The Apple Watch is without a doubt the sleekest device the Cupertino giant has made till date. Comprising of high profile manufacturing materials – aluminum, stainless steel and gold – the new wearable screams quality inside out. And now, a video interview of the man behind the design of the watch – Sir Jony Ive – has been published online, in which he, along with Marc Newson, discuss the design process along with other details of the Apple Watch.

Apple has made no secret of the fact that their wearable is a top notch one in terms of build quality and it does in fact comes packed with features never before seen in any other wearable. Furthermore, the company even went one step ahead – rather three – to show off their finesse when it comes to using different materials in a device of this nature. While many have questioned the motive behind Apple releasing a $10,000+ gold smartwatch, Jony Ive, in an interview with Vogue tackles the notion in the best way possible, and says: “The use of gold wasn’t driven by some predetermined price point. That absolutely wasn’t the reason we chose the material. We chose the material because we loved it.”

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Jony Ive further added that the company didn’t just go for “off the shelf” gold, instead, they designed their own, which is much harder than what you can buy in the material market. This revelation alone speaks for itself that Apple didn’t just release a watch for the sake of it; they wanted to get it right in the first go.

Regarding usability, Jony Ive revealed that the company wanted to take existing technology and build on top of it, while also making things even more personal. Ive said: “What I know is our intent has remained the same and is consistent, which is to try to take what is remarkable tech in terms of its capability and utility and make it more and more personal. The consequences of that path I’m not aware of, other than that I hope people will like the Watch and find it personal and beautiful.”

The interview runs for 11 minutes and is worth checking out:

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