Jony Ive was right — Swiss watchmakers are dying

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Do Swiss watchmakers wake up sweating at the sight of the Apple Watch?
Photo: Apple

Jony Ive memorably (allegedly) described Swiss watchmakers as “f**ked” due to the then-impending launch of the launch of the Apple Watch, and one year later — like some kind of creepy, well-dressed soothsayer in an Apple-centric episode of The Twilight Zone — it seems he may have been correct.

Swiss watch exports suffered their biggest decline in six years in October, with sales dropping 12 percent to $2 billion. Jon Cox, an analyst at Kepler Cheuvreux in Zurich, describes 2015 as a year “to forget” for watchmakers.

Unless their name is Apple, of course.

Apple Watch is currently barred from going on sale in Switzerland

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Not yet coming to the home of the watchmakers. Photo: Apple

When the Apple Watch goes on sale April 24, one place it will be conspicuous in its absence is Switzerland: the spiritual home of the wristwatch, which Jony Ive famously (allegedly) said was “f**ked” due to the awesomeness of Apple’s upcoming wearable.

One possible reason? A trademark claim made by a company called Leonard Timepieces for a watch and watch parts carrying the image of an apple and the English word “APPLE.” First filed in 1985 — not too long after Apple originally launched the Mac — the 30-year trademark expires on December 5, 2015.

iTunes In The Cloud Starts European Rollout With Switzerland & Austria

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For Americans, iTunes in the Cloud has freed a lot of us from the tyranny of having to constantly switch movies and music on and off our devices. As long as we purchased a movie or song on iTunes (or, alternatively, subscribe to iTunes Match), we can stream it from the Cloud.

Unfortunately, Apple’s been taking a creeping approach to rolling out iTunes in the Cloud internationally. For at least two European countries, though, rollout has just started: Austria and Switzerland can now stream movies they bought from iTunes from the Cloud.