Nothing escapes this forensic level of thinking. Nothing is left to chance. Nothing goes uncalculated and untested. Before I leave, Ive holds up the watchs white outer box. Almost imperceptibly, the bottom begins to move, obeying the law of gravity that pulls it away from its other half. It is graceful, calming . . . and far from accidental. We work out what we feel is the optimum time for it to drop and then we back off that and work on the tolerances, and even work on the friction of the materials we use. I mean, thats fanaticism, he says, with a little smile. If only more fanatics were like Jony Ive.
apple are well known for having quite impressive packaging. To me, that looks like something my 1980s swatch came in.
A $400 watch to have a $2 plastic case...No way is an apple watch going to come like that!!
Why do people say "Apple are..." and not "Apple is..."?