Jony Ive talks in detail about Apple Watch’s design in his latest interview

The Apple Watch is just around the corner and Apple’s PR department is in full swing. In addition to a series of fashion magazine covers featuring the device and a wide-ranging interview with Jony Ive in The New Yorker, London’s Financial Times newspaper has been given access to Apple’s design czar ahead.

Jony Ive, Senior Vice President of Design at Apple, has talked in great depth about the design of the Apple Watch in an interview with the Financial Times.

Ive says in the interview that the design of the Apple Watch is “incredibly mature and has gone through thousands and thousands of hours of evaluation and testing.” The company, however, is still “working and improving” it further.

He further adds that he enjoys the careless freedom given by the Apple Watch for viewing notifications, and thinks that the “wrist is the perfect place for this technology.”
“One of the things that struck me,” says Ive, “was how often I’d look at my watch and have to look again quite soon afterwards, because I hadn’t actually comprehended what the time was. If I had looked at something on my phone, because of the investment involved in taking it out of my pocket or my bag, I would certainly pay attention. I quite like this sense of almost being careless and just glancing. I think for certain things the wrist is the perfect place for this technology.”
Ive also reveals some interesting tidbit about the Apple Watch, including the fact that the molecules in the gold Apple Watch are held close together than normal, which makes it twice as hard as standard gold, and the cold-forged steel used on the Apple Watch being 40% more durable than normal steel.
 He went on to illustrate the team’s maniacal attention to detail by revealing how they’d gone about designing the packaging for the device.

Just like the iPhone, iPad and iPod packaging, the small white box containing an Apple Watch inside has a bottom that slides out precisely the way the team intended, based on friction.

“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, that’s fanaticism,” he says, with a little smile.

Commenting on the box’s small footprint, he said:
We didn’t want the packaging to be a sort of shorthand for value, where the box needs to be big and we have to include expensive materials. We’ve always liked the idea that if we are heavy in our thinking, we can be much lighter in the implementation. So there’s huge virtue, I think, in keeping the packaging small: at least, it is the right choice environmentally, it’s easier to move things around and you don’t end up with your wardrobes full of large watch boxes that you don’t use.
What do you think ?

Source: The Financial Times

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