Apple guru Jony Ive says he believes with every bone in his body that the forthcoming Apple Watch is going to help establish a new category of computing device. Cupertinos senior vice president of design made the comments at the San Francisco Museum of Modern Art, according to The Wall Street Journal.
Calling the Apple Watch design process difficult and humbling, Ive saidthat there were cultural, historical implementation and expectations to keep in mind.
He also noted that “creating a ‘wearable’ device raises new expectations from consumers.”
As The Wall Street Journal highlighted:
As soon as something is worn, we have expectations of choice, said Ive. Only in prison, he joked, do people all wear the same thing.
Ive attended the Thursday event to acceptthe 2014 Bay Area Treasure Award from the museums Modern Art Council.