“We even developed a new typeface to maximise legibility”
http://www.apple.com/watch/technology/#familiar
(via http://twitter.com/okaytype)

As for the suggestion of machined quality, I think you’re right. Precedent: http://fontsinuse.com/uses/4094/ios-7-camera-app
(via http://twitter.com/typographica)

Perhaps of note, there also seems to be a soft/rounded version of the typeface, used for sport-related user interface.

Now I start to worry that it may look too similar to the notorious Roboto.
Go****n it Apple, I was hoping for a Myriad takeover.

Error!

Erik Spiekermann (cofounder of the FontShop) says that building a custom typeface is much cheaper for Apple than licensing one.

“If you get a complete character set, including Cyrillic and what have you, it’s way, way more expensive to pay licenses. If you’re talking about millions of units at a cent each, that’s a few hundred thousand dollars. You can design a hell of a typeface for that money."

Also there is branding. “That’s been my other criticism about using Helvetica—that’s not their brand,” Spiekermann says. “Anybody can imitate that.” Not so with a custom typeface.

(He also mentions that he was offered a job at Apple this summer but turned it down because he's retired.)

http://qz.com/262845/the-apple-watch-shows-that-jony-ive-is-finally-gett...