Michal Marek When Apple came up with its Watch, its main representatives expressed themselves in the sense that it would be sold as a classic watch, i.e. mainly as a fashion accessory. But now in Florence, Italy at a conference Condé Nast the chief designer of Apple, Jony Ive, came up with a somewhat different view of the matter. According to him, the Apple Watch was designed more like a classic gadgets, i.e. a handy electronic toy.
"We focused on doing our best to create a product that would be useful," Ive told the magazine Spindrift. “When we started the iPhone, it was because we couldn't stand our phones anymore. It was different with watches. We all love our watches, but we saw the wrist as an amazing place to put technology. So the motivation was different. I don't know how we can compare the old familiar watch with the features and capabilities of the Apple Watch.”
Ive claims that Apple does not view the Watch in the context of traditional watches or other luxury goods. Apple's in-house designer of both hardware and software has shown in previous interviews that he's a big fan of classic watches, and this look at the Apple Watch confirms it. In any case, this is also an indication that the Apple Watch should be a handy addition to the iPhone rather than replacing a classic watch in all respects.
Nevertheless, Jony Ive thinks that Apple is capable of giving every Watch the same care that traditional manufacturers give to mechanical watches. "It's not just about touching things directly individually - there are many ways to build something. It's easy to assume that care is about making something in small volumes and using a minimum of tools. But that's a bad assumption.”
Ive points out that the tools and robots Apple uses are the same as any other tool to build something. “We all use something – you can't drill holes with your fingers. Whether it's a knife, a needle or a robot, we all need the help of a tool.”
Both Jony Ive and Marc Newson, his friend and fellow designer at Apple, agree Spindrift experience with silversmithing. Both of these men have experience with materials of all kinds and have a positive attitude towards them. They love building things and value their ability to understand materials and their properties.
“We both grew up making things ourselves. I don't think you can build anything out of a material without understanding its exact properties.” Ive justified the curious practice of Apple he created his own kind of gold for the Apple Watch Edition by simply falling in love with the feel of this new gold in the company. "It's the love of materials that drives so much of what we do."
Although the Apple Watch is something completely new for the company and an entry into territory that will have to be conquered with difficulty, Ive sees it as a completely natural continuation of Apple's previous work. “I think we're on the path that's been laid out for Apple since the 70s. We're all about trying to create technology that's relevant and personal.” And how will Apple know when they've failed? Jony Ive sees it clearly: "If people struggle with using technology, then we've failed."
Not too long ago, Ive gushed about AW in an interview about how long he spent researching classic watches and their history and how he incorporated it all into AW. And suddenly it's supposed to be something else?
They obviously don't know what to use it for. You can also see it in the overly complex control of AW.
Unfortunately, it's just PR bullshit. After all, it is absolutely clear that it has nothing to do with the watch. Classic watches are intended only for showing the time plus as a piece of jewelry. Nothing more, nothing less. Here, the clock display function will be just one of many, and that's not important. Like the calling function of a smartphone. I practically do not make phone calls from my Note 3. Sometimes call via Viber. For phone calls, I have a Nokia 220 in my pocket with a week's endurance. Unfortunately, with smart watches, it will not be possible to have a classic time-keeping watch on one hand, which lasts practically forever, and an Apple Tamagotchi on the other. One would look like a fool. Apple does good things. My next notebook will most likely be the MBP Retina, but I'm so incredibly satisfied with the Note 3 that I don't want to replace it. What bothers me the most about Apple is their crazy PR crap about the biggest events. Like the Hyundai advertisement about the little neighbor from Boleslav, I really dislike the Skoda, but I wouldn't even buy a Hyundai with a big H factor because of that bullshit.
I also have an MBP + android set (which I think is slowly starting to have more quality apps than iOS). I don't need to have an ecosystem. I synchronize music, contacts and calendars too, I don't need anything else. I'm not saying that iPhones are bad, in the latter case, I would just imagine them to be half the price :-)
They failed. Just because most people MUST think about why they should buy something like this, MUST think about what it will be good for and what it means for them, etc. I'm a big fan of Apple, but I don't know anyone around me who would he considered them. I'm afraid that while they will certainly sell decently initially due to the 'hype', so this will be a pretty decent hit to the wall….
Most of all, AW reminds me of Tamagotchi, as someone here has already very aptly written. It's also for the hell of it, and instead of it serving us, we'll take care of it.
I think that even Apple doesn't know why the Apple Watch is good. They are weak at fitness and otherwise have no meaning :-(
Maybe the third or fourth generation will be good for something.
Well, I think it's the best Christmas present.