“Feels nice, doesn’t it?” On my second visit to Cupertino, Ive has
finally handed it over: the new Apple Watch. It is more watch than
the computer geeks would ever have imagined, has more embedded
software than in a Rolex wearer’s wildest dreams. When Ive shows
it to me — weeks before the product’s exhaustive launch, hosted
by new CEO Tim Cook — in a situation room that has us surrounded
by guards, it feels like a matter of national security. Yet
despite all the pressure, he really just wants you to touch it, to
feel it, to experience it as a thing. And if you comment on, say,
the weight of it, he nods. “Because it’s real materials,” he says
proudly. Then he wants you to feel the connections, the magnets in
the strap, the buckle, to witness the soft but solid snap, which
he just loves as an interaction with design, a pure, tactile idea.
“Isn’t that fantastic?”
That Sullivan got to see Apple Watch before it was announced is pretty interesting, as is the fact that such access was granted to Vogue, of all magazines. “The Man Behind the Apple Watch” is an interesting headline, too.