- Nov 14, 2011
From the Met Gala last night. I found these comments quite interesting, especially admitting they have a lot to learn and hinting that the next 3-4 years will be dramatic for this product.
While Ive declined to discuss the future of the Apple Watch directly, he was willing to speak more broadly about his general approach when it comes to the progression of a product. “It’s quite interesting that if you look back at the first generation of the iPod or the Phone — what happens in the next two, three, four years is dramatic. You’d be very surprised about some of the things you would absolutely assume that the first Phone did and it didn’t have,” he said.
“Of course, this is a new category for us, one that we think is such a natural one because we think in a very authentic way. It’s not us being opportunistic in the way our competitors are. It’s not us thinking, ‘Well, this is a growing category.’ That couldn’t be further from the truth.”
Regardless of whether we declare an interest in fashion or not, we are making products that are more and more personal… products that you wear and you wear every day. We’ve not done that before and we’ve got a lot to learn. Just talking to Andrew [Bolton] is hugely informative. I think we have always had a very clear and a very singular approach to how we design products that are more familiar to people, more established in terms of product categories. I think it’s very hard to have that same clarity and singularity when you’re not absolutely confident in your subject matter.