In a fantastic interview with Apple vice president of technology Kevin Lynch. The article highlights Lynch’s hire at Apple – he came from Adobe after famously fighting Steve Jobs over the lack of Flash support on the iPhone. Apparently he didn’t even know he was going to be working on the Apple Watch when he was hired. But that’s not the only surprising tidbit in the extensive profile of Lynch.

Lynch told Wired why Apple decided to create the Apple Watch, and the reasoning is kind of hilarious. Apparently the Apple Watch team set out to build something that wasn’t as distracting as a cellphone. Something that wouldn’t take you out of the conversation to look at your phone during an intimate dinner.

“We’re so connected, kind of ever-presently, with technology now,” Lynch told Wired. “People are carrying their phones with them and looking at the screen so much. People want that level of engagement. But how do we provide it in a way that’s a little more human, a little more in the moment when you’re with somebody?” The result was a computer on your wrist, the Apple Watch. Then Apple got to work on the software, so that folks can respond to messages and interact with their phones without having to spend too much time away from their real lives.

Whether Apple really believes this is another question entirely. One would assume that, with iPhone sales at all time highs, Apple wouldn’t want to ever suggest that iPhones are too distracting. But it is certainly a compelling marketing message that might just help spur sales of its new wearable come April 24.