JONY IVE TEASES THE iWATCH: Switzerland Is Screwed

Bilton spoke to an Apple designer who works with Ive. According to this secondhand account, Ive has strong feelings that Apple's upcoming wearable device will rival Swiss watch designs.

Here's the nugget from Bilton's column:

You can probably guess what word Ive really used instead of "trouble."

Apple is expected to unveil the next iPhone and the a new wearable at a press event on September 9. We'll have to wait until then to see if the so-called iWatch will become the bane of Switzerland's existence.