Ahead of iWatch unveiling, Jony Ive says Switzerland is in trouble

iwatch concept leatherstrap

For a variety of reasons, Apple's upcoming media event on September 9th is poised to be the most exciting in years. In fact, I might venture as far to say that the event will mark Apple's most significant product announcement since the original iPhone.

Not only will Apple likely be introducing two new iPhones and a mobile payments platform, but there is a growing consensus that Apple, at long last, will also take the wraps off of the now mythical iWatch. In other words, after four years without announcing new product categories, Apple is reportedly going to jump head first into the wearables market.

In light of that, the New York Times yesterday ran a piece covering the burgeoning market for wearable technologies while briefly touching on Apple's plans with the iWatch. In the excerpt below, Apple's chief industrial designer Jony Ive intimated that traditional watchmakers in Switzerland will be blindsided by Apple's foray into the watch market.

According to a designer who works at Apple, Jonathan Ive, Apple’s design chief, in bragging about how cool he thought the iWatch was shaping up to be, gleefully said Switzerland is in trouble — though he chose a much bolder term for “trouble” to express how he thought the watchmaking nation might be in a tough predicament when Apple’s watch comes out.

It's hard to read that and not get excited for what Apple has in store for next week. Also, recall that Apple executive Eddy Cue previously stated that Apple's product pipeline this year is the best he's ever seen, a sentiment Tim Cook agreed with not too long ago.

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