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Time is money for Apple's borrowed clock

12 Nov 2012


Swiss Railway Clock

Sneak has never been one for forking out on time pieces – having stumped up £4 for a Casio digital watch in 1987, there seems to be little point in extending the largess any further. But not everyone is so frugal when it comes to time keeping.

Take Apple. The paragon of modern technology design chic paid $21m to license the clock design seen in its latest mobile operating system, iOS 6, according to Tages Anzeiger.

The clock design is indeed a magnificent example of the designer's art. But in this case it belongs to the Swiss Federal Railway, rather than Apple, and can be seen on station platforms up and down the country. Sadly for Apple, the design is jealously guarded by the Swiss train firm and their officials were quick to notice when it started popping up on their iPhones.

As lovely as the design is, however, Sneak can't help but wondering if for Apple, which admittedly has more money than most, $21m represents good value for money. Whatever its design guru, Sir Jony Ives is paid (and it's probably a lot), surely he could have spared a few minutes to come up with an original clock face design, without it costing the firm quite so much? 


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