The Apple Watch launch is fraught with expectation and desire in a way no other new product from the company ever has been before.
All images: Apple
There's a fascinating moment in the New Yorker's recent profile of Jonathan Ive. On the cusp of the Apple Watch announcement, he describes the odd sensation of the before and after moment, when everything changes:
He spoke of soon arriving at “this rarest of times—when we're done, and we get to talk about it.” He added, “It's pretty strange. Where we're standing, right now, we haven't talked about it, and we can stand here in a couple of hours, and millions and millions of people will know.” He went on, “You go from something that you feel very protective of, and you feel great ownership of, and suddenly it's not yours anymore, and it's everybody else's. And it's a very—I think the word 'traumatic' is probably overstated, but it's a really significant point in time.” He smiled. “These are very poignant points in time. It's so digital. It's so binary.”
Via newyorker.com
This in-between moment is the moment we are all living in now. The Apple Watch was announced, but none of us (outside of Apple at least) has experienced it. Right now, we are all in Jony Ive's waiting room. This is something unique. Maybe even something to savor: the world as it is, not as it will be.
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