Last year, Apple was the first company to be valued at $700bn. As it makes a bid to enter the luxury market with the 18ct gold Apple Watch, the brand’s British design visionary, Jony Ive, gives a rare interview to Nick Foulkes.
“It was different with the phone – all of us working on the first iPhone were driven by an absolute disdain for the cellphones we were using at the time. That’s not the case here. We’re a group of people who love our watches. So we’re working on something, yet have a high regard for what currently exists.
The intimacy of the watch is what made it desirable, almost necessary, for Apple to tackle. What’s unusual about Apple is that we have a very small and focused portfolio of products, so everything we make is important. And while the watch is an extension of the phone’s functionality, it’s a new platform for us. We’ve invested a lot of money and have wrestled with the issues.”