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Apple Watch Apple Jony Ive

It is part of the 'human condition' to make technology smaller and more functional - says Apple design VP Jony Ive

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By John McCarthy, Opinion Editor

November 14, 2014 | 2 min read

Apple's senior vice president of design, Jony Ive, has claimed that the firm’s transition to wearable technology with the release of the Apple Watch is the next step in a “multi-century transition from the clock tower to something that ended up eventually on your wrist”.

Jony Ive, Apple's senior vice president of design

Speaking at the London Design Museum, Ive summed up the firm’s decision to adopt wearable technology. On the evolution of time pieces, Ive said that clock towers, while impressive, were defunct when the viewer travelled round the corner.

Using that analogy he claimed that “when you see potent phenomenal technology there is somehow this desire to make it smaller," according to the Telegraph.

On the Apple Watch design, Ive said: “It’s been one of the most intriguing programmes, this transition of technology; it became a little bit more personal. It made its way into the home and then into your pocket - this leap to the worn is a really significant one.

“The wrist is an amazing place to put technology but you’re only going to use it in a certain way, you’re not going to write a dissertation but it is very good to see who just texted you or if you’re walking you don’t want to get your phone out.”

He concluded: “It’s so easy you don’t have to pay much attention.”

In October, Ive criticised Chinese mobile giant Xiaomi for its smartphones, which he claimed were "lazy" "thefts" of Apple ideas.

Apple Watch Apple Jony Ive

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