well as psychological and emotional component to this “window” or display facing the body. Surprising that Ives, in his artistic, emotional insghts into aesthetics and design missed that.

    One final point. All the cool kids wear the same thing. Nikes were quite the hit! Just a little levity to end this looking post. :-)

    • mpias3785 - 9 years ago

      Many good points. We have to remember Jony Ive isn’t the only kid in the sandbox.

    • rogifan - 9 years ago

      No, looking at the inside of my wrist doesn’t feel more natural than looking at the outside. And most photos of the Microsoft Band I’ve seen show the display being worn on the outside of the wrist.

    • onuttz - 9 years ago

      ((Watches we designed to show us the time. That’s it.))

      And phones were initially designed to merely make phone calls.
      That’s where “Apple-Risks” comes in. Although they’ve been known to fail horribly, ((ahem…cough…mobileMe)) but taking chances is what caused us to scoff at the idea of “keyboardless” swiss-army knife phones, and evolve to the booming industry we have today.

      As for The Band, I know that it’s supposed to be compatible with IOS, but I’ve already read some reviews stating it’s not quite 100% yet.
      I’ve also seen complaints about the clumsiness of typing while wearing the device.

      For some reason it’s reminding me a bit of my old Palm Treo.
      Back in the day, darn near everybody had one because it was THEE most cutting edge “smartphone” available at the time.
      It had endless features, yet fell short of it’s syncing compatibility with Apple’s eco-system. Enough to drive me crazy!
      Besides, it just “felt” bulky and clunky.

      To some extent Apple is in the “TOUCHY FEELY” business as much as it’s in the tech biz. So when the iPhone finally launched I was willing to break my Sprint contract and pay double for it, even though it lacked the basic “cut & paste” feature of my Treo.
      But it just “felt” so much cleaner, and the App Store blew EVERYTHING away!

      I must admit that I appreciate Microsoft’s stealth move, and I’m sure The Band will be a big win for them. But despite the fact that they’ve already sold out of stock, many reviewers are’t too happy with the “feel” of it.
      No doubt anyone willing to put up with a slight discomfort around their wrists, will purchase it without hesitation.
      But that doesn’t eliminate the vast amount of consumers who are accustomed to acquiring exactly what they desire and will settle for nothing less.
      I believe The Microsoft Band will be excellent in setting up the market for a premium product, the same way that Samsung’s “Next Big Thing” campaign practically hypnotized Apple users into craving ridiculously over-sized phones.
      One good thing about healthy competition is that the consumer always wins in the end, regardless of which brand they endorse.

  4. 89p13 - 9 years ago

    Great discussion – very insightful and well thought out, with numerous things that can be debated – but, until it’s launched, we’ll all just ponder.

  5. cafesitter (@cafesitter) - 9 years ago

    To me the key question is one of upgrade especially for the more expensive models. To buy a golden watch for say $2,000 fo itto be obsolete in two years seems wrong and against what the luxury watch adverts are pushing – “you dont own Philippe Patek watch you merely take care of it for the next generation” etc. i wonder if you willl be able to swap/upgrade the more expensive models…

  6. Toro Volt (@torovolt) - 9 years ago

    I say BS Marketing Spin !
    For instance. The Pebble Watch was created by one guy raising funds from a Kickstarter campaign. It cost less, is waterproof, battery last up to 7 days and work for many Smartphones, not just Apple.
    In my opinion the Apple Watch went over the top and looks like is going to flop
    The beauty of the Pebble is that is the real minimalistic deal. And it works

    • rogifan - 9 years ago

      Um, Why would Apple design a product that sells other people’s hardware? They design things to get people to buy Apple products, not Android phones.

      • mpias3785 - 9 years ago

        The halo effect. That’s why iPods, iPhones, iPads and the Apple TV just need iTunes to work. It doesn’t matter if it’s running on a windows machine or a Mac. Right now with iOS 8 and Yosemite iPhones and iPads work better with the Mac then with the PC because of continuity. The idea is to show you how great Apple stuff is and how much better it would be if it were living in an all Apple ecosystem.

  7. The apple watch will be a success a long term success just as the iphone is. I personaly bashed the iphone being advid blackberry user but over time the iphone proved itself and won me over. This is to say that yes there are other smart watches on the market but now, apple pays attention to the consumer wants and evolving technolgy. And puts these thing 1st in line to be executed properly and not just thrown in front of the consumer like some other companys do. Those details and nuances that apple will provide will keep the watch successful.

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Avatar for Ben Lovejoy Ben Lovejoy

Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!


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