Ive is uncomfortable knowing that a hundred thousand Apple employees rely on his decision-making-his taste-and that a sudden announcement of his retirement would ambush Apple shareholders.
The Apple Watch-the first Apple device with a design history older than its founder, or its designer-was conceived "Close to Steve's death," Ive said.
John Gruber, an influential Apple blogger, has written that the prices may be "Shockingly high ... from the perspective of the tech industry," but perhaps "Disruptively low from the perspective of the traditional watch and jewelry world." Sebastian Vivas, the director of a watch museum maintained by Audemars Piguet, the Swiss manufacturer, recently described his industry as unperturbed by Apple's plans: "We're not afraid; we're just a little bit smiling." It would be a greater threat, he told me, if men widely accepted that they could wear gemstones without a time-keeping pretext.
Ive has begun to work with Ahrendts, Apple's senior vice-president of retail, on a redesign-as yet unannounced-of the Apple Stores.