The Apple Watch, which was unveiled today in Cupertino, California, has "millions" of different versions, Apple Senior Vice President of Design Jony Ive told ABC News' David Muir in an exclusive interview.
"When you actually do the calculations, it's millions and millions," Ive said. "We've always tried to make products that people don't begrudgingly use but want to use, and I think that the bar for that is very high when it's something that you wear and it's something that you're going to wear all day, every day."
It was Ive's voice that narrated the pre-recorded video demonstration for the smartwatch during today's big unveiling at the Flint Center in Cupertino.
The watches, Ive said, come in three collections and a range of faces, which can differentiate between a touch and a press.
"The way that we treated this from a design point of view was that you had hardware and then software," Ive said. "Our experience as customers, as users, is they're the same. They're one and the same. So in terms of this, we designed the user interface, gave people multiple choices."
The watch is also customizable. Users can choose watch faces that include minute and second hands, digital time and more options for personalization. For people who don't wish to wear a large device, Apple developed a smaller watch, 38 mm in height compared with the 42 mm option, with matching smaller straps.
"We worked extremely hard to make it an object that would, one, be desirable but to be personal because we don't want to wear the same watch," Ive said. "One of the reasons it takes us a long time [is] because, I think, people are very discerned. A lot of people don't wear a watch, at the moment."
ABC News' Alyssa Newcomb contributed to this report
Editor's note: A previous version of this story incorrectly framed the meaning of Jony Ive's quote to say that the Apple Watch went through "millions" of different versions before it was unveiled, when in fact, Ive was saying that the Apple Watch has "millions" of different looks and combinations.