Jony Ive Discusses Design of Apple Watch in Latest Interview

Gold Apple WatchApple design chief Jonathan Ive recently discussed the meticulous process that went into creating the Apple Watch in a new profile with Financial Times. Ive describes the Apple Watch as "the most personal product" that Apple has ever made, with "thousands and thousands of hours of evaluation and testing" invested into the device.

“Even now, when the design of the Apple Watch is incredibly mature and has gone through thousands and thousands of hours of evaluation and testing, we’re still working and improving. You are trying to keep everything fluid for as long as possible because everything is so interconnected. The best products are those where you have optimized each attribute while being very conscious of other parts of the product’s performance.”

The iconic designer adds that he appreciates the convenience afforded by the Apple Watch, describing the wrist as the perfect place for the technology. The device, for example, will have a Glances feature on the watch face that delivers real-time information such as weather, stock quotes and upcoming calendar events without needing to take your iPhone out of your pocket.

“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.”

In what could be amounted to a mistake, the profile claims that both the anodized aluminum Apple Watch Sport and stainless steel Apple Watch will start at $349. It has been widely speculated that the stainless steel Apple Watch would have a starting price of at least $499, especially given that the mid-tier model is equipped with a sapphire crystal display. The report speculates the Apple Watch Edition will start at around $4,500.

"He runs through the three ranges of Apple Watch with their different materials – the stainless-steel Apple Watch, the anodised-aluminium Apple Watch Sport (both from $349) and the Apple Watch Edition in 18ct yellow or rose gold (with an as yet unconfirmed price of around $4,500)."

Ive's so-called "fanatical" attention to detail extends beyond the Apple Watch to the packaging of the wrist-worn device. The box for the Apple Watch Edition in particular will be crafted from premium materials, including aniline-dyed leather on the outside and an ultra-suede material on the inside. The small box is capable of charging the Apple Watch and its bottom half slides out based on friction, similar to past iPhone, iPad and iPod packaging.

“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.”

Apple is expected to provide more details about the Apple Watch at its highly-anticipated "Spring Forward" media event on March 9th in San Francisco. Ahead of time, the company has been working closely with developers in a top-secret lab to create what will be some of the first apps for the wrist-worn device. Apple Watch will be available in April starting at $349 for the entry-level model.

Update: Apple has confirmed to MacRumors that FT's statement regarding both aluminum and stainless steel versions starting at $349 is incorrect.

Related Roundup: Apple Watch 10
Buyer's Guide: Apple Watch (Caution)

Popular Stories

iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro to Reverse iPhone X Design Decision

Monday July 7, 2025 9:46 am PDT by
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year. In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
iOS 26 Feature

Everything New in iOS 26 Beta 3

Monday July 7, 2025 1:20 pm PDT by
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July. Transparency In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
imac video apple feature

Apple Launching These 15+ Products Later This Year

Sunday July 6, 2025 8:05 am PDT by
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors. Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each. iPhone 17 Series iPho...
iphone 16 pro models 1

Here's How the iPhone 17 Pro Max Will Compare to the iPhone 17 Pro

Saturday July 5, 2025 1:00 pm PDT by
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year. As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
iPhone Car Key Kia

Here's Which Vehicles Offer iPhone Car Keys

Sunday July 6, 2025 3:03 pm PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. Apple has a web page with a list of vehicle models that ...
apple wallet drivers license feature iPhone 15 pro

Apple Says iPhone Driver's Licenses Will Expand to These 8 U.S. States

Tuesday July 8, 2025 11:26 am PDT by
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps. Unfortunately, this feature continues to roll out very slowly since it was announced in 2021, with only nine U.S. states, Puerto Rico,...
iphone 17 pro render majin bu

New iPhone 17 Pro Renders Highlight Apple Logo and MagSafe Design Changes

Sunday July 6, 2025 8:43 pm PDT by
New renders today provide the best look yet relocated Apple logo and redesigned MagSafe magnet array of the iPhone 17 Pro and iPhone 17 Pro Max. Image via Majin Bu. Several of the design changes coming to the iPhone 17 Pro model have been rumored for some time, such as the elongated camera bump that spans the full width of the device, with the LiDAR Scanner and flash moving to the right side. ...
apple account card feature

Apple Account Card Expanding to More Countries

Tuesday July 8, 2025 7:34 pm PDT by
Apple is expanding the ability to add an Apple Account Card to the Wallet app to more countries, according to backend Apple Pay changes. With iOS 15.5, Apple updated the Wallet app to allow users to add an Apple Account Card, which displays the Apple credit balance associated with an Apple ID. If you receive an Apple gift card, for example, it is added to an Apple Account that is also...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 14 New Features

Friday July 4, 2025 1:05 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are just over two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:Apple logo repositioned: Apple's logo may have a lower position on the back of the iPhone 17 Pro models, compared to previous...

Top Rated Comments

treichert Avatar
135 months ago
He can design the Watch... But certainly not the interface of OS X... Yosemite is ****...! :mad:

Oh, give it a rest.
Score: 48 Votes (Like | Disagree)
Wiesenlooser Avatar
135 months ago
He can design the Watch... But certainly not the interface of OS X... Yosemite is ****...! :mad:

Yosemite is nice
Score: 35 Votes (Like | Disagree)
jonblatho Avatar
135 months ago
Jony Ive flatters himself for an unreleased unproven product, more news at 11.

Because he has such a terrible track record. :rolleyes:
Score: 26 Votes (Like | Disagree)
thedeejay Avatar
135 months ago
He can design the Watch... But certainly not the interface of OS X... Yosemite is ****...! :mad:

Ok so go back to Mavericks. No one is stopping you. The rest of us like Yosemite
Score: 22 Votes (Like | Disagree)
Donoban Avatar
135 months ago
This guy is so full of ****. I swear all Apply employees take training lessons how how to talk for hours without actually saying anything.
Score: 17 Votes (Like | Disagree)
solamar Avatar
135 months ago
He can design the Watch... But certainly not the interface of OS X... Yosemite is ****...! :mad:

I like the changes.. I honestly think your in a minority when it comes to that opinion.

Can't please everyone all the time.
Score: 16 Votes (Like | Disagree)