Jony Ive On iWatch: Switzerland is in Trouble

[mrxak]

The high end Swiss watchmakers are going to be just fine. That market will live forever, and the analog market in general has nothing to worry about. I myself own several analog watches (nothing quite in the 5 or 6 digit price range, though I wish), and I will always be in the market for analog watches.

The companies that are really in trouble are the ones selling those cheap digital watches. Apple is going to do to them what they did to those selling flip phones. There will always be the market for vinyl records, even though Apple made the iPod and iPhone. People still own and ride horses even though we've got plenty of very nice automobiles. When people send out their wedding invitations, they still do so via mail carrier instead of email.

There will always be two ways of doing everything. The traditional fancy way, and the latest new convenient way. The former doesn't go away just because the latter gets a new iteration.

So I suspect Jony Ive's private excited utterance was made in referring to the design style. He is a designer, after all, not a marketer. I entirely expect he's extremely proud of whatever design his team's come up with, and feels it will be highly influential in fashion, specifically watch fashion, in which the Swiss are usually considered quite highly. He's surely not saying that the iWatch is going to directly compete with luxury analog watches in the marketplace. That's not his area of expertise and I'm pretty sure not something he really spends a lot of time thinking or caring about. Ive was saying, we've got a great design and some other designers elsewhere in the world are going to be in deep [trouble] as their customer's stylistic tastes change as a result of Apple's influence. Apple's iWatch could very well shake up the design of Swiss watches going forward. That doesn't mean Swiss watches are going to go extinct.

 

[samcraig]

I think there are enough posts in this thread that clearly explain that no one thinks that the "iWatch" won't have an impact. It clearly will. The objection, if you will, is that the iWatch would in any way ring the death knell for wristwatches - and more specifically - luxury ones.

 

[age234]

First the question... is there truth to back this quote?

If part image leaks and hard data regarding the capabilities are hard to come by, and further to that Apple NEVER exposes their plans...

Doesn't it seem unbelievable that Jony would make any such comment? No other Apple spokesperson has ever revealed upcoming products. Especially so blatantly.

To me it sounds like the article is fake. MacRumors is a great source for information, but this story just doesn't seem to have merit. I am sceptical of its legitimacy.

Perhaps he normally wouldn't, but they need to change the story on Apple from the hacking scandal to something positive.

 

[redmotion]

I'm under 30 and I wear a watch. Why fish my phone out when I can just glance at my arm? Not to mention there are plenty of times where it is socially unacceptable to be looking at your phone, even if you're just checking the time.

I don't see myself buying an iWatch. It would need to have quite the killer app to push me over.

I think, unexpectedly, you might have actually explained the killer app for the iwatch. It's for those situations where its socially unacceptable to look at your phone. You'll be able to check facebook at a funeral or during a heart surgery op or a board meeting and now noone will know.

Awesome.

 

[PFKMan23]

I'm under 30 and I wear a watch. Why fish my phone out when I can just glance at my arm? Not to mention there are plenty of times where it is socially unacceptable to be looking at your phone, even if you're just checking the time.

I don't see myself buying an iWatch. It would need to have quite the killer app to push me over.

Me too. And yes, unfortunately, the phone has become the standrd accesory so people are somewhat neglecting the fact that it can be socially unacceptable to stare at your phone. A quick glance at the wrist is much easier and less conspicuous.

 

[samcraig]

I think, unexpectedly, you might have actually explained the killer app for the iwatch. It's for those situations where its socially unacceptable to look at your phone. You'll be able to check facebook at a funeral or during a heart surgery op or a board meeting and now noone will know.

Awesome.

Except people will. Because people will see that you have an iWatch and not believe for one second you're actually using it to tell time.

 

[sfwalter]

I'm just looking forward to just seeing the iWatch or whatever its going to be called. I'm tired of these rampant speculations. Apple "Show Us The Watch!"

 

[Pistol Peto]

If he said it or not...

It won't surprise me if the outcome turns out to be true.

I assume it will have:

• Various sensors to monitor your health and to warn you if things start going astray
• GPS and motion sensors to help you work out
• NFC to make payments at retail stores and to open your garage/front door
• Display messages/emails/phone calls etc.
• The ability to enter basic things like new list items, emails, texts

And... oh yeah - the ability to display the time.

If you get used to one of these on your wrist I can't see anyone going back. You'll want to wear it when you are awake (and maybe when you're asleep for that matter). You won't want to take it off.

Sell a mass market SKU for a reasonable amount ($250). Hire 'high end' experts to create a few exclusive SKU's for those that need to flaunt their wealth ($500 - $2,000).

Is someone going to wear one of these PLUS their TAG Heuer to impress their friends? I doubt it.

People that wear a watch for jewelry purposes will just start buying high end jewelry.

Watch makers will be hurting big time - like the LED watches did to them in the 70's but this time permanently.

 

[JeffyTheQuik]

One more thing...

If they're all wearing long sleeve shirts on Tuesday, that'd be fun...

Kind of like when someone brings a pineapple to a speech. Everyone will be asking, "Why the long shirts, and looking to sneak a peek at their wrists."

Flash to the screen... video of Steve saying, "One more thing..."

Then, Jony/Craig/Tim/whoever rolls up their sleeve to the adoring crowd.

"...and that is iTime, available in 2 sizes, and 3 prices: $199, $299, and $399"

(well, that's my prognostication).

 

[kemal]

Will it be held together with glue and tape?

A SWISS MADE watch tells something more than time.

 

[BeamWalker]

It will be interesting to see if Apple's product line can cash the check Apple is writing right now. I have my doubts.

 

[RightMACatU]

As a watch fanatic I own many watches. One iWatch will have little to no impact on my desire of purchasing other watches. Beside, I don't even plan on buying an iWatch.

 

[Mildredop]

I think, unexpectedly, you might have actually explained the killer app for the iwatch. It's for those situations where its socially unacceptable to look at your phone. You'll be able to check facebook at a funeral or during a heart surgery op or a board meeting and now noone will know.

Awesome.

I'm under 30 and I wear a watch. Why fish my phone out when I can just glance at my arm? Not to mention there are plenty of times where it is socially unacceptable to be looking at your phone, even if you're just checking the time.

I don't see myself buying an iWatch. It would need to have quite the killer app to push me over.

Except it'll become equally socially unacceptable to look at your watch.

 

[Fenez]

Only problem with the luxury aspect of the whole idea would be that most people who wear expensive watches, wear them because of the watches exclusivity.
How many people would like to walk into a room and see every other person in that room wearing the same watch, as well as every kid in school? To compete with that market it would need to be something that you wouldn't see every 10 minutes.

 

[wyarp]

Oh lordy!

I can only assume most of the replies in here are from Americans either that or people who seriously need to chill out.

If he said it, so what? It's a light hearted, jokey comment, merely intended to highlight the iWatch and that he evidently thinks it's shaping up to be a very good product. Nothing more, nothing less. He's not attacking anyone, nor seriously saying that the Swiss watchmakers are going to be put out of business due to the iWatch. If people really believe this then they clearly don't know much about Ive or Apple.

 

[diddl14]

The only one in trouble is the guy that leaked whatever Ive said to the press...

 

[shk718]

I can only assume most of the replies in here are from Americans either that or people who seriously need to chill out.

If he said it, so what? It's a light hearted, jokey comment, merely intended to highlight the iWatch and that he evidently thinks it's shaping up to be a very good product. Nothing more, nothing less. He's not attacking anyone, nor seriously saying that the Swiss watchmakers are going to be put out of business due to the iWatch. If people really believe this then they clearly don't know much about Ive or Apple.

Very true - We don't know if he actually said it - what the context was - what was said before and after.

 

[Arran]

Except it'll become equally socially unacceptable to look at your watch.

I think that's what Google Glass was trying (unsuccessfully) to avoid.

 

[antonis]

I think there is a problem. There is one function, which hasn't been redesigned since the beginning of the phone/mobile. The way we phone. A phone in your hand straight next to your brain/ear. That's not ergonomic at all. On top it's probably not that healthy. Has anyone seen the movie HER?

OK, there are headsets out there, but ahm...they aren't perfect.
The product hast to replace the communicate function of the iPhone.
I believe "the product" has to be an autark product. Not an iPhone accessoire.
A product that isn't designed for media consumption, gaming, mailing, surfing... Just for communication. Hands free.
Probably well crafted in ears with BT LE, a kind of watch-like designed piece of jewelry with a beautiful display. A cool piece of communication magic. Name and phone numbers are stored automatically on first BT connection with an other Apple Device. It needs 3G, BT and WLAN. iGem or something. I think a watch is the kind of gem for men. Clips, necklace .. for women.
Hermes has a nice clip with this kind of concepts for common watches.
https://www.youtube.com/watch?v=Ql0RHumZvqM
Add a future design note to this, advertise it the same way as the iPod in the past. Revolutionize the way we communicate via voice. Raise your Voice! And Hands!

Valid points. However, on usability issues, I'd expect Apple to present something really well-thought (e.g. I'd bet anything that they won't require from us to bring our wrists to our ears, hehe).

The overall functionality / usefulness of such a device, on the other hand, though...

 

[samcraig]

I think that's what Google Glass was trying (unsuccessfully) to avoid.

I think many people underestimate the future of google glass because they consider it a consumer device. Evidence has shown that google glass is actually a great product/concept for many business use-cases depending on industry. Invaluable even.

Whether that eventually works its way into mainstream is another discussion.

 

[Arran]

Only problem with the luxury aspect of the whole idea would be that most people who wear expensive watches, wear them because of the watches exclusivity.
How many people would like to walk into a room and see every other person in that room wearing the same watch, as well as every kid in school? To compete with that market it would need to be something that you wouldn't see every 10 minutes.

That's why a modular watch with replaceable case+bracelet would work. The upmarket fashion/jewelry houses supplying the relatively expensive case/bracelet combo can change their designs with the seasons if they want. Apple will just update their relatively cheap electronics module yearly or as needed to keep up with tech advances.

 

[diddl14]

So did Nick Bilton cold call Apple employees rumored to be working on the wearables project and ask them for a quote off the record?

Yeah, I was thinking the same. Hard to believe that any Apple designer working on Ive's team would make any statement to the press or even to their spouse..

Ive + Apple's layers would fry them alive.

 

[Maxerl]

These are all things my phone can do. So if I got a smartwatch, it would simply be replicating my phone, but in a smaller package.

When the smartphone was released, I got very excited at the idea of suddenly being able to browse the net, check emails, have my calendar etc. with me all the time, without the need to lug my (then very heavy) laptop around all the time.

Which smartphone are you referring to? A model around year 2000?

But I don't have that same feeling about the watch. I'll always have my phone on me. Even if the watch does everything my phone can do, it's tiny screen will make it less pleasant to use than my phone, so the phone would still win.

Apple will need to come out with some epic, incredible, unbelieveable features that literally no-one has yet thought of to make it such a massive success.

No, for some use cases it is a more pleasant user experience with the smartwatch: Dismiss a call/change tv channel/make payments/look at the time /use while doing sport etc etc.

And with the risk of repeating myself, why the need of epic features? The Iphone became a success not because of the great many new functional features (it provided very few new features in fact), but because of the excellent innovative and practical user interface.

It's like Google Glass. Interesting idea, but I can't see it honestly being anything more than a very niche, rather geeky product.

Haha, we have so different views of the future. I'm positive that intelligent glasses and wearables will eventually be the main interfaces for most of the tasks we use our smartphones to do today. I'd prefer using my hands for other things when possible. My dream for the 9th is that Apple release the Iglasses and the Iwatch as the interface

And yes, just as it was considered geeky to use computers during the eighties and mobile phones in the nineties, I have no problem being called a geek before the late adopters starts using wearables.

 

[882188]

Switzerland is in Trouble? Yeah right, can't wait to get rid of all my Pateks and Vacherons and wear the iWatch.

 

[robjulo]

Isn't the untucked, long sleeve shirt part of the "I'm hip" schtick they do during every media event?

If they're all wearing long sleeve shirts on Tuesday, that'd be fun...