As the Apple Watch arrives in the hands of customers, Vogue has shared a video interview with Jony Ive and Marc Newson, in which the two discuss the design process of the device. Ive and designer Newson both discuss the reasons that customers may purchase the Apple Watch, as well as their own opinions on the design and the choices that went into the design process. The interview, conducted by Suzy Menkes, was held at the Condé Nast International Luxury Conference in Florence, Italy.

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Marc Newson, when asked about the reason for Apple making a watch, said that the wrist seemed like the obvious next step for Apple and its future. “The wrist has always been, for hundreds of years, one of the best places on the body to put an object,” Newson said. “It’s not a new discovery.”

Jony Ive explained that his decision to design the Apple Watch with gold was based almost entirely on his love for the material. Price and the appeal of creating a luxury product did not play into the decision at all, he claimed.

The use of gold wasn’t driven by some predetermined price point. That absolutely wasn’t the reason we chose the material. We chose the material because we loved it. And we didn’t just buy it off the shelf, we designed our own gold and we loved its attributes and how it felt and its color and that it’s much harder than traditional goal. It really is our love of material that drives what we do.
Ive was then asked about his motivation to design beautiful products. The designer used the opportunity to point out that much of what he sees around him is carelessly designed with a predetermined price point and timetable.
Sadly, so much of our manufactured environment testifies to carelessness. It describes something that was built for a price point and on a timetable. We see that the objects we develop describe the people who made them and what they believe in.
Finally, Ive discussed how hard Apple worked to make the Apple Watch usable for everyone. Ive avoided the primary question of whether he thought the Watch was aimed at a younger crowd and instead said that if the device is seen as difficult to use by anyone, then Apple had failed.

I think that we’re on a path that is the same as the one that Apple was on in the seventies, which is trying make technology more approachable and personal. If people are saying they felt ostracized by and struggled to use the technology, then we failed.

What I know is our intent has remained the same and is consistent, which is to try to take what is remarkable tech in terms of its capability and utility and make it more and more personal. The consequences of that path I’m not aware of, other than that I hope people will like the Watch and find it personal and beautiful.

You can read our previous coverage of Jony Ive and Marc Newson’s interview with Vogue here.

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