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Apple Reveals the “Next Chapter in Our Story” During Keynote

Media Contacts
Nicole Dettmer
nihdett@iu.edu
Saige Arnold
svarnold@iu.edu
Thomas Fels
thfels@iu.edu

CUPERTINO, California (Sept. 9, 2014) — A new chapter in smart technology was unveiled this past Tuesday at Apple Headquarters in Cupertino, CA as Tim Cook, Apple’s CEO, unveiled their latest device, the Apple Watch, to a very enthusiastic audience. The watch was revealed during Apple’s “One More Thing…” at the end of the September 9, 2014 keynote speech. “We love to make great products that really enrich people’s lives. … We love to make technology more personal and allow our users to do things they never could have imagined,” Cook said to the audience. Cook also stated that he believes that the Apple Watch will “redefine what people expect from its category.”

During the reveal video, it is shown that there is a great amount of customization that can be made to every watch so that it fits the style and personality of its user.

“Apple Watch is, of course, made to be worn, and it can be worn all day, for any occasion. It’s as much about personal technology as it is style and taste,” Cook said. While talking about the design of the Apple Watch, specifically the screen, Cook mentioned that it was a challenge to make something that would function well on such a small body. “With every revolutionary product that Apple has created, a breakthrough in user interface was required. … What we didn’t do was take the iPhone and shrink the user interface and strap it on your wrist. The display is too small,” explained Cook.

Cook plays a video narrated by Jony Ive, Apple’s Senior VP of Design. “We’re introducing an unparalleled level of technical innovation, combined with a design that connects with the wearer at an intimate level to both embrace individuality and inspire design,” Ive states. Ive describes the importance of developing an interface that works on such a small screen with the utilization of the digital crown, a device that allows users to scroll, zoom, and return to the home screen. Ive also mentions a new feature, called “Digital Touch”. This feature allows users to connect with other Apple Watch users by tapping your watch screen to get the other person’s attention, as well as share small drawings, or even something as personal as your own heartbeat.

Ive mentions the design of the screen and ways they made it safe from damage yet still sensitive to touch. He mentions that they chose Sapphire, the second-hardest material behind diamond, to keep the display safe, while also implementing a screen that can sense the difference between a simple tap and a longer press of a button on-screen. Ive then backs up the creativity and individuality of the Apple Watch, talking about each individual watch finish, band, and customization of the home screen.

Apple Watch has limitless possibilities for customization. It can be customized and changed so that it will match your personality, and the ability to customize your Apple Watch’s main screen just adds another layer to the endless possibilities. Apple Watch also has the ability to reply to texts sent to your iPhone with a new technology Apple calls the quick board, which analyzes the text sent and automatically generates replies to the text, so you don’t have to try and type out a message on a tiny screen or pull out your iPhone and respond. You can also use the dictation feature, which allows you to respond to the text with either a voice message or speech-to-text, which takes what you say and writes it as a message as if you wrote it yourself. Apple also integrated its digital assistant, Siri, into the Apple Watch, so you can ask Siri questions without having to take out your iPhone.

Apple also integrated its maps app, so when you need directions to go somewhere, you can get those directions on your wrist. Apple utilizes the Apple Watch’s haptic engine to give you directions for left and right, with each direction having a unique feel so you can differentiate between the two.

With all of these new features, the Apple Watch is the next step in personal technology, with its seamless integration of all the classic features of the iPhone shrunk down into a small, wearable device. As well as its incredible variety of colors, bands, and faces, there’s an Apple Watch for everybody.

Tim Cook shares excitement for their new product, the Apple Watch, while the audience reciprocates the energy.

Apple explains the specialty of the Apple Watches personalization and its high end software.

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