During the Spring forward event, Apple showed three videos narrated by Jony Ive that highlighted the material and manufacturing processes behind the aluminum, stainless steel, and gold Apple Watch. Greg Koenig, co-founder of Luma Labs, studied the videos and, based on his industry experience, tried to describe just what exactly it is Apple's doing to make their new watch in a highly detailed, step by step way. From Atomic Delights:

Jonny Ive often speaks of care. It is an odd word to use as it doesn't imply the traditional notion of "craftsmanship" in the classic, handmade sense. Nor does it imply quality or precision in the way a Japanese car manufacturer or German machine tool maker would. "Care" implies a respect for the raw materials and end result, with little concern about what it takes to link those two ends of the production chain together, and we see that highlighted with the Watch. Apple could very easily have forgone forging to create stainless steel cases, just like everyone else. Hardening gold alloy with cold working could have been eliminated, putting them on par with the rest of the industry. Nobody will see or feel the inside pocket for the microphone on the Sport, yet it has been laser finished to perfection.

I see these videos and I see a process that could only have been created by a team looking to execute on a level far beyond what was necessary or what will be noticed. This isn't a supply chain, it is a ritual Apple is performing to bring themselves up to the standards necessary to compete against companies with centuries of experience.

Don't cheat yourself, read the whole thing.

Apple Watch