Jony Ive On iWatch: Switzerland is in Trouble

jony_iveAhead of Apple's September 9 event, in which the company is expected to finally show off the much-rumored iWatch, an Apple designer told the New York Times (via 9to5Mac), in a larger piece about fashion and technology, that Jony Ive is bragging that the iWatch could endanger traditional watchmakers.

According to a designer who works at Apple, Jonathan Ive, Apple’s design chief, in bragging about how cool he thought the iWatch was shaping up to be, gleefully said Switzerland is in trouble — though he chose a much bolder term for “trouble” to express how he thought the watchmaking nation might be in a tough predicament when Apple’s watch comes out.

While part leaks for the device have been nonexistent and solid information about the device's capabilities have been hard to come by, rumors have indicated the wearable may have NFC capabilities, tight integration with iOS 8, features related to health and fitness and that it would serve as an accessory device to the iPhone.

Rumors have suggested the iWatch will be introduced at Apple's September 9 event and will likely launch in early 2015.

Top Rated Comments

mozumder Avatar
124 months ago
People that buy $10,000-$50,000 watches aren't going to not buy them because of Apple.

There was an interview with one of the luxury watch vendors CEO back when the first digital watches came out in the 70's. The interviewer asked about the threatening competition from digital watches, and the CEO gave back the answer "We're not in the watch business. We're in the Jewelry business."

The Swiss watchmakers have nothing to worry about.
Score: 112 Votes (Like | Disagree)
X-X Avatar
124 months ago
The world's first Swiss watch made in China.

Revolutionary.
Score: 93 Votes (Like | Disagree)
dukebound85 Avatar
124 months ago
kinda different markets

traditional watches are jewelry that can be handed down generations.

Any watch apple makes will be obsolete after the next revision, or within a couple years.
Score: 56 Votes (Like | Disagree)
mad3inch1na Avatar
124 months ago
It is unapologetically plastic.
Score: 45 Votes (Like | Disagree)
Krimsonmyst Avatar
124 months ago
This is a joke, right?

No-one is going to stop Swiss timepieces because of an Apple iWatch. These watchmakers are crafting timeless pieces of jewellery, not phone accompaniments.
Score: 42 Votes (Like | Disagree)
PocketSand11 Avatar
124 months ago
People that buy $10,000-$50,000 watches aren't going to not buy them because of Apple.
Yeah, I think it was meant as a joke. He just means that Apple's iWatch is going to rival or surpass Swiss watches in terms of looks, not that people are going to stop buying Swiss watches.
Score: 30 Votes (Like | Disagree)

Popular Stories

Apple car wheel icon feature yellow

Apple Cancels Electric Car Project

Tuesday February 27, 2024 11:05 am PST by
Apple has canceled all plans to release an autonomous, electric vehicle, reports Bloomberg. Apple has been working on an Apple Car for more than a decade and invested millions of dollars into development before deciding it was not a viable project. Apple's Chief Operating Officer Jeff Williams today told approximately 2,000 employees working on the Apple Car that the project was canceled,...
iOS 18 Mock iPhone 16 Feature Gray

iOS 18 Rumored to Be Compatible With These iPhone Models

Tuesday February 27, 2024 6:31 am PST by
iOS 18 will be compatible with the iPhone XR, and thereby also the iPhone XS and iPhone XS Max models with the same A12 Bionic chip, according to a post on X today from a private account with a proven track record of sharing build numbers for upcoming iOS updates. The post was spotted by MacRumors contributor Aaron Perris, and it has since been deleted. However, this was likely because the...
iOS 17

iOS 17.4 Coming Soon With These New Features for Your iPhone

Monday February 26, 2024 6:08 am PST by
In a press release last month, Apple confirmed that iOS 17.4 will be released in March, and the update includes several new features and changes for the iPhone. Key new features in iOS 17.4 include major App Store changes in the EU, Apple Podcasts transcripts, and an iMessage security upgrade. The update also adds new emoji and includes preparations for the launch of next-generation CarPlay...
applearcade

Game Developers Describe 'Smell of Death' Around Apple Arcade

Monday February 26, 2024 7:24 am PST by
Some game developers are dissatisfied with Apple Arcade amid concerns about the subscription service's future, a new report claims. Sources speaking to mobilegamer.biz described a "smell of death" around Apple's games subscription service and noted the difference between the company's investment in TV and music, and its interest in games. "At the very top of the company there needs to be a ...
iPad Air 5

iPadOS 18 Rumored to Drop Support for These iPad Models

Tuesday February 27, 2024 6:55 am PST by
iPadOS 18 will drop support for iPad models equipped with the A10X Fusion chip, according to a post on X today from a private account with a proven track record of sharing build numbers for upcoming iOS and iPadOS updates. This means that iPadOS 18 would not be compatible with the first-generation 10.5-inch iPad Pro or the second-generation 12.9-inch iPad Pro models released in 2017. It...
Beyond iPhone 13 Better Blue Face ID Single Camera Hole

Six Reasons to Wait for Next Year's iPhone 17

Thursday February 22, 2024 4:20 am PST by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models concurrently, which is why we sometimes get rumored feature leaks so far ahead of launch. The iPhone 17 series is no different, and already we have some idea of what to expect from Apple's 2025 smartphone lineup. If you plan to skip...