FOR IMMEDIATE RELEASE

Media Contacts
Sofie Yurewicz
Katie Stein
Alison Brown

CUPERTINO, California (Sept. 9, 2014) — On Tuesday, September 9th, Apple CEO Tim Cook announced the release of the brand new Apple Watch. The product is the first of its kind and will be available to users later this year. Tim Cook’s introduction of the new product left the audience speechless as they gave him a standing ovation.

Cook was thrilled to share the innovative watch in front of hundreds of Apple users- he could barely hold in his enthusiasm considering his proud laugh and fist pumps. Apple’s new development is very customizable to the user, allowing them to track workouts, quickly communicate from the device, and use third-party apps with their innovative features. The three versions of the watch will allow the customer to choose the perfect fit for them. 

 One of the most prominent facets of the new product is the fitness and workout component. These two features help watch wearers track their workouts in addition to customizing specific personalized goals.  The watch contains sensors that are activated with the movement of the user’s wrist.

During the Apple Watch introduction, a video was shown featuring Jay Blahnik in which he said, “It can track a wider variety of activities because it’s able to collect more types of data. It uses an accelerometer to measure your total body movement. It has a custom sensor that can measure intensity by tracking your heart rate, and it uses the GPS and WiFi in your iPhone to track how far you’ve moved.”  In addition, the watch can measure total burned calories, how long users have stood up, and all physical activity users have completed.  Blahnik then said, “Over time, Apple Watch actually gets to know you the way a good personal trainer would. It’s designed to deliver intelligent reminders to keep you motivated and on track. And it can suggest goals that are personal, realistic, and most importantly, achievable, which gives you a far better chance of succeeding.”  The Apple Watch is both intimate and unique allowing users to use new, innovative software that promotes fitness and a healthy lifestyle like never before.  The watch has several unprecedented features that can benefit watch users day to day life as well as having impressive accuracy and efficient communication.

The watch has multiple attributes that give users the ability to contact others in countless ways in a matter of seconds.  “You can get someone’s attention with a gentle tap.” Tim Cook said, “You can send a quick sketch, or you can even share something as personal as your own heartbeat.”  The Apple Watch is helpful for fast and efficient communication as well as quick interactions on apps.

The watch also notifies users when they receive a notification by making a small vibration that they can feel on their wrist.   The watch contains extra functions that make the device easy to use and navigate considering its small size.  With a multi-purpose crown for zooming and scrolling, a taptic engine with audio and speakers, and infrared LEDs that work alongside the digital crown and engine, the watch can be reactive and responsive for direct and precise transmission.  With these features, watch wearers can call contacts from their watch, send messages, and share emojis and expressions with friends right from their wrist.  The product is unique with ingenious capabilities. “It is so simple and elegant. It’s something only Apple could do.” said Cook.  Users are able to improve their lifestyle and benefit from the watch using methods never seen before.

Lastly, the watch can directly work with third-party apps to enhance the product’s features for users.  With the invention of Watchkit, third-party developers can create additional ways in which users can profit from the product.  During the demonstration of the Apple Watch, examples of third parties that have already worked to develop new features for the watch were shared.  Throughout the demonstration, Kevin Lynch previewed an instance with the GPS app and said “Now, while you’re walking, Apple Watch will give you taptic feedback on each turn. So you’ll know whether it’s time to turn left or to turn right. And those feelings are different for each direction. So you can actually know without even looking at your watch, which way to go. It’s like having this invisible guide with you.”  Lynch further discussed additional apps that were in the process of formatting watch-specific components which include American Airlines, Starwood Hotels, City Mapper, Pinterest, BMW, MLB, Honeywell, Lutron, Nike, and more.  These current brands along with the potential, other developers have to create features using Watchkit, will change the way consumers live.

The customizable and intimate watch is offered in three different styles including the traditional Apple Watch made from stainless steel, the Apple Watch Sport with an aluminum case, and lastly, the Apple Watch Edition made from 18-carat gold.  The three watch designs all can be personalized to best fit the user and their preferences.  The watch is offered with various watch bands that can each be used for different activities, purposes, and styles.  The watch can be purchased starting at only $349 and will be on the market within a year.

Tim Cook describes the functional purpose of the digital crown on the device and how it is there so you can scroll and get to thing son the product without blocking the small screen.

Kevin Lynch  demonstrates how to use the product while also showing its incredible features- customizable reminders, the stock market, music, weather, etc. 

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