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The Apple Watch is “not a threat” to mechanical watches

As Mashable reports, the interview was held by Vogue International Editor Suzy Menkes. She questioned Ive and design partner Marc Newson on how the Apple Watch has impacted traditional watch manufacturers.
Many have wondered how the golden Apple Watch Edition will fare in the face of tried and tested sophistication from famous European watch brands. As people tend to wear only one watch and the Apple Watch is designed to be worn continually, it seems somewhat illogical to suggest that Apple has not also wondered this.
Ive denies that the company is directly competing with brands like Tag Heurer and Omega though. He claims that Apple saw an opportunity to bring technology into a new place but did not think that it could design a better watch than anyone else.
Ive says: “It wasn’t because we thought we could design a better watch [or that we] wanted to compete with the existing watch makers. It was because that we saw that the wrist was a fabulous place for technology.”
Some have disputed this however, saying that Apple is already competing with existing watch makers and citing how Apple has been aggressively marketing the Apple Watch in luxury magazines. Ive’s answer seems to skirt the question by showing Apple as peacefully co-existing with its own products.
Mashable notes how the next answer is even more vague though. Confronted with a widely-echoed query on the longevity of Apple Watch, Ive twists his answer so that it throws the original question into consideration, saying: “I don’t see how we can compare these wonderful mechanical watches that we own and a product that has such a comprehensive functionality and capability that will grow and change beyond our imagining.”
The majority of prized watches that are bought will stay in a family for generations, passed down to children and grandchildren in their original state. Estimates this week suggest that the battery in the Apple Watch will last only 2.5 years before requiring replacement and a recent iFixIt report found that it is nearly impossible to repair.
In contrast, a mechanical watch by a reputable manufacturer can last for decades on one battery. Its also possible to get watches repaired in every major city by professionally-trained experts.
Despite the vague and questionable responses, every interview with Jony Ive always reveals something about Apple and its motivation in launching new products. The launch-day popularity of the Apple Watch has already proven that people will buy it but it remains to be seen whether people will like it.

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