Tog: Apple’s iWatch is coming and will be transformative

Discussing Apple innovation and what products the tech giant plan on introducing next, with Bruce Tognazzini, Norman Nielsen Group principal.

Bruce Tognazzini was Apple employee #66. He built his first electro-mechanical computer in 1957.

During his 14 years at Apple, he designed Apple’s first human interface for the Apple II and wrote eight editions of the Apple Human Interface Guidelines. Tog has 57 patents in human-computer interaction, radar, eye tracking, and GPS.

Direct ink to video here.


  1. Transformative how?

    Everyone is going on and on about smart watches. Pundits drone on forever about “what to expect” from the coming Apple’s Smart Watch. Who Cares? I have no desire to put what amounts to a dongle on my wrist that is wirelessly connected to my phone. I can just check my phone. It’s sitting right there, in my shirt pocket.

    Maybe I’m entirely too lazy to walk 15 feet to adjust my thermostat but why do I need yet another device that is literally a few inches from my phone, both on my person? Why do I need to add a layer of abstraction to my phone?

    I think Apple has figured out how silly smart watches are, which is why they are concentrating on a fitness oriented device, if the rumors can be believed. Even they first had to find a use for the darn things. Maybe amateur athletes will enjoy the biofeedback from smart watches, but as far as the rest of us are concerned, I see no appeal. I guess if I’m walking outside in a blizzard or on a bright sunny day or it’s raining, I can glance at it and check the weather. I predict smart watches will be DOA.

    I love watches though. If you want to send me a nice Omega Speedmaster, I will be eternally grateful and even will it back to you upon my death, but as far as some $200 geek doohickey bleeping irrelevant data at me all day, keep it.

    Concerning other wearables… where ya gonna wear them? Smart jewelry? I don’t think so. Smart pants? Smart boxers, briefs, bras, shoes? I don’t think so. There’s Google Glass and we see how well that’s going. Bottom line, when you can shrink my phone down to a tiny chip and insert it into my brain, then you’ll have my interest. Until then I just want a bigger screen on my iPhone. Not a wrist accessory for it.

    That being said, I hope Apple black swans smart watches like they did mobile phones. I just can’t see how.

      1. What then would be most compelling thing a smartwatch could do using your imagination 3I3? Just curious. What is it that would make people rush out and line up for an Apple SmartWatch, because let’s face it, if that doesn’t happen it will be labeled a failure.

    1. Health is a huge market. Apple’s strengths are design, miniaturization, materials, and sensors.

      The health market will be theirs to own, in my opinion. I think they will also dominate the payments market as well. Assuming the iWatch comes out next year, there will be plenty of time to get their payments ecosystem ready and adopted (for retailers) before the iBand comes out.

      I disagree with you on smart jewelry on this point. Apple could easily make a cool necklace that measures things like heartbeat, perspiration levels, etc. Eventually, smart technology will be our answer to issues in preventative medicine and environmental awareness. You mentioned weather, but what about immediate air quality, blood pressure, glucose levels, blood alcohol levels, etc.

    2. Wow I’m confused you state very logical if a little doubtful reasons for the uselessness of a smart watch while an hour ago I read on another thread about how someone found even the limited Samsunfg Gear really useful stating it as one of the reasons he now uses a Galaxy Note. Can’t both be right so I think I will wait for the real thing to appear and decide through hands on reports and usage before I decide.

    3. Transformative how? Guess Time!

      1. Transformation is no longer about hardware per see in computing, though it is important.

      2. Integrating software solutions to find and exchange answers to problems and information is where true innovative transformation looks to reside today.

    4. iWatch
      – I’m on the highway. I can see if that text is critical, like the client I’m driving one hour to see just cancelled.
      – and even if I’m not on the highway, I’d rather not have to pull over just to check that. Glancing at my wrist would be nice.
      – see if the phone call I just receive is from someone important and requires pulling over.
      – save me digging into my winter clothes to see the time
      – save me digging into any clothes just to see the time
      – halfway down the ski slope… is that text or phone a change of plans for lunch, or just a confirmation, or a notice that my son just broke both his legs
      – maybe big enough to see the gps trail map when out mountain biking or hiking
      – keep my heart rate in the desirable zone when exercising

      For me, I see plenty of use for it — plenty of convenience. And there’s probably much more I’m not thinking of.

    5. Thelonious, you and I didn’t see the iPhone coming. Only a few did, and those were savvy competitors realising they were screwed.

      If Apple’s culture of excellence was successfully implanted by Steve Jobs into the company DNA, then we shall see no lame products, only incrementally better ones and occasionally blockbusters. Which will not be recognised as such by myopic industry analysts until after they have been steamrollered.

      1. hail yeah. 2 dimensional analysts damn well have their right to a steamroller.
        hahahahahahahahahahah !!! god, what i’d give for just an ounce of intelligence.

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