At the inaugural Conde Nast International Luxury Conference in Florence, Apple designers Jony Ive and Marc Newson spoke with Vogue editor Suzy Menkes about the Apple Watch and the new device’s place in the luxury landscape.

Apple’s design chief said the company isn’t intentionally competing with luxury goods and has been on the same path since its inception, to make technology more approachable. “What I know is that was not our intent at all. Our intent has remained the same and is consistent, which has been to try and take what is remarkable technology, in terms of its capability and its utility, and make it more and more personal. That’s what we’re trying to do.”

Jony Ive And Marc Newson On The Apple Watch And Luxury2

Ive said the company is on “the same path that Apple really determined to be on in the ’70s, which was to try to make technology approachable and relevant and personal.” If users “struggled to use the technology, then we failed,” he said.