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. Cupertino’s 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 said that 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 accept the 2014 Bay Area Treasure Award from the museum’s Modern Art Council.
First announced on Sept. 9, the Apple Watch will be available in two different sizes and three unique versions – the Apple Watch, Apple Watch Sport, and Apple Watch Edition. Prices will begin at $349.
See also: Recently hired Apple designer Marc Newson interviewed by Dezeen magazine, Watch Apple design chief Jony Ive’s full interview with Vanity Fair, and Vogue interviews Jony Ive, ‘the man behind the Apple Watch.’