Apple reportedly has 100 designers trying to figure out the most profitable and elegant way to colonize your wrist.

The watch project is said to be a personal fetish of Apple’s famed chief designer Jony Ive and will reportedly run a version of the same mobile operating system that powers the iPhone and iPad.

Bloomberg first reported the story, which has since been confirmed by The Verge.

The idea of an Apple watch has captured consumer imagination since the company released a Nano music player small enough to be worn on the wrist. Since then, the Nano has been redesigned and Apple watchers have been more focused on the company’s often-rumored television. But, as Bloomberg points out, the watch business is more profitable than the TV business, and mobile computing is something Apple already does well.

Impatient shoppers with $150 to spend on nerdy wristwear can already buy the Pebble watch, which uses an e-Paper screen and got its start on crowdsourcing site Kickstarter.

— Posted by Peter Z. Scheer.

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