“Jony Ive, Apple’s chief designer, said he believes with ‘every bone in his body’ that the forthcoming Apple Watch will help establish a new category of computing device,” Daisuke Wakabayashi reports for The Wall Street Journal.

“Ive told an audience at the San Francisco Museum of Modern Art Thursday night that designing the smartwatch posed more challenges than the iPhone because of societal expectations around a wristwatch. The wrist, he said, is an ideal place for ‘lightweight interactions’ and ‘casual glancing,’ but not for heavy reading,” Wakabayashi reports. “‘Even though Apple Watch does so many things, there are cultural, historical implications and expectations,’ Ive said. ‘That’s why it’s been such a difficult and humbling program.'”

“In a wide-ranging discussion, Ive said he’s proud of Apple because it creates great products, not because of its surging revenue or world-leading market valuation,” Wakabayashi reports. “Profits follow the products, he said.”

Read more in the full article here.

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