“There was a sense that technology was going to move onto the body,” says Alan Dye, who runs Apple’s human interface group.
Around this time, Ive began a deep investigation of horology, studying how reading the position of the sun evolved into clocks, which evolved into watches. Through hardware and software, we could do that.” Along the way, the Apple team landed upon the Watch’s raison d’être.
It came down to this: Your phone is ruining your life.
His boss at the time, hardware czar Bob Mansfield, said to head straight to the design studio and get to work. As soon as he walked into the studio, he found out the project he’d been hired to run was already on deadline. There was a design review in two days, he was told, with the Apple brass. There were no working prototypes; there was no software.
There were just experiments—the i Pod crew had made something with a click wheel—and lots of ideas.
“People are carrying their phones with them and looking at the screen so much.” They’ve glared down their noses at those who bury themselves in their phones at the dinner table and then absentmindedly thrust hands into their own pockets at every ding or buzz.
“People want that level of engagement,” Lynch says.Those cool little experiences you have with your laptop and phone and tablet, like when the app icons quiver because they’re ready to move around your screen? A graphic designer by training, Dye is much more Burberry than Black Berry: With his hair swept deliberately to the left and a Japanese pen clipped to the inside of his gingham shirt just so, he’s clearly not leaving any details to chance.He came to Apple in 2006 with a résumé that included stints as design director at fashion house Kate Spade and as a heavy hitter at Ogilvy & Mather doing branding work for the likes of Miller and Levi’s.The expectations, however, were clear: Apple’s senior vice president of design, Jony Ive, had tasked them with creating a revolutionary device that could be worn on the wrist.It was either hubris or an entirely justifiable expectation. After all, over the past 15 years, Apple has upended three major categories of consumer electronics and, in the process, become the most valuable company on Earth.Questions started coalescing around the idea of a watch: What could it add to people’s lives?