Jony Ive: Apple Watch can not be compared with traditional watches
Although many users to adopt Apple Watch primarily as a fashion accessory, its creators do not share this view. Jony Ive expressed its views on the structure of a recent conference for luxury products in Florence. According to him, there is no room for comparison between Apple Watch and traditional watches. Ive explained the motivation for creating the product – unlike the iPhone, which was created “because we could not bear our phones”, Watch is designed with respect and love for classic chronographs and inspired by the technological potential that Apple opens the way they wear. According Ive Apple Watch can not be considered as a classic luxury product or fashion accessory again because of its various features.
Between Apple Watch classic watches still have common ground – as Johnny Ive it is the attention to detail in the production of the device. “It is easy to conclude that because something is produced in small quantities and with few tools, it is designed with care – this is not true,” said the designer. According to him, industrial machinery used to produce the products of Apple, do not differ much from any other instrument. “We all use something – you can’t drill holes with your fingers” said Ive. He said that his experience in creating physical objects and direct work with the materials helped him significantly in the creation of Apple Watch.