http://www.theverge.com/2015/4/22/8468893/jony-ive-apple-watch-interview-conde-nast:
“I don’t think you can design in materials without understanding their exact attributes.” Ive said that the reason Apple created its own gold for the Apple Watch Edition is because “we loved how it felt.” He told the conference, “It’s that love of the material that drives so much of what we do.” How many companies would or are able to create their own gold because they love how their gold feels compared to “normal” gold?
Amazing inspiration. Reaching that level of perfection and love for our products is something we strive for every day with our Apple Watch games.