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Published 16:45 25 Apr 2015 BST
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"When we started on the iPhone, it was because we all couldn't bear our phones. The watch was different," explained Ive, who is famed for designing such iconic products as the iMac, MacBook, iPod and iPhone.
"We all loved our watches but saw that the wrist was a fabulous place for technology, so there were different motivations.
"I don't know how we can compare the old watches we know with the functionality and the capability of the Apple Watch."
These are very referential words from Ive, and the whole interview is an interesting contemplation of function and aesthetic design.
But we're not sure how the Apple Watch isn't in direct competition with the humble wristwatch...unless we wear two - one to tell the time and the other for everything else.
https://www.youtube.com/watch?v=afYnwnCp_D8
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