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Media Contacts 
Alex Drago (writer)
Aisling Zarate (photographer)
Isabella Trine (editor)

CUPERTINO, California (Sept. 9, 2014) –  On Tuesday, Tim Cook, CEO of Apple, unveiled the newest addition to the Apple family, the Apple Watch. This smart-watch allows you to use many of the iPhone features from the convenience of your wrist.

Towards the end of the event, just when the unknowing audience thought it was over, Cook surprised his audience when he presented Apple’s new product, the Apple Watch. “But we’re not quite finished yet. We have one more thing,” Cook said. The audience cheered loudly, unaware that there was going to be more. Cook expressed how this new tech watch has been in the works for a very long time and that this product would redefine what people expect from technology. As Cook walked off the stage, the lights went dim, and the big screen revealed the innovative smartwatch.

Beaming with pride, Cook came back out on stage and displayed the Apple Watch on his wrist. This high-tech product is incredibly customizable and personal. “You can find one that reflects your personal style and taste. Because you wear it, we invented new, intimate ways to connect and communicate directly from your wrist,” Cook said. Some of its features include a health and fitness companion, being able to receive phone calls, and answer emails. 

While the Apple Watch is similar to the iPhone, it is also diverse in that Apple placed extra functionality on the watch, such as the dial on the top right side of the watch, known as the digital crown, and translates motor movement into data. This is used in place of ‘pinching and zooming’ on an iPhone. The digital crown allows users to scroll on text messages and other apps, and return to the home screen by pressing on it. The crowd cheered loudly as they found this feature fascinating. In order to have an Apple Watch, you need to have it connected to an iPhone, and the watch includes a feature where users can see music played on the devices around and the watch can control music on iPhone, Apple computer, and the music stored at the watch. 

Jony Ive, Senior Vice President of Design at Apple, went on to thoroughly describe features of the watch in a video. I’ve described how when creating the watch, they wanted to take a powerful piece of technology and make it accessible, relevant, and personable. They designed this product to be so personable that you would not want it to get into the wrong person’s hands, so consumers wear it on their wrists. Apple wanted users to embrace the individuality that came from wearing the watch. The new Apple watch is so personable to the user that when the user raises their wrist, it senses the movement and activates the home screen which consists of a variety of apps that are familiar to iPhone users.  

As the video directed by Ive goes on, it displays all the different features the Apple Watch contains. These include making phone calls, creating timers, a library of music, the calendar, weather, and many more. “Apps are designed for lightweight interaction,” Ive said. The watch creates a way for users to have an easily accessible feature you would have on the iPhone, but from right on your person which can be worn everyday, for any occasion. As the video ended, the audience embraced it with applause for so long and loud that Cook could barely get a word out. Cook’s face showed all his emotions, and he waved to the audience as he was elated to see how positively the audience reacted. 

Apple’s team had worked on the Apple Watch for a long time. They covered every aspect needed to create this very unique piece of technology. Cook called out one of the key contributors to the device, Kevin Lynch, the Vice President of Apple, to give the first live demo of the watch. Lynch came out wearing the watch on his left wrist, for the audience to see the demo, Lynch had a custom watch connected to the screen. He goes on to explain features such as the face of the watch, which is extremely customizable as you can change the font, color, and functionality. “…We’ve also been working to enable third-party developers to extend their apps to Apple Watch,” Lynch said. Lynch then goes on to explain how users can use social media apps like Facebook, Twitter, and Pinterest. “It’s something functional yet incredibly beautiful, it empowers people and enriches their lives,” Cook said. This watch is motivated to help people to be active, and healthy, and have an easily accessible piece of technology. Apple’s newest addition will be available in stores on April 24, 2015. “It will be available early next year and it is worth the wait,” Cook said.

Co-founder and CEO of Apple, Steve Jobs, shown above sharing that the Apple Watch shares many of the iPhones innovative features. Apple focused on bringing the technology of their iPhones and Macs down to a much smaller size.

Kevin Lynch, Vice President of Apple, seen above demonstrating the features of the maps app on the Apple Watch. He is showing that many of the iPhone’s capabilities can also be used on the Apple Watch.

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