It’s almost here. Apple’s big day, September 9, 2014, is almost here. The rumor mill keeps on churning. It’s believed a new iPhone and a new iWatch will be revealed. But there seems to be a lot of trash talking already. Well, not a lot. But one phrase from one man is getting lots of attention.
According to Jony Ive, a top level Apple designer, “Switzerland is in trouble.” What does Switzerland have to do with Apple and this big announcement? Apparently, quite a bit. Apple teamed up with Swiss-based Swatch to make their revolutionary wrist device. They’re now fighting each other over trademark issues.? They’re some reports saying Ive used more colorful words, like ‘Switzerland is screwed’. From what I’ve seen, the iWatch is very easy on the eyes, just like most Swiss watches are. But unlike those expensive watches in Zurich and Geneva, Apple watches are expected to have a heavily based physical fitness presence. It’s expected to have a heart rate monitor, blood pressure measuring, calorie counter, hydration levels, and more available health resources through an app called Healthbook. I’m expecting to hear more about that on the 9th. They’ve even hired top medical experts and teamed up with mega corporations like Nike to bring this about.
I don’t whether Ive was calling out Swatch for their differences or challenging the Swiss watch industry altogether. But if I could say one thing to Swatch, it would be to put your pride aside. You’re on the verge on helping do something that’s potentially historic. Other nations have embraced the iWatch trademark. Why can’t Switzerland? Then there’s possible competition with Swiss watch companies. In this case, I really hope Apple is on their A-game. It would really be a shame if Apple hyped this all up and when consumers get the iWatch, it’s a total disaster. What’s the real meaning of the phrase, “Switzerland is in trouble?”