Jony Ive, Apple’s chief designer, has warned Swiss watch-manfucturers that they are ‘in trouble’ thanks to the forthcoming launch of the Cupertino company’s iWatch.
One of Ive’s staff, speaking with the New York Times, said the Brit used even more colourful language about how Swiss watch-makers were going to feel once the much–vaunted smartwatch hits shelves.
Apple has poached a number of staff from watch-making firms to work on the iWatch, including the sales director of top end brand Tag Heuer as well as movers and shakers from Nike's FuelBand team.
Ive’s apparent outburst suggests a sense of growing confidence among Apple staff that its smartwatch can take on an ever-growing number of competitors.
Just yesterday, Samsung showed off its new Gear S device, which includes a SIM slot and can function as a standalone phone.
The iWatch is expected to make an appearance at Apple’s September 9th iPhone 6 launch event.
However, the device is not expected to go on sale until well into 2015, with sources in China disclosing that production is still in its very earliest stages.
New York Times