# 2 Jony Ive, Chief Design Officer, Apple
Ive is responsible for the features of the Apple Watch that are now being emulated by many different smartwatch designers. These include the doodle functionality, NFC and Wi-Fi capabilities, all introduced into Android Wear shortly after the Watch’s launch. Similar hardware features, such as the digital crown and haptic feedback, are likely to be integrated in other watches over time.
The hype and sector awareness that the Apple Watch has generated means that Ive’sdesigns will be the benchmark for the category in future. Consumer expectations will now compare features to the Apple Watch, even for non-iOS users. The guidelines for Apple Watch app development imply a very distinct vision from Iveand others about how a smartwatch should be used, more completely than the competition has articulated at present.
