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.