Apple design head Jony Ive says that ‘Switzerland is in trouble’ ahead of wearable’s launch indicating iWatch

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There is so much buzz going on about the iPhone 6 and the iWatch, including remarks that Apple’s wearable will be able to propel the wearables market into the consumer’s eye better than any other company that has tried before it. If the wearable looks, and acts, as pristine as a classic timepiece, it certainly has the potential.

The New York Times has highlighted the existing marketing ahead of the iPhone 6 and iWatch’s announcement on September 9. While the profile itself is wide ranging, and has plenty of content regarding the current state of wearables (going as far as to say they should be called “ugly tech”), there’s one very interesting quote purportedly said by Apple design head Jony Ive. Provided by another Apple designer, and referring to the existing watch market, Ive reportedly said that, “Switzerland is in trouble.”

From the report:

“According to a designer who works at Apple, Jonathan Ive, Apple’s design chief, in bragging about how cool he thought the iWatch was shaping up to be, gleefully said Switzerland is in trouble — though he chose a much bolder term for “trouble” to express how he thought the watchmaking nation might be in a tough predicament when Apple’s watch comes out.“

Right now the big focus is on the iWatch, or whatever it ends up being called, and the fact that Apple has reportedly been putting a big focus on the design of the device, with aims to make it on the same level as a regular fashion item. While nothing has been confirmed at this point, it’s believed that the Apple wearable will be introduced on September 9 alongside the iPhone 6.

Indeed, Apple has made moves within the fashion industry, hiring key individuals that have been reportedly brought on to work on the iWatch team, including Patrick Pruniaux, a former marketing head at a watch manufacturer in Switzerland. There have also been reports that the iWatch may have multiple models, and that the top-end device could feature a price tag of $400. The iWatch will reportedly be announced along with the iPhone 6 on September 9 event.

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