Financial Times’ columnist Nick Foulkes had the chance to sit down with Sir Jony Ive just a few days before Monday’s big Spring Forward event, an event presumably designed to pull the curtain back on the missing details of the Apple Watch.

This is a reasonably long piece, so there’s a lot to digest. I found the piece incredibly well written, but with a tone that suggests an outsider’s voice, someone familiar with technology and gadgets, but without that intimate knowledge of Apple’s history. But rather than being off-putting, this gave the article a certain charm. Well worth the read.

Some details:

When asked how many Apple Watches the company will sell, he answers: “I’m much more concerned about how we can make them as good as possible than how many we’ll sell. We’re brutally self-critical and go through countless iterations of each product.”

And:

When the issue of the frequent need to recharge the iPhone is raised, he answers that it’s because it’s so light and thin that we use it so much and therefore deplete the battery. With a bigger battery it would be heavier, more cumbersome, less “compelling”.

And:

“One of the things that struck me,” says Ive, “was how often I’d look at my watch and have to look again quite soon afterwards, because I hadn’t actually comprehended what the time was. If I had looked at something on my phone, because of the investment involved in taking it out of my pocket or my bag, I would certainly pay attention. I quite like this sense of almost being careless and just glancing. I think for certain things the wrist is the perfect place for this technology.”

One final nugget, a mention (turns out this estimate was mistaken, as confirmed by 9to5mac’s Ben Lovejoy) of the pricing:

He runs through the three ranges of Apple Watch with their different materials – the stainless-steel Apple Watch, the anodised-aluminium Apple Watch Sport (both from $349) and the Apple Watch Edition in 18ct yellow or rose gold (with an as yet unconfirmed price of around $4,500) – and almost infinite combinations of colours and aesthetics.

About two weeks ago, I did my own little pricing exercise and came up with a range of $3,400 to $6,800 for the high end model. Even if the $4,500 price for the high end model is wrong, it does fit squarely in that range. Hopefully, we’ll hear more about this on Monday.