Apple says it decided to make smart watches because people are too obsessed with their phones

Apple watch event ScreenshotKevin Lynch demoing the Apple Watch

The design team at Apple began working on the Apple Watch before the company really knew why it wanted to make a watch in the first place, David Pierce reports in his big story about the Apple Watch for Wired.

But, as Apple’s chief designer Jony Ive began digging into horology — the study of clock making and measuring time — the reason became clear. The main reason Apple decided to create the Apple Watch is because we’re too attached to our smartphones.

“We’re so connected, kind of ever-presently, with technology now,” Kevin Lynch, Apple’s vice president of technology, told Wired. “People are carrying their phones with them and looking at the screen so much…People want that level of engagement. But how do we provide it in a way that’s a little more human, a little more in the moment when you’re with somebody?”

The idea was to create a device that you couldn’t use for hours at a time the same way you could an iPhone — a device that filters out all the irrelevant information and only feeds you what’s important, as Pierce explains.

The Apple Watch is available in three different models: Sport, Watch, and Edition, and it goes on sale starting April 24. Preorders are set to roll out on April 10, and Apple is said to be in the process of preparing its retail stores and training employees to offer fashion advice about which type of watch best suits the customer.

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