Jony Ive focuses on the small things in Vogue interview on the Apple Watch

Apple Watch Edition gold
Apple is working tirelessly to undo the damage that others have done to the idea of the smartwatch. When the company introduced the Apple Watch in September, CEO Tim Cook and famed Apple designer Jony Ive went out of their way to avoid the word “smartwatch.” The Apple Watch was described as just a watch — albeit an incredible one. Since then, Apple has courted fashion writers, designers, and fashion-forward consumers in an unparalleled campaign to ameliorate the smartwatch’s image.

The Apple Watch made its first public appearance since its debut at Paris Fashion week on the last day of September. Now, the October issue of Vogue features an extensive profile of Ive, the man behind the Apple Watch. So far, not one tech journalist has received any one-on-one time with Ive or a fully functional version of the Watch, but fashion writers, Vogue editors, and famous designers have had a few brief moments with the device.

Apple is clearly working hard to convince the fashion forward that the Apple Watch is a beautiful device; that it is different from every other smartwatch out there, because it was designed perfectly with the high-fashion crowd in mind. Naturally, Apple chose Ive as its conduit into the fashion world. In the Vogue profile, the notoriously private Ive opens up about his love of design and focuses in on the smallest details of the Apple Watch. After all, in his mind, all the small things are what make the Apple Watch different from every other smartwatch before it.

apple watch hands on 7

While some may say the Apple Watch is heavy, Ive says that’s “[b]ecause it’s real materials.” He encouraged the writer to focus on look and feel of the device, and to notice the small design tweaks that make it innovative and a pleasure to wear. One of Ive’s favorite parts of the watch is all the different strap designs. Some connect with magnets, others with a buckle, but all close with a solid, and satisfying snap, causing Ive to burst out with the enthusiastic interjection, “Isn’t that fantastic?”

“You just press this button and it slides off, and that is just gorgeous,” he said, pausing for emphasis. “But listen as it closes,” he added. “It makes this fantastic k-chit.”

Of course, Ive finds it hard to condense the entire design process into an easily digestible sound bite. “It’s strange when you’ve been working on something for three years…” he told Vogue, explaining how he studied the history of clocks, watches, and other time pieces. “It’s fascinating how people struggled with wearing this incredibly powerful technology personally.”

The interview briefly discusses how the Apple Watch works, but mainly focuses on how it will fit into your lifestyle.

“You know how very often technology tends to inhibit rather than enable more nuanced, subtle communication?” he asks. “We spent a lot of time working on this special mechanism inside, combined with the built-in speaker … You feel this very gentle tap and you can feel my heartbeat. This is a very big deal, I think. It’s being able to communicate in a very gentle way.”

The article concludes with the endorsement that Apple seems to be looking for from the fashion world.

“The watch underscores the fact that Ive is first and foremost a masterly product designer; technology almost comes second. It’s a beautiful object, a device you might like even if you don’t like devices,” the article reads, validating Ive’s statement that “Everything we’ve been trying to do, it’s that pursuit of the very pure and very simple.”

Product Review

Galaxy Watch Active is the right size, no matter how big or small your wrist is

Launched among a massive array of other new products, the Samsung Galaxy Watch Active could easily have been missed at Galaxy Unpacked 2019 -- which would be unfortunate. This is a sensibly designed, correctly sized smartwatch suitable for…
Deals

Apple cuts prices on refurbished iPhones, iPads, and Apple Watches

Unless you can find a really good deal, you're going to have to pay a pretty penny to get the latest Apple Watch, iPhone, or iPad. Fortunately, the Apple website actually offers pretty substantial discounts if you know where to look.
Deals

It’s time to check out the best Apple Watch deals for February 2019

The Apple Watch has surged to prominence in recent years. If you're in the market for an iOS wearable, we've sniffed out the best Apple Watch deals available right now for all three models of this great smartwatch.
Deals

Amazon cuts prices on the Apple Watch Series 3 for Presidents’ Day

The Apple Watch Series 3 is seeing the same price cut we saw during the Amazon sale just last week. So if you're hoping to pick up an Apple Watch for less than $250, this $50 discount from Amazon can make that happen for you.
Mobile

Smartwatch sales soared in 2018, with Apple leading the charge

The NPD Group, a market research organization, has reported smartwatch sales soared in 2018. Apple is leading the charge, but it's clear there's still room in the market for competitors, as Samsung and Fitbit also did well.
Mobile

North Focals smartglasses discount cuts the price by a massive $400

Canadian startup North is hoping smartglasses will be the next big wearable. After announcing its new Focals smartglasses in late 2018, the company opened product showrooms in Brooklyn and Toronto and has made its first shipment.
Emerging Tech

Awesome Tech You Can’t Buy Yet: Grow veggies indoors and shower more efficiently

Check out our roundup of the best new crowdfunding projects and product announcements that hit the web this week. You may not be able to buy this stuff yet, but it sure is fun to gawk!
Wearables

Focals succeed where Google Glass fumbled (but do we really need smartglasses?)

It’s been seven years since Google took the wraps off Google Glass. Now, we’re finally getting a modern-day equivalent we want to wear. North’s Focals combine subtle style with an intuitive interface to craft smartglasses you’ll…
Mobile

These 13 gadgets walk a fine line between ingenious and insane

The annual avalanche of devices and gadgets is astounding, but how many will succeed? A few are destined to spark new trends, while the majority fade deservedly into obscurity. We look at some gadgets on the border of brilliant and bonkers.
Deals

Amazon slashes prices on Fitbit Versa smartwatches for Presidents’ Day

Amazon is offering a solid $30 discount on this great fitness tracking smartwatch right now. So if you're looking for a wearable that can help you track steps, sleep, and activity, now is a great time to pick one up for less.
Deals

This discounted smartwatch is a cheap Apple Watch or Fitbit Versa alternative

The Amazfit Bip isn't an Apple Watch or Fitbit Versa, but at the discounted price of $67, it's a very affordable alternative packed with useful features. With built-in GPS and 30-day battery life, this cheap smartwatch is a great option to…
Emerging Tech

Hong Kong’s vision for a smart prison is a full-blown Orwellian nightmare

Hong Kong wants to bring prisons up to date by introducing new location-tracking wristbands for inmates, and a robot arm whose job is to comb through poop on the lookout for contraband.
Wearables

Samsung's new Galaxy Watch Active can track your blood pressure

Looking for a new fitness buddy? Samsung just launched the Galaxy Watch Active and the Galaxy Fit, two new wearables with a raft of fitness-focused features that'll keep you moving and get you down the gym.
Wearables

Garmin’s Vivoactive 3 Music adds Spotify support for tunes while you tone

After releasing Spotify for the Fenix 5 Plus series and Forerunner 645 Music last year, Garmin made good on its promise to bring the music streaming service to its Vivoactive 3 Music fitness watch.