Apple’s Jony Ive Talks Apple Watch at SFMOMA Awards Ceremony

On Friday night, Apple’s chief designer Jony Ive was honoured by the San Francisco Museum of Modern Art (SFMOMA) as a “San Francisco Treasure.”

Ive was described as the most influential designer in the world. Charles Schwab, an investment banker who attended the event, said that San Francisco is now one of the design capitals of the world and that Apple leads all other technology companies when it comes to design.



During the award ceremony, Ive spoke briefly about the new Apple Watch and he said that the device is a beginning of a very important category.

“During dinner, Ive spoke onstage about the Apple Watch, giving a history of timekeepers, from the clocktower to the smartwatch: “I think it’s part of the human condition that when we see something huge and powerful, that we aspire to make it smaller, and personal.

Obviously, you’re not going to read ‘War and Peace’ on your wrist. But for lightweight interactions, for casual glancing, it’s absolutely fabulous. And I think this is the beginning of a very important category. With every bone in my body I know this is an important category, and this is the right place to wear it.”

Ive also recounted the testimony of someone who was testing the Apple Watch who said that they were able to set the alarm for the next morning and be woken up as if someone was tapping their wrist. The alarm went off the next morning without waking his wife and baby. Ive simply responded by saying, “Isn’t that fantastic?”

The Apple Watch will be available in early 2015 in three models: Apple Watch, Apple Watch Sport, and the 18-karat gold Apple Watch Edition which is said to cost as much as $1200. The base model of the Apple Watch is set to start at $349 USD.

[via Re/code]