Quote of Note | Jonathan Ive

“What drove the design of the wrist watch wasn’t fashion, but utilitarianism and pragmatism. An aviator commissioned Cartier to design it because he didn’t want to take his hand off the joystick when flying. But when something is worn, issues of fashion, style and personal preference come into it. I think one of the biggest challenges we found with the Apple Watch was that we wouldn’t want to all be sitting here wearing the same thing, which is why we designed a flexible system rather than a singular product.”