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Jony Ive reportedly says 'iWatch' will be trouble for Switzerland

post #1 of 191
Thread Starter 
Apple SVP of Design Jony Ive reportedly put the entire country of Switzerland on notice in touting the company's long-rumored wearable device, suggesting a fit and finish comparable to or surpassing that of traditional watches.



According to an unnamed source working on Ive's team, the design guru said Switzerland is in trouble, referring to the rumored "iWatch" release, reports The New York Times. The publication did not furnish an actual quote, but noted Ive used stronger language to express the notion.

Ive's reported aside was wrapped in a story about the general wearables market, which up to this point has failed to deliver on fashion, something of a commodity for traditional watchmakers. More specifically, the piece covered the unveiling of Intel's MICA (My Intelligent Communication Accessory) bracelet, a fashion-forward wearable created in partnership with Barneys New York.

Apple is expected to release its own wrist-worn wearable in the near future, with industry insiders anticipating a product boasting the usual appealing industrial design synonymous with Apple's brand. Recent rumors claimed the company was looking at a retail price of around $400, which if true would make the iWatch one of the most expensive smartwatches available.

The most recent rumblings say Apple is planning to announce the iWatch at an upcoming special event on Sept. 9, which is widely thought to focus on the next-generation iPhone lineup.
post #2 of 191

Those words send shivers to the knees of Samesong. Sorry, samsung.

post #3 of 191

post #4 of 191

Woah! This is big!

 

Does Ive ever comment on anything, especially on something that is not released yet?

 

If Jony Ive is saying something to the effect that the entire country of Switzerland is in trouble, then this sounds freaking awesome! The iWatch will be huge!

 

Let's crush Switzerland! Apple will lead the way! I never did care much for "neutral" countries anyhow. It's a bit of a cop out, and pretty cowardly, if you ask me.

post #5 of 191
Quote:
Originally Posted by AppleInsider View Post

According to an unnamed source working on Ive's team...


I flat-out do not believe someone on Ive's team would disclose something like that.  If so, I hope that guy is fired on the spot.

Unless it comes out of Ive's mouth directly, I say BS.

post #6 of 191

Actually, I was there in the room when Jony said Switzerland will be in trouble .... and google and samsung will get f**** if they try to copy!

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post #7 of 191
OK. If the NY Times does not want to quote, I'll have to do it.

"Switzerland is in deep doo-doo"
post #8 of 191
I call BS on this. No no from his design team would ever leak squat. Heck, Ive said last year the he'd love to show us what he's working on but would be fired if he did so. Somebody leaking BS to either make Apple look arrogant (great click bait for tech sites and the likes of Business Insider) and/or completely hype a rumored wearable device to something that Apple could never live up to.
post #9 of 191
Quote:
Originally Posted by Apple ][ View Post
 

Woah! This is big!

 

Does Ive ever comment on anything, especially on something that is not released yet?

 

If Jony Ive is saying something to the effect that the entire country of Switzerland is in trouble, then this sounds freaking awesome! The iWatch will be huge!

 

Let's crush Switzerland! Apple will lead the way! I never did care much for "neutral" countries anyhow. It's a bit of a cop out, and pretty cowardly, if you ask me.

 

They're not 'neutral.' They are isolationist. That much Nazi gold in your bankers' vaults will drive you there.

post #10 of 191

While Im hoping for the best, if the comments are true(big if) this sets expectations so high... watches are so personnel in terms of taste, functions etc, seems hard to imagine that an iwatch(or whatever it is called) would upset a whole industry; but I did not imagine an iphone, ipod, ipad, retina MBP, mac pro etc...so what do I know... jack @#$%. :)

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post #11 of 191
If Apple botches the iWatch launch somebody'll be getting a slap on the wrist...
post #12 of 191
Maybe he was referring to the hype, saying that if the alleged iPhone lived up to the hype, then ...

I am skeptical to this report. First off JI would not say any such thing in earnest, and secondly I just can't see an iWatch competing with traditional watches, which few people even wear these days.
post #13 of 191
Quote:
Originally Posted by Slurpy View Post


Yeah see, the thing is, noone fucking asked you. Quite pathetic how you feel the need to inject your vitriolic brand of politics and xenophobia into absolutely everything. Do us a favor and keep that useless vomit to yourself.

 

Do you do anything besides whine about my posts on this forum?

 

Isn't there like an ignore function or something that you can use, if it bothers you that much? It might help save you from further frustration.

post #14 of 191
A bit of hubris Johnny ...

I remember a story from my youth where the US was fixated on outdoing watches made in Switzerland ...

As the story goes American technology produced a golden wire as fine as a human hair. Gloating, they sent it to the Swiss along with a message saying: "What do you think of this?"

Before long, the package was returned with a note that said: "Look at this closely."

Examination under a microscope showed that the Swiss had drilled a hole through the fine wire ... Lengthwise!
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post #15 of 191
Quote:
Originally Posted by Slurpy View Post

Yeah see, the thing is, noone fucking asked you. Quite pathetic how you feel the need to inject your vitriolic brand of politics and xenophobia into absolutely everything. Do us a favor and keep that useless vomit to yourself.

Steady on.

He has as much right to express his opinions/views as any of us.
post #16 of 191
Quote:
Originally Posted by sflocal View Post
 
Quote:
Originally Posted by AppleInsider View Post

According to an unnamed source working on Ive's team...


I flat-out do not believe someone on Ive's team would disclose something like that.  If so, I hope that guy is fired on the spot.

Unless it comes out of Ive's mouth directly, I say BS.

"Fired on the spot??!?!?"

If it did come directly from Ive's mouth, would you want him fired too?

If they live here in the US especially, I'd like to see neither of them fired...

But really, does anyone seriously believe it was said, in the first place?

post #17 of 191
Quote:
Originally Posted by Dick Applebaum View Post

A bit of hubris Johnny ...

I remember a story from my youth where the US was fixated on outdoing watches made in Switzerland ...

As the story goes American technology produced a golden wire as fine as a human hair. Gloating, they sent it to the Swiss along with a message saying: "What do you think of this?"

Before long, the package was returned with a note that said: "Look at this closely."

Examination under a microscope showed that the Swiss had drilled a hole through the fine wire ... Lengthwise!


Oh yea... tell that to theses guys-

 

http://www.najet.com/

 

Just joshing... ;)  I remember hearing a version of the story also (But from Germany, my family is of german ancestry).

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post #18 of 191
Then, in my teens, Gruen was a make of good quality watches ...

A popular slogan of the time was: "According to my watch, it's 9:00 PM -- It's Gruen time!"
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post #19 of 191

Cook has certainly doubled down on the security surrounding the iWatch. Not one single leaked photo or anything. The iPhone 6 on the other hand.....

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post #20 of 191
Quote:
Originally Posted by sflocal View Post

I flat-out do not believe someone on Ive's team would disclose something like that.  If so, I hope that guy is fired on the spot.

Unless it comes out of Ive's mouth directly, I say BS.

On the one hand I agree with you about Ive or his team stating to such a thing to anyone not developing the device directly. On the other, I don't think Ive or Apple would be happy with anything that they didn't think wasn't going to be disruptive which is why I think that Ive would definitely say that, assuming there is an Apple wrist-worn device announced next week.

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post #21 of 191
Quote:
Originally Posted by GadgetCanadaV2 View Post

Cook has certainly doubled down on the security surrounding the iWatch. Not one single leaked photo or anything. The iPhone 6 on the other hand.....

Tim needs to double down on iCloud ... Publicly ... Before 9/9 ...

Gruber has a very good analysis of the trade offs ...
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post #22 of 191
So is this Apple PR saying "Jony help us out here we're getting killed by celebrity photo hack"? If it's a deliberate leak I'm not so sure it's a good idea as it only intensifies the hype machine and really puts pressure on Apple to deliver the goods.
post #23 of 191
Quote:
Originally Posted by Slurpy View Post

Yeah see, the thing is, noone fucking asked you. Quite pathetic how you feel the need to inject your vitriolic brand of politics and xenophobia into absolutely everything. Do us a favor and keep that useless vomit to yourself.

Yeah thats the way to raise the quality of comments. Great job /s
post #24 of 191
First Apple preloads celebrity nudes on all iPhone 6's and then they declares war vs. Switzerland? Talk about reinventing markets...
post #25 of 191

Hard to believe something said by Ive would actually get leaked.

 

However, it makes for a good news story. The Swiss are quite stubborn (and arrogant) when it comes to watches. So much so they stood by and watched as Asian manufacturers embraced quartz while they stood by their time-tested mechanical watch industry.

 

The quote sort of implies that Apple is going to do a repeat of the Asians in terms of taking a huge bite out of Swiss watch producers.

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post #26 of 191
I've been saying...


In the realm of dedicated watches, the world's first GPS watch cost $2300. This watch uses GPS signals to synch your watch to the local time as you cross time zones (versus using the radio signals normally used to synch high-end watches with an atomic clock as you change time zones). $2300 for a watch that tells you the time, has some chronograph features, and updates itself as you cross time zones. How do you get $2300 for a watch with no more functionality than one included app on any modern smartphone? Two words: Style. Materials.

Apple's iWatch will perform hundreds of functions. Add some Apple style and you boost the price. Make a model incorporating precious metals, like gold or platinum and you boost the price higher. But Apple has a third potential means of boosting the price. Apple can, and as widely speculated, will, add some sophisticated health monitoring functions not yet available on any available consumer wearable.

Now imagine if Apple were to add some of these health monitoring sensors not in the body of the iWatch, but in easily attachable bands. A diabetic would buy the band with blood glucose monitoring sensors, and pay a pretty penny for it, perhaps subsidized by insurance. A sports enthusiast/athlete will buy the sports band with sensors to monitor UV exposure, pulse rate, etc. With interchangeable bands, an iWatch owner could switch from a sports band to a more formal band for wearing the iWatch when going out in the evening. If the bands incorporate the batteries, then switching to another band gets you a full charge, and the switched out band gets set down on the included inductive charger.

Now how much would you pay?


In the fullness of time, all of the traditional watch makers are vulnerable. The utility of a watch as a timepiece has already been wholly disrupted by technology. Gone are the days when people check the time 100 times a day; smartphones with reminders and appointment calendars inform us of our time-based commitments, and these devices are looked at for a variety of purposes throughout the day, with the time ever present on screen. Smart watches will first supplant ordinary watches as a more functional fashion accessory. And with smart watch functionality soon becoming expected, luxury smart watches will come on the scene where they will displace those luxury watches whose functionality extends only to telling the time and a few other time-based functions. A technology ecosystem will be a critical part of the picture, and this is something none of the existing luxury watchmakers can bring to the market in any meaningful way compared with the technology giants currently moving into this space. Within 10 years, the notion of a luxury watch will be synonymous with luxury smart watch and the Rolexes of the world will be on the path to extinction.


Advice to the luxury watch makers: partner with tech giants, if they'll even have you.
Edited by RadarTheKat - 9/3/14 at 7:29pm
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post #27 of 191
Quote:
Originally Posted by GadgetCanadaV2 View Post
 

Cook has certainly doubled down on the security surrounding the iWatch. Not one single leaked photo or anything. The iPhone 6 on the other hand.....

 

I think the focus is spot on. The leaks set realistic expectations for the next iPhone. Even though touch ID was leaked, we didn't know how well it would end up working. The software usually has some undisclosed features, etc. So in the end keeping the truly new stuff secret is very important. Swift, 64-bit, and the IBM deal caught everyone off guard. Pretty good track record where it counts. Even iWatch and Payments, etc... Tim has hinted at both of those and they don't really have anything other than possible deals with companies with zero actually details and a bazillion artist renderings of what an iWatch might look like. Oh and this second hand rumor without a quote or whatever you want to call this.

post #28 of 191
Quote:
Originally Posted by Dick Applebaum View Post

A bit of hubris Johnny ...

I remember a story from my youth where the US was fixated on outdoing watches made in Switzerland ...

As the story goes American technology produced a golden wire as fine as a human hair. Gloating, they sent it to the Swiss along with a message saying: "What do you think of this?"

Before long, the package was returned with a note that said: "Look at this closely."

Examination under a microscope showed that the Swiss had drilled a hole through the fine wire ... Lengthwise!

 

I still haven't been able to make out those little laser drilled holes in my 2010 MacBook Air that the webcam indicator light shines through.  I think Apple can do in volume and at production line speeds whatever the Swiss or any other fine watch makers have shown the ability to do.
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post #29 of 191
The watch is a diversion. It's all about the chocolate.
post #30 of 191
It could be BS. But, there is nothing specific about the iWatch being related, so technically it could Apple priming the pump on purpose, like Eddy Cue did this year.
post #31 of 191
Quote:
Originally Posted by Rogifan View Post

So is this Apple PR saying "Jony help us out here we're getting killed by celebrity photo hack"? If it's a deliberate leak I'm not so sure it's a good idea as it only intensifies the hype machine and really puts pressure on Apple to deliver the goods.

 

Which is only a problem if they don't have the goods already on hand to deliver in six days.  I sure hope they do.

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Never own anything that poops. - RadarTheKat
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post #32 of 191
...and in response, an unnamed source reports that a luxury Swiss watch designer stated that Jony Ive's mama has bad breath.

Is this a controlled leak or something?
post #33 of 191
iKeiretsu
 
If I wanted to build a new product in complete secrecy, in a country with an existing high technology manufacturing industry and workforce, and if that product was so compact in size that most assembly tasks needed to be performed by machine, where would I look for manufacturing and even parts sourcing?
 
For secrecy, I'd look to a country with a monoculture that holds honor in high regard.  Where every worker, down to the lowest paid, takes seriously his total commitment to the company and the quality of the product being produced.
 
For technology manufacturing expertise and automation, I'd look to a country where automated manufacturing is at its pinnicle.
 
For bespoke and miniaturized components that need to be designed from whole cloth, I might look to the companies and industry of a country with a long history of high tech manufacturing.
 
What country has all of the above attributes?  Japan. 
 
iWatch. Designed in California.  Made in Japan.
 
Hmm... Almost sounds plausible.
 
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post #34 of 191
I've got an unnamed source who says "yeah right." Anyone want to write a lengthy article padded with the usual boilerplate text and gaudy iWatch concept photos?

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post #35 of 191

I decided to research Nick Bilton, the author of the NY Times article. After doing so, I had to wonder if the British-American might be telling the truth instead of blatantly lying about his Apple sources. I still do not want to believe Nick is telling the whole truth and nothing but the truth. No matter what though, the article has and will spark conversation about Apple's supposed entry into the wearables arena next week.

 

JUST FOR FUN, HERE IS MY INITIAL RESPONSE TO THE ARTICLE...

 

I read the New York Times article and decided to call it bull shit! Apple was mentioned just to give the story click bait material. In my opinion, Intel was not the focus of the story because Intel (like Samsung) has repeatedly made grandiose statements only to watch everything fail. Now the company has chosen to focus its attention on wearable devices. The NY Times decided it needed to include Apple in the story and chose to lie.

 

There were 21 paragraphs in the NY Times article. Intel was first mentioned at paragraph 17. Apple was mentioned at paragraph 4. If the story was REALLY about Intel, Intel should have been mentioned BEFORE any reference to Apple was ever made.

 

Here is paragraph 5 of the article... While we don’t have much of an idea whatthe coveted iWatch will look like, I was able to glean one small detail from people at Apple who work on the company’s wearables.

 

And the rest is history! We all know we can trust the NY Times to tell us the truth!!

 

Guess what? If Apple chose to sue the pristine, honest, above board publication for libel, the NY Times and the author of the story would be protected by US law since they cannot be forced to reveal sources. The NY Times knows this and is willing to lie because it knows it can get away with the lie to sell a story.

 

Oh well. This story should fill the digital airwaves tonight and tomorrow. This story will also be rehashed next week IF a wearable device is revealed by Apple and the device does not put Switzerland on notice. I look forward to reading how the NY Times rips Jony for his bravado instead of telling the truth that it lied about him in the first place.

post #36 of 191
Quote:
Originally Posted by sflocal View Post


I flat-out do not believe someone on Ive's team would disclose something like that.  If so, I hope that guy is fired on the spot.


Unless it comes out of Ive's mouth directly, I say BS.

The important thing is that Google ads were served.

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post #37 of 191
I was wondering about this a while ago. I think the watch industry as we know it now, (the luxury one) is doomed, certainly. But is it because of the iwatch, not so sure.

As some have mentioned watches are a personal thing. As long as smart watches don't get that involved that you NEED to replace that thing on your wrist, many people won't.

I'm a watch enthusiast myself and I think for me it takes a pretty strong reason to use a smart watch.

- battery life
- functionality
- ruggedness
- looks

None of the existing smart watches are there yet (most of them you have to press a button to see the time!) and battery life is mediocre at best.

I wear automatic watches so I never really need to worry them running out of steam. The few battery powered watches I have are sitting in a drawer with empty batteries.
post #38 of 191
Quote:
Originally Posted by quinney View Post

The watch is a diversion. It's all about the chocolate.

Yes it's the chocolate ... always has been ... always will be …
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post #39 of 191
I've been saying all along, for a successful iWatch, Apple has to approach the market the way a high fashion house would. And the hires --Deneve, Ahrendts, and the guy from Tag Heuer, among others, give very very strong indications that Apple is doing exactly that. It's going to be Swatch kicked at least two notches upmarket. The retail pitch will be different from anything we've ever seen before from Apple. It's going to be high glamour, high style and high tech. There will be far more models than Apple has ever made before and more frequent new model introductions. The goal is to sell more than one watch to a customer; have them collect different models so they have a watch to suit whatever mood they're feeling or outfit they're wearing that day: sporty, casual, elegant, you name it.

Oh, and that land barge they're building at the 9/9 venue? Think IKEA show floor but the stuff they're demoing is a far cry from Scandinavian disposable chic. I'm talking Homekit, Healthkit, iBeacons, Carplay amd iWatch, or whatever they call it deployed in simulated settings --at home, at work, on the road, out running, etc. And I wouldn't rule out live models if Apple has enough iWatch pre-production models in hand.
Edited by tundraboy - 9/3/14 at 7:49pm
post #40 of 191
Quote:
Originally Posted by EricTheHalfBee View Post

Hard to believe something said by Ive would actually get leaked.

However, it makes for a good news story. The Swiss are quite stubborn (and arrogant) when it comes to watches. So much so they stood by and watched as Asian manufacturers embraced quartz while they stood by their time-tested mechanical watch industry.

The quote sort of implies that Apple is going to do a repeat of the Asians in terms of taking a huge bite out of Swiss watch producers.

That which can be called stubbornness and arrogance is actually the art of making fine mechanisms taken to the highest degree on Earth. It shouldn't be allowed to disappear completely, because those are centuries-old unbroken knowledge traditions, not to mention machinery installations perfected over generations.

If Jony Ive said something like this, which I doubt, he would have been joking, because he knows about traditions like these, as do all Englishmen. But nobody does it like the Germanic and Celtic central Europeans. You have to include the Bavarians and Bohemians in this group.
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