Ive was "dispirited" by Tim Cook who "showed little interest in the product development process," according to sources speaking to the WSJ. Ive grew increasingly frustrated as Apple's board was populated by directors with backgrounds unrelated to the company's core business. Ive disagreed with "some Apple leaders" on how to position the Apple Watch. Ive pushed for the Apple Watch to be sold as a fashion accessory, not as an extension of the iPhone. The product that went on sale was a compromise. Apple only sold a quarter of what the company forecasted in the first year, according to the WSJ, with "thousands" of the $17,000 gold Apple Watch Edition left unsold.