FOR IMMEDIATE RELEASE

Media Contacts
Edward Lewis
Chloe LaVelle
Olivia Weiss

CUPERTINO, California (September 9, 2014)—Apple CEO Tim Cook announced the creation of the Apple Watch on Tuesday, September 9th, in Cupertino, California, where its digital crown’s abilities take the main stage.

Tim Cook’s confidence on stage is perceived positively by the audience as he receives applause through the announcement of the Apple Watch. Cook targets not only the functionality of the watch, but the sleek look it provides on a person’s wrist. Prior to Kevin Lynch’s introduction, Cook finished off by explaining how no detail was missed with this watch, there is fluid movement and access throughout the use of the watch. Vice President, Kevin Lynch, who is also wearing an Apple Watch like Tim Cook, is able to provide a detailed run-through of how the watch works. This announcement of the Apple Watch provides abundant information about its abilities and what makes this form of technology incredible.

The digital crown takes the prize for being the best functionality of the Apple watch. The crown is essential to the usage of the watch and movement. The digital crown includes infrared LEDs and photo dials. When you turn the dial of the digital crown, it zooms in and out of the screen, this way the screen is not blocked by the user’s fingers. The crown allows fluidity of getting in and out of apples, it enables precise adjustment, and pressing down on the crown returns you to the home screen.

The Apple Watch is said to be incredibly customizable, with it having the ability to reflect the user’s personal style. It has the ability to not only connect directly with the wearer but to other Apple Watch users as well. This happens from the communication aspect of the watch, with the digital touch aspect that provides an entirely new way to connect intimately with others. Kevin Lynch, the design chief, discusses different ways to interact. Examples of this can be, sending a quick sketch or sharing your own heartbeat. You can also get someone’s attention with a gentle tap, where he shows sending three taps to his friend, to go to lunch together.

The watch holds very personal technology, allowing users to add their style and taste to their watch. The watch faces can be customized just how the user would like. The appearance of the faces can be changed through different colors and functionality. One example of functionality, which Kevin Lynch explained to be his favorite, was the astronomy watch face. The astronomy watch face allows the user to look at the Earth, the phases of the moon, and even the entire solar system.

The display also has the ability to sense touch and force. Its navigation is fluid and allows very lightweight interaction from the user. There is access to a wide range of specific controls, one being built in Siri. The access to Siri allows access to whatever question you need answered with the simple touch of a button, like asking, what movies are playing near me? The user also has simple access to notifications, with a subtle buzz on the wrist and a simple raise of the wrist, the notification will come in. The notifications then come with quick replies, which are picked out for the best response, easy to tap on and send back. The display also provides the ability to see any collection of photos the user wants, like the favorites collection. Lastly, the display provides a fascinating interaction with directions. The watch provides feelings on the wrist that can tell the user which direction they need to go without having to look at the map.

Kevin Lynch finished his description of the watch, “We have been working with third-party developers to extend their apps onto the Apple Watch” he stated. He explains how connecting to other applications is what will take this app to the next level. The watch holds the app titled, “the watch kit,” which enables developers to create actionable notifications with those buttons.

Lynch provides many examples of this; American Airlines allows you can check into you’re flight with the touch of a button and Starwood Hotels lets you check into your hotel and unlock your hotel room with one wave from your watch.

Tim Cook finished off the announcement of the Apple Watch with his favorite feature, “Apple builds great products that enrich people’s lives, and arguably we can take that to a whole new level with the Apple Watch” he states. This leads to the health and fitness feature of the watch, which gives the user the ability to motivate people to be more active and healthy. There are two new applications to this, the fitness app, which monitors all fitness and activity, and the workout app, which allows you to set specific goals for specific workouts. The custom sensor can sense the user’s heart rate, and the tracker allows the user to see how far they have moved. These three aspects of movement are provided to push users to sit less and move more, along with delivering intelligent reminders to keep the user on track.

Apple is prepared to release the Apple Watch by early next year, 2015. The starting price of the watch is going to be $349. Apple is very confident in this product and believes that society is going to be very satisfied with it, “Apple watch is the most personal device Apple has ever created” Cook says. Apple believes that this watch is incredibly functional and also beautifully aesthetic, with the ability to empower its users.

Tim Cook introduces the Apple Watch by going through the top features. Cook explained the new digital crown and all of its capabilities.

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