1. Etre arrivé à générer au préalable des contre-propositions des concurrents (Samsung, LG) avant même d'avoir révélé développer ni même montré sa propre montre, c'est très fort.
2. Vit-on jamais en aucun temps, en aucun pays plus magnifique explosion de moyens pour expliquer et montrer un produit ?
Je ne crois pas.
Il ne faut pas rester sur le petit film de la keynote (OK… "Le" keynote). Il faut regarder les dix minutes de démo avec en voix off Jony Ive qui déclame une sorte de mode d'emploi – manifeste de l'Apple Watch.
Dans vingt ans, je parie que cette vidéo sera montrée à Venise dans un musée de François Pinault.
La rédaction. Rôôôôôôô. Le montage ! Le montage ! La musique…
Et la douce voix de notre bon Jony qui susurre des phrases comme :
- The simple leather classic buckle references traditional watch vocabulary.
"Traditional watch vocabulary"… J'imagine les interminables discussions sur le projet devant un verre de Dalla Valle 2002 avec Angela Ahrendts dans son manoir avec vue sur Alcatraz. Oui, la maison de Jony Ive donne sur Alcatraz. Ah ben ça alors.
- We have worked closely with horological experts from around the world to help us understand the cultural and historical significance of time-keeping. And this has profoundly informed our design.
J'imagine les "horological experts", enlevés dans leurs ateliers suisses, la tête recouverte d'un sac en feutrine noire, emmenés dans un avion privé pour Cupertino où l'on les interroge sur la "cultural and historical significance of time-keeping" avant de les faire hypnotiser par un mentalist afin de tout oublier et de de les réexpédier à Schaffhausen par le même Falcon 7X.
3. C'est l'éloge de la servitude volontaire. La tyrannie des objets.
Lafontaine vivrait encore, il réécrirait le Loup et le chien version celui qui a une montre Apple et celui qui n'en veut pas. Et Guy Debord se resservirait un demi devant un tel désespoir.
4. Le produit sert-il à quelque-chose ?
Non. Et oui.
En fait la question n'est pas là. Je crois qu'on rira dans quelques années quand la V4 ou V5 de l'Apple Watch sera sortie.
Celle-ci est grosse, épaisse, pas très belle, pas étanche, avec une autonomie ridicule, inutile sans son iPhone à proximité.
Mais le "quantified self", l'hyperconnexion, l'autonomisation vis à vis du device référent qu'est le mobile à l'heure actuelle, ça va nous tomber dessus aussi sûrement que… la pomme de Newton.
C'est un changement de plateforme. De paradigme. On se trouvera ridicule d'avoir trimballé pendant des années ces téléphones mobiles dans nos poches.
Ça va prendre du temps. Ce sera la réussite d'Apple ou d'autres. Ou de plusieurs et après des débuts difficiles, mais c'est sûr qu'on y va.
Le paradoxe est d'ailleurs que la jeune génération ne porte plus de montres.
5. L'Apple Watch va-t-elle tuer l'industrie horlogère suisse ?
Je ne sais pas et je m'en fous un peu.
Le texte complet est là :
You know it's driving Apple, from the beginning.
This, compulsion, to take incredibly powerful technology, and make it accessible, relevant, and, ultimately personal.
We’ve designed, a range of products so personal, you don’t put them on your desk or in your pocket—you wear them, on your wrist.
We conceived, designed and developed Apple Watch, as a completely singular product. You know you can’t determine a boundary, between the physical object and the software.
We’re introducing, an unparalleled level of technical innovation, combined, with a design, that connects with the wearer, at an intimate level to both - embrace individuality - and inspire desire.
The watch senses, that you’re raising your wrist, and then activates the display.
You see, an organization of apps, that while new, is somehow familiar.
Navigation, is fluid, and vital.
Magnifying content, on a small display, is fundamentally important.
So we’ve developed, a whole new interface - specific to the challenges associated, with a product this small.
The digital crown, is a remarkable input device. It fluidly zooms into apps.
It enables, nimble, precise adjustment. And critically, you can use it, without obstructing the display.
It’s also the home button.
Apps are designed, for light-weight interaction.
Smart replies and dictation, let you respond quickly to messages.
Glances, let you swipe through information efficiently.
And pressing the button below the digital crown, instantly shows you friends, you can contact in just seconds.
And with digital touch - we’ve developed an entirely new way, for you to connect intimately with others. You can get someone’s attention, with a gentle tap.
Or you can send huh quick sketch. Or you can even share - something as personal as your own heartbeat.
These are… subtle ways to communicate, that technology, often inhibits, rather than enables.
These apps, all take advantage, of the flexible retina display.
It’s been laminated to a machined and polished, single crystal of sapphire. That’s the second hardest transparent material, after diamond.
In addition to the digital crown, we’ve had to invent other input technologies designed specifically, for a product this small.
So as well as sensing touch, the display also senses force —quite literally - adding a new dimension to the user interface.
Tiny electrodes, around the display, recognize the difference between a tap - and a press.
This provides, instant access to a whole range of contextually specific controls.
For the first time, and - with great intention, we’ve designed, not only what you see, but also what you hear and feel.
We’ve developed, a linear actuator, to provide “taptic” feedback, to complement your interactions. This “taptic engine”, combined with the audio feedback from our water-resistant speaker, creates a discreet and nuanced experienced.
At the heart of the watch, is a custom-designed chip, that integrates many subsystems into one remarkably compact module. Which is then completely encapsulated, to protect the electronics. It’s essentially, miniaturizing a entire computer system onto a single chip.
The zirconia back, has four, sapphire lenses. Infrared and visible light LEDs, along with photo sensors, detect your pulse rate.
Using its gyroscope and accelerometer and the GPS and Wifi from your iPhone, the Watch provides a comprehensive picture, of your daily activity.
This allows it, to establish and suggests goals. And reward fitness milestones.
The back crystal, also houses a unique charging solution that combines our MagSafe technology with inductive charging. Completely sealed, it requires no alignment or exposed contacts.
Apple Watch is, incredibly accurate. It uses, multiple technologies, keeping time to plus or minus 50 milli-seconds.
We have worked closely, with horological experts, from - around the world, to help us understand, the cultural and historical significance of time-keeping. And this has profoundly informed our design.
We know, that wearing something all day, every day, becomes, as much about personal preference and self-expression as functionality.
So we’ve designed a range of watch faces.
You can personalize, both their appearance, and their capability.
Personalization, extends way beyond the interface.
We have designed, six different straps, and a mechanism, that makes the straps easily interchangeable - with a refinement and precision that’s born of functionality.
The sport band, in a range of bold colors, is made from a tough, durable, sweat-and chemical resistant high-performance elastima.
The leather loop, comes in a soft, quilted leather, that conceals magnets for fastening and adjustment. We’ve used traditional leather, but in a new sports context that’s, designed for optimum comfort.
The supple, hand-crafted leather modern buckle, closes, with a solid metal clasp, that wraps symmetrically around the wrist.
The simple leather classic buckle, references traditional watch vocabulary.
And the stainless steel link bracelet, has a slim - deployment clasp, that is contained within a 2.6 mm band.
The Milanese loop, is crafted, from a fluid, flexible, stainless-steel mesh, with a magnetic closure, that has an elegant simplicity and is infinitely adjustable.
And of course, we knew, one size wouldn’t fit everyone, so we’ve also developed a smaller watch with matching smaller straps.
From different cases and straps, we’ve actually created three distinct collections.
The first, Apple Watch, features a polished case made from a custom alloy, of stainless steel.
The sport collection has an ion-exchanged cover glass, and a anodized aluminum case, that is 60 percent stronger, than standard alloys, and yet it’s incredibly light and durable.
Apple Watch Edition, is made from 18-karat gold, that our metallurgists have developed to be up to twice as hard as standard gold.
Creating, beautiful objects, that are, as simple, and pure, as they are functional—well, that’s always been our goal at Apple. We designed Apple Watch as a whole range of products, enabling millions of unique designs. Unparalleled personalization both in appearance and capability.
I think now, we’re now at a compelling beginning. Actually designing technology, to be worn—to be truly personal.
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