Apple's Ive Talks 'Humbling' Apple Watch Design Process

After revolutionizing the smartphone space with its iPhone, and the tablet space with the iPad, Apple is hoping to have similar success in the wearable computing market with its new smartwatch.

And perhaps there's nobody more confident that the Cupertino tech giant can do it than Apple Chief Designer Jony Ive. During an event at the San Francisco Museum of Modern Art Thursday night, Ive said he believes, unequivocally, that the watch will help "establish a new category of computing device," according to a report from The Wall Street Journal.

Unveiled in September alongside the iPhone 6 , the Apple Watch was designed to make "powerful technology more accessible." You'll be able to do things like ask Siri questions, quickly view notifications, and get turn-by-turn directions right from your wrist. Just don't expect to read a novel on the thing.

Ive said that the watch is best suited for "lightweight interactions" and "casual glancing," the Journal reported.

"Even though Apple Watch does so many things, there are cultural, historical implications and expectations," Ive said. "That's why it's been such a difficult and humbling program."

The Apple Watch will start at $349 when it goes on sale in early 2015. You can choose from three versions, which have different bands: Apple Watch, Apple Watch Sport, and Apple Watch Edition.

As for price, the sky's the limit when it comes to the Apple Watch "Edition" version of the device—an 18-karat iteration of the Apple Watch, designed for those who need a bit more style with their sensors. Apple itself hasn't disclosed pricing for the flashy Edition model, but estimates range from $1,000 to $5,000.

As for why the company made three different models, Ive said it's all about giving users lots of options.

"As soon as something is worn, we have expectations of choice," Ive said, adding that the only place people wear the same thing is prison.

For more, check out our Hands On With the Apple Watch and the slideshow above.