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Apple iWatch: Jony Ive predicts Swiss watchmakers ‘in trouble’

Apple designer Jony Ive has reportedly been telling staff in Cupertino that Swiss watchmakers are set to find themselves in deep trouble once the company’s Apple Watch launches.

In a piece in the New York Times, an anonymous colleague of Ive’s says the man behind the classic designs of the iMac, iPod, iPhone and iPad has been making bold claims about just how top end watch companies will react to the new device.

Ive is reported to have used somewhat colourful terms about just how much trouble he thought Apple’s new rivals would find themselves in.

Apple has been hiring experts from across the watch and wearable industries over the past two years, as it gears up for the launch of the iWatch. Luxury Swiss brand Tag Heuer saw its sales director jump ship to join Apple’s smart watch team, with former Nike staffers also said to be working on the device’s fitness features.

The iWatch is widely expected to make a fleeting appearance at next week’s iPhone launch event. The 9 September gathering, being held at the Flint Centre in Cupertino, will also see the launch of two new iPhone 6 models.

Apple is not expected to put the iWatch on sale until next year. There have been no component leaks, with stories from the supply chain suggesting the company is yet to commence mass production of the smart watch.

Read more: Apple iWatch release date, price, concepts, features and rumours

Via New York Times