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Jony Ive interview: Apple Watch "Not a Clock" …



Another week, another Jony Ive interview …

The Financial Times today carries a somewhat creepy description of a lunch with Apple's design boss. Almost as much time is devoted to describing the food as it is for the interview itself, but there are some interesting quotes along the way …

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Journalist Nicholas Foulkes suggests that Apple may be somewhat free in describing himself as Number One Notice when Apple Watch is not a clock in the traditional sense. I've agreed but say it's not really a better shorthand.

No, I think this is a very powerful computer, with a number of highly sophisticated sensors attached to my wrist. It is neither very descriptive nor very useful.

You and I have the same perspective and we had the same challenge with the product that we called the iPhone. It is clear that the iPhone feature goes far beyond the function of what we would traditionally call a phone.

Asked why Ive's team was as late as moving into the new Apple Park campus, the design head said it was always planned that way – and leaving the old studio was a real wrench.

It was not late, it was always planned to be then. When you move 9000 people, you do not do it in one day. We are one of the last groups. It's a loaded and important event because it meant leaving a studio that has decades of history, where we designed and built first prototypes. This is the studio I went back to on the day when Steve died. And that's the place where we found out iPhone and iPod.

But he said he was excited to get the entire design team to work in a studio for the first time.

We have never been to the same studio. If all we did was changing where we were sitting, and apart from the expectation that we would keep the status quo, I would be hugely worried, but it could not be more different. Moving to Apple Park finally represents to come together on these various areas of creative expertise that are incredibly varied. I'm pretty sure this has never happened before, to have industrial designers next to font designers, next to prototypes, next to haptic experts. The best haptic experts in the world are sitting next to a bunch of guys who have doctorates in material science.

There was another recent Jony Ive interview on Wired25 and Ive paraphrased much of what he said there about smartphone addiction.

If you create something new, it is inevitable, there will be consequences that were not foreseen – someone who wants to be good, and so are those who are not as positive. It is a responsibility to try to predict as many consequences as possible and I think you have a moral responsibility to try to understand, try to reduce those you do not predict.

If you really have a concern for humanity, you will be keen to try to understand the implications, the consequences of creating something that has not existed before. I think it's part of Apple's culture to believe it's a responsibility that does not end when you ship a product.

If you're just going to read a Jony Ive interview, it should probably not be this

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