John Gruber's thoughts on Apple Watch

[Julien]

We have this image here:

http://rack.3.mshcdn.com/media/Zgky...iCTEyMDB4OTYwMD4/3532b3b7/c2f/chipi07asdf.jpg

Look close.

In reality, it may well be a black inner frame plastic/aluminium? holding it all together.
The actual "case" looks like it could very well be, a thin eggshell around the inner body

So, yes, the term "Case" may not be what you really think the word case is.

It's a thin shell of a finish, wrapped around the internal skeleton of the device, the skeleton is what the parts are fixed into.

The "Case" is a thin case around it all, for a "finish"
Think of your holiday SuitCASE

So, yes, the "case" may itself be solid gold, but don't think the case means the whole internal structural framework/skeleton also.

Think "suitCASE"

Remember....

THIS: http://dailyiphoneblog.com/wp-content/uploads/2010/09/iphone-4-zero-5-thin-case-09.jpg

Is a "CASE"

A super thin shell "Encasing" the device

I'm sure many many are totally misunderstanding the definition of the word "case" here

Good find and that IS the case. It's not a thin shell and looks to be a substantial thickness (probably about 2mm). Just by the pic and assuming the back is the same thickness it looks to be in the 10 to 20 gram range. Lets say it weighs ½ ounce (15.55 grams). Back of the envelope calculations.

15.55 x .75 = 11.66 grams of gold

Gold $1216 / 31.1 = $39.10 per gram

11.66 x 39.10 = $455.91 'scrap' Gold value

 

[Piggie]

Thanks for your thoughts and reply.

I would question your conclusion on that photo.

I'm totally guessing, but I would think that rear image is showing the outer metal case rolled around the internal framework.

A very basic photo, but this general concept:
http://www.bspokedesign.co.uk/images/riverted_construction.jpg

This would be done for neatness, to finish it off nice, you would not have a raw end, the case could be wrapped around (or milled out) to give this wrapping finish.

I'm not saying it IS, but it could be.

All 3 watches could have the same internals, same black aluminium skeleton/frame that's holding it all together, and then a very thin (for lightness) shell/case that's wrapped around the device to make it look nice without adding any real weight as weight is a BIG issue, so you'd want any outer shell to look at nice as possible and as thin as possible. Supported by the inner skeleton/frame.

I may be wrong, but to me this all sounds logical, sensible and a valid construction technique.

 

[Rogifan]

All 3 watches could have the same internals, same black aluminium skeleton/frame that's holding it all together, and then a very thin (for lightness) shell/case that's wrapped around the device to make it look nice without adding any real weight as weight is a BIG issue, so you'd want any outer shell to look at nice as possible and as thin as possible. Supported by the inner skeleton/frame.

I may be wrong, but to me this all sounds logical, sensible and a valid construction technique.

John Gruber and Jason Snell (who both saw and tried on the watch in person) say it's heavy and heavier than the stainless steel version (and the stainless steel version is heavier than the aluminum one). If it's just a thin shell wrapped around the same aluminum frame would the stainless steel and gold watches really be that much heavier than the aluminum one? And IF Apple is doing what you suggest then the way they're presenting them on their website is very misleading and false advertising. Apple is showing them off as solid stainless steel and 18-karat gold.

http://daringfireball.net/2014/09/apple_watch

The Apple Watch Edition is solid 18-karat gold, not gold-plated. I confirmed this with Apple last week. You can feel it when you try one on: the stainless steel watch is noticeably heavier than the aluminum Sport one, and the gold Edition models are noticeably heavier than the stainless ones.

http://sixcolors.com/2014/09/the-luxury-of-the-apple-watch-edition/

Last week I got to hold the Apple Watch Edition—that’s the 18-karat gold model. As you might expect from anything made of gold, it’s heavy. (In contrast to the Apple Watch Sport, which is made out of aluminum and glass in order to be as light as possible.)

Here’s one sign just how luxe the Apple Watch Edition will be: When I was in Cupertino I got to handle the box that it will come in. Yes, there’s a special box. It’s covered in leather. Inside is a magnetic charging cradle, and on the back of the box base is a slot into which you plug a Lightning connector. That’s right: The Apple Watch Edition is so fancy that the box is its own accessory.

 

[Julien]

Thanks for your thoughts and reply.

I would question your conclusion on that photo.

I'm totally guessing, but I would think that rear image is showing the outer metal case rolled around the internal framework.

A very basic photo, but this general concept:
http://www.bspokedesign.co.uk/images/riverted_construction.jpg

This would be done for neatness, to finish it off nice, you would not have a raw end, the case could be wrapped around (or milled out) to give this wrapping finish.

I'm not saying it IS, but it could be.

All 3 watches could have the same internals, same black aluminium skeleton/frame that's holding it all together, and then a very thin (for lightness) shell/case that's wrapped around the device to make it look nice without adding any real weight as weight is a BIG issue, so you'd want any outer shell to look at nice as possible and as thin as possible. Supported by the inner skeleton/frame.

I may be wrong, but to me this all sounds logical, sensible and a valid construction technique.

All gold watch cases I remember seeing were the same thickness on the back.

Ultimately the external case must be the supporting structure.

Gold (18K more so than 14K) is soft and malleable. If too thin on the back it would flex (ever so slightly) under presser from the HR sensors giving it a cheep fell (not very Apple like). Also the back actually only makes up a small percentage because of the HR sensors and even if thin would only save a couple of grams.

 

[Piggie]

Thank you for those links.

It's a tough call.
Humans are funny animals mostly

I'm sure I could give most people an aluminium thing and say it's light, and they'd say, hmmm, yes it is light.

I could then take it away from them and say here is a gold one, it's a bit heavier, and a large majority would see the gold and say oh yes, it is a bit heavier, yes, I can feel it

I'm not saying that's the case here of course, but it's what humans do, VERY influenced by the look and what they are told. (wine tasting anyone!)

I will stand by three things:

1: I am very interested to see how Apple plays this.
2: It does not HAVE to be as expensive as some are thinking
3: I would imagine weight was a BIG issue in the design of the watch and they would not deliberately make any part of it heavier than they really needed to make it a quality product.

And as always, I'm always MORE THAN HAPPY to be proved wrong

 

[SHNXX]

It does seem plausible that the amount of gold used on the case is small enough so that the "edition" watch is actually only about $2000.

Less than $2000 seems unlikely but whatever the case, it's going to cause an uproar among many (it's too expensive. why can't I afford this, etc)

 

[KPOM]

To me it comes down to this. I like rose gold. It looks good with my complexion. But my choices are a watch with a cheap looking plastic sport band or an exquisite, but more feminine rose gray leather. I think Appke should offer more choices of bands. They offer a modern buckle in blue, but with stainless steel trim that won't match rose gold. For $5K they probably need more customization. And some assurance that they won't be releasing radically improved models 6 months or even a year later. The Watch may well receive only minor updates focused on battery life.

 

[Piggie]

It does seem plausible that the amount of gold used on the case is small enough so that the "edition" watch is actually only about $2000.

Less than $2000 seems unlikely but whatever the case, it's going to cause an uproar among many (it's too expensive. why can't I afford this, etc)

Well, there is absolutely zero reason why they can't offer a gold plated version that looked exactly the same.

Apple probably won't

But then there will probably be no reason why you cannot have some other company plate them possibly.

 

[mtmac]

Post 101, top of page 5 is right. look how the light reflects off the metal vs the plastic insert. I think the guts will be replaceable by pulling the crown and swapping the smart watch component. The screws at the top look like dedicated hardware to attach. It may also explain how different color crowns are possible on the Edition.

Apple said they did develop a way to make the 18k gold considerably stronger, so it's likely they can get away with a thinner case. It will be more than just a thin skirting, which Apple would take flack for calling it a case, plus to give it a leather box on a superficial gold dentable skirt would be tacky. However, it's thick enough to make a noticeable weight difference, and tough enough with the stronger 18k. The aluminum ones probably will just be glued in, but both the gold and SS versions likely will be upgradeable. The sapphire glass will withstand many more years than the glass in the aluminum model. The cost to upgrade may cost the same as new Sport models. The extra labor would make up for the savings in materials.

So I think they will be both able to charge a lot, yet not look as elitist as it's something they easily could support for multiple generations to come. Lots of people would be interested in an expensive but upgradeable gold smart watch they could conceivably support for many years to come. Even a higher priced SS version is doable if people know they can upgrade it. It's the first idea that makes sense with the materials used and the pricing structure to reflect it.

I would expect the bands to have optional gold hardware for the edition models. Just because they showed a lot of bands doesn't mean it's the only ones they plan on releasing. There's six months left for them to finish off the line. Some may require more tooling and were not ready to showcase at the event.

Wow. A rumor thread that actually may have revealed something.

 

[mtmac]

I also wouldn't be surprised if the SS bracelet and milanese band is also available in gold. Hodinkee detailed how well he thought the watch was designed. This alone could be the hook to get people interested in a smart watch. If it it looked at as a high-designed, lasting quality timepiece vs a disposable toy, that alone will make people feel differently about the watch. Not only will apple be the technological innovation leader with this watch, they will also create a lasting upgradeable item of jewelry for the wrist, which is the single largest hurdle getting people to adopt them.

The aluminum and glass will dent and scratch, but still look acceptable throughout it's shorter useful life. The harder SS and stronger 18k along with the sapphire glass will stand the test of time and many upgrades.

People won't scoff at people wearing a disposable 18k gold watch, knowing that the platform is upgradeable. It allows them to charge a much higher price without the wearer feeling either pretentious or foolish with their money. It is a very "Apple" sophisticated approach to watches. This is the only idea that makes any sense.

 

[mtmac]

Potentially, upgraded generations could recess the sensors into the case, so even an upgraded watch could become thinner.

I'm really starting to dig this watch. It has transcended from being just a disposable toy.

 

[snowboardfoo]

dam the gold does sounds pretty boss though huh

 

[macenied]

Look at the Stainles Steel & the Edition picture - it says Ceramic Back on both versions.

 

[Julien]

Look at the Stainles Steel & the Edition picture - it says Ceramic Back on both versions.

Not sure what the relevance of your post is about unless you are not understanding what the ceramic is but....

Irony: The Sport will have a 'composite' back, which probably just means no ceramic coating over the sensors. However the Sport will be used in more strenuous and extreme athletic activities with lots more wear and tear with rubbing. It would seem the Sport would benefit for more by the Ceramic sensor cover. The Edition/Watch will be more in dress/luxury use.

 

[macenied]

I personally appreciate that the AW Edition will ( may ) not be super-expensive. Ceramic can be coated with gold, I expect with steel as well. In case of gold, it keeps the material costs down. This way many people can enjoy the nice design of the Edition.

Just nothing for me, I never had a golden watch or ring or something like this. But that's my personal preference.

 

[Julien]

I personally appreciate that the AW Edition will ( may ) not be super-expensive. Ceramic can be coated with gold, I expect with steel as well. In case of gold, it keeps the material costs down. This way many people can enjoy the nice design of the Edition.

Just nothing for me, I never had a golden watch or ring or something like this. But that's my personal preference.

Reread my previous post. The ceramic is a coating over the HR sensors (black round disk) to protect them.

 

[macenied]

Thank you, I missed it. You did see the AW Edition in Person ?

 

[kerosene]

Upgrade options are an interesting idea but this implies Apple is limiting itself on the evolution of the form.

Hard to imagine, an exchange program sounds more likely.

 

[Julien]

Thank you, I missed it. You did see the AW Edition in Person ?

No.

----------

Upgrade options are an interesting idea but this implies Apple is limiting itself on the evolution of the form.

Hard to imagine, an exchange program sounds more likely.

Theory: Apple may do an aWatch S next year with a S2 and the same form factor. You would be able to upgrade your Edition to the S2.

The following year we get an aWatch 2 with a different form factor followed by an aWatch 2S.

 

[Piggie]

Still wondering about this....

The front is all screen, pretty much.
The back is mostly sensor, and it COULD perhaps be a clear ceramic back with a gold coating on the inside.
The case could still just be a thin shell around the outside. Not the front, not really the back.

I still feel people are misunderstanding the term "case" and looking at a normal mechanical watches case that supports everything, and has lugs made from gold to hold the strap and making the wrong assumptions.

Still feel what Apple call the case is not what the majority are picturing a watch case to be.

 

[SHNXX]

Still wondering about this....

The front is all screen, pretty much.
The back is mostly sensor, and it COULD perhaps be a clear ceramic back with a gold coating on the inside.
The case could still just be a thin shell around the outside. Not the front, not really the back.

I still feel people are misunderstanding the term "case" and looking at a normal mechanical watches case that supports everything, and has lugs made from gold to hold the strap and making the wrong assumptions.

Still feel what Apple call the case is not what the majority are picturing a watch case to be.

yes.

this is probably why the apple watch edition will cost much less than what a bargain 18k case watch might cost (around 5-6k).
instead, apple should be able to release this watch for about half or even less.

 

[Rogifan]

Still wondering about this....

The front is all screen, pretty much.
The back is mostly sensor, and it COULD perhaps be a clear ceramic back with a gold coating on the inside.
The case could still just be a thin shell around the outside. Not the front, not really the back.

I still feel people are misunderstanding the term "case" and looking at a normal mechanical watches case that supports everything, and has lugs made from gold to hold the strap and making the wrong assumptions.

Still feel what Apple call the case is not what the majority are picturing a watch case to be.

None of us know so this speculation is kind of pointless. All we know is those who tried on the Edition watch say it's the heaviest of the three.

 

[macenied]

probably the AW case

 

[SHNXX]

probably the AW case

that's definitely pretty thin.

 

[Abstract]

I know nothing about fine timepieces, but this swiss reviewer does, and he likes them.

http://www.hodinkee.com/blog/hodinkee-apple-watch-review

This is a big deal. Hodinkee really knows his watch hardware, so if he's praising it, then Apple did something really special.