Is Apple watch's typeface an intro to new iOs aesthetics?

Two days ago Apple revealed its new high-end products, iphone 6 and Apple Watch (and not iwatch as expected). The news has been long spread in cyberspace offering a vast variety of options to get informed (yes, we love you twitter!). But let's focus more on the watch. Apart from its look & feel we were mostly interested in the selection of font. Considering Apple's selection for Helvetica Neue for iOS and Myriad for their online presence, we were wondering which typeface would sit on the throne this time? Here are some facts: Helvetica has been proved problematic in small sizes, so Apple was smart enough this time to go for excellent readability. Apple watch features a brand-new typeface that was designed in-house (and this is not for the first time for Apple, rememember Chicago for ipod), whose name however remains unknown (Apple watch sans maybe? If we had to take a guess…). Rumor has it that in the beginning the typeface had a great resemblance to Google's Roboto, and as we see in the picture that’s probably right. It makes total sense since both companies follow the same rules for readability in small sizes.

Up to now we can’t help it but applaud for Apple's move for a custom typeface, which values more visual performance (Helvetica we still love you though, ok?). Let's wait to see if Apple applies it also to other products.

Images via the verge, gizmodo, apple