FOR IMMEDIATE RELEASE

Media Contacts
Joanna Clohessy
Wesley Sewell
Declan McMahon

CUPERTINO, California (Sept. 9, 2014) – Groundbreaking “Apple Watch” launched Tuesday at the annual conference by Apple’s CEO, Tim Cook, in Cupertino, CA, providing Apple users with a never-before level of technological personalization.

Apple’s annual conference, its “Special Event”, was held at the Flint Center for Performing Arts in Cupertino, California, hosting around two thousand Apple enthusiasts brimming with excitement over the unexpected announcement of the Apple Watch. In the last segment of the conference, Tim Cook, CEO, dressed casually in a button down and jeans, announced that there was “one more thing.” The Apple Watch was then launched with a seamless, professional video highlighting both the beauty, form, and capabilities of the product itself.

“Apple Watch is the most personal device we have ever created,” Cook said. “We sought out to make the best watch in the world.” The watch works seamlessly with the iPhone, and also acts as a fitness device, with a fully customizable user interface and endless capabilities. The Apple Watch, like both the iPod and iPhone before it, utilizes its own navigational technology, this time, the digital crown of the watch.

Made to be worn, the watch is “just as much about technology as it is style and taste,” Cook said. He then introduced a video about the design of the watch, narrated by Jony Ive, Senior VP of Design for Apple, which went into more detail of the capabilities the watch possessed. The watch senses when it is being raised, and lights the screen up, as well as providing smart responses, efficient display of information, and a button to immediately show favorite contacts.

The watch boasts an impressive retina display, laminated and hardened with sapphire, the hardest material after diamond. As well as sensing touch, the interface senses force, adding an additional dimension to the user experience – providing access to an entirely different range of controls. The audio is provided by a Taptic device inside of the watch itself, gently physically alerting the user to notifications, along with a water-resistant speaker for alerts. The heart of the watch is the S1 chip – an entire computer system on the inside of a watch.

The Apple Watch detects heart rate, steps, and activity, which allows the product to suggest goals based on daily activity levels. Upon completion, the user is awarded with badges. The watch itself is incredibly accurate, using multiple technologies, keeping accuracy to plus or minus 50 milliseconds.

There is a range of watch faces available, as well as customizable interfaces and the physical straps of the watch itself. There is a sports band, a leather band with concealed magnets for ease of adjustment, a classic leather buckled watch, a stainless steel bracelet, and a Milanese loop with a magnetic closure. Jony Ive acknowledged that “one size wouldn’t fit everyone,” and explained the availability of two watch sizes, and three watch versions. The original Apple Watch, the Apple Watch Sport, and the Apple Watch Edition. The sport Collection has a case that is 60% stronger than that of typical steel, and the Edition Collection boasts 18k gold.

Kevin Lynch then took the stage to deliver the very first live demo of the Apple Watch. He succinctly and confidently demonstrated the navigation of the watch using the digital crown, the touchscreen, and the haptics. The watch boasts an analog watch face, a watch face featuring the Earth and solar system, and many more. Personal control of music and calendar are also available. He then demonstrated how to haptically draw to send and receive text messages, send and receive heart rate, and communicate with notification prompts.

The Apple Watch and iPhone have been designed to seamlessly work together, updating each other on activity, sending emails, texts, and everything in between.

The Apple Watch will be available for purchase starting in early 2015 starting at $349 (US). It is compatible with iPhone 5, 5c, 6, 6s, and 6s Plus, or any phone running the latest version of iOS8. The Apple Watch is beautiful, functional, and something to enrich people’s lives. It is the most personal device Apple has ever created.

Apple unveils a video package showing off the diversity of their new watches. Apple is launching into a new world of technology with one eye focused on the present and one looking out at the future. 

Apple CEO Tim Cook talks about the innovation of Apple’s Newest product and how it will revolutionize health and fitness for its users. With great excitement Cook talks about the various ways the watch can be used as well as briefly talking about what the future holds. 

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