FOR IMMEDIATE RELEASE

Media Contacts
Katie Newett
Lily Sirignano
Sophia Galvanek

CUPERTINO, California (Sep. 9, 2014) – Tim Cook announced the release of Apple’s newest product, the Apple Watch, at the Flint Center in Cupertino on Sunday. He appeared on stage in business casual attire, presenting the innovative product to the audience. The crowd sat silently before Cook revealed the head-turning design, prompting an eruption of applause. Kevin Lynch entered the stage to discuss the watch while proudly displaying it on his wrist, and the crowd roared.

The audience had gathered for the launch of a new iPhone, so when Cook mentioned that there was “one more thing,” the crowd gasped in surprise. He explained that the Apple Watch is a brand-new, redefining device, calling it “the next chapter in Apple’s story.” As the lights dimmed, the screen showcased a close-up of the watch’s mechanical features. 

One of the watch’s main features is its customizability. Interchangeable bands allow the watch to fit any lifestyle and personal style. The launch will include stainless steel bands, leather bands, and more that fasten magnetically. Since this is an everyday product, it must suit both personal aesthetics and functionality, which is why Apple designed a variety of watch faces to match every personality. “The Apple Watch is the most personal device we’ve ever created,” Cook said as he began to describe its long list of features.

With every new Apple device comes a new invention. The Apple Watch introduces the Digital Crown, a small knob on the side that allows users to easily navigate the interface. This feature lets users scroll up and down and zoom in and out on the screen without fingers obstructing their view. Pressing it takes users to their home screen and holding it down activates Siri. This digital technology can be worn daily, combining style with practical functionality.

A video plays featuring Jony Ive, Senior Vice President of Design, narrating the story of the Apple Watch. “We are introducing an unparalleled level of technical innovation combined with a design that connects with the wearer at an intimate level,” Ive explained. The video showcased the watch’s details, apps, and capabilities, emphasizing the convenience it will offer users. “These are subtle ways to communicate that technology often inhibits rather than enables,” he noted.

The Digital Crown isn’t the only new invention, Apple also developed a screen display that senses both touch and force, expanding the watch’s uses. With the watch, users don’t just see the screen, it also vibrates and produces sound. When users connect the watch to an iPhone 5 or newer, their messages, notifications, and more transfer seamlessly between the two devices, allowing for effortless communication from the wrist. 

Kevin Lynch, Vice President of Apple, took the stage for a live demonstration of the watch’s features. Apple created various shortcuts for responding to text messages and communicating with contacts. Users can select from a list of automated responses, voice type, or respond with emojis. Digital Touch enables users to communicate with their contacts through a live interaction system. They can tap on their watch and it will be felt on the receiver’s wrist, or they can draw a picture or send their heart rate. 

When using maps, users can see their current location and receive walking or driving directions. The watch vibrates to signal when it’s time to make a turn, each vibration is different for each direction.

A video played featuring Jay Blahnik, Director of Fitness, Health, and Technologies, discussing the fitness and activity features of the Apple Watch. The fitness app monitors daily activity by tracking pulse, heart rate, and distance traveled. Users can set daily goals and track specific workouts for more accurate data. This feature aims to “help you live a better life,” Cook said, motivating users to be more active.

The Apple Watch comes in two sizes along with two different band sizes. It uses a magnetic charging system that easily connects to the back of the watch, providing long-lasting battery life. The watch will start at $349 and will release three collections for this launch in early 2015. 

The Apple Watch is highly customizable and serves as an innovative communication tool directly from the user’s wrist. With an impressive variety of features, the watch improves daily activities and is created for all lifestyles. “Creating beautiful objects that are as simple and pure as they are functional has always been the goal at Apple,” Cook concluded, unveiling one of the most innovative products ever created.

Tim Cook reveals the look of the Apple Watch to the public for the first time. The new product redefined the watch category and became the most personal device Apple created (Cook).

Tim Cook explains why he believes people will love Apple’s new watch and it’s new features. Cook expressed the functionality of the Apple Watch and how it will change user’s lives for the better.

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