Apple SVP of design, Sir Jony Ive, has revealed that designing the Apple Watch was a much tougher process than constructing the iPhone.
Speaking at the San Francisco Museum of Modern Art earlier this week, Ive said, "Even though Apple Watch does so many things, there are cultural, historical implications and expectations. That's why it's been such a difficult and humbling program."
The Chingford-born design guru was invited by the museum to accept the 2014 Bay Area Treasure Award, celebrating his "revolutionary" work at the Cupertino tech company.
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Ive also stated that he believes with “every bone in his body" that the much anticipated Apple Watch would help to kickstart a new revolution in tech, despite admitting that with wearables, there is a whole new set of customer expectations to deal with.
“As soon as something is worn, we have expectations of choice," said Ive.
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The Apple Watch will go on sale in 2015. It represents the first new product category from the Cupertino company in four years, since the iPad was announced, and could be the watershed moment for the wearable tech industry as a whole.
Check out our comprehensive guide to the Apple Watch to make sure you're fully up to speed.
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