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.

Keyboarding Reinvented Specifically For Your iPad [Deals]

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The Touchfire keyboard has all the functionality of a standard keyboard, but in a paper-thin, transparent rubber that fits directly on your screen. You can still view the entire screen right through the keyboard with the ability to touch and swipe as if nothing was there – and Cult of Mac Deals has it for $42 for a limited time!

The Touchfire is a true Kickstarter success story. The creators Steve Isaac & Brad Melmon jump started the process on Kickstarter and with a goal of $10,000 they ended up blowing it out of the water with raising more than $200,000! Since their campaign ended in 2011 they’ve been in full force delivering one of the most revolutionary iPad products to consumers around the globe.