For Immediate Release

Apple’s New Product Debuts: The Apple Watch, A Game-Changer for Tech and Fitness

Media Contacts:

Cali Kroncke

Izzy Hamilton

Chloe Schiller

The Apple Watch launch was announced by Tim Cook, Apple’s CEO, on Monday, September 9th at Apple headquarters in Cupertino, California. Cook said that he “believes this product will redefine what people expect from its category and is the next chapter in Apple’s story.” An incredibly detailed and aesthetically pleasing video was displayed to the audience, showcasing the new Apple product and its multitude of uses. As Cook returned to the stage to go more in-depth about the watch, he was met with a standing ovation from the crowd. Cook said the Apple Watch is “the most personal device we’ve ever created” and talked about how customers are able to apply their own style and personalization to the product.

The product is much more than just a watch, as it also taps into health and fitness, communication, and a multitude of other extensions. Cook explained how similar to the mouse on the Mac and the click wheel on the iPod, Apple “placed extra functionality in a mechanism that has been on the watch for decades.” Apple turned the traditional dial into a “Digital Crown,” which allows users to zoom in and out, scroll through a list, and also acts as a home button for the Apple Watch. Many other important functions include pressing the button located underneath the digital crown allowing users to contact friends in seconds, as well as glances allowing the user to swipe through information quickly, including weather, time, health, and calendar. The watch works seamlessly with the iPhone and allows customers to access a large variety of apps directly from their wrist.

The Apple Watch is easily accessible as it senses when users are raising their wrist and instantly illuminates, displaying a home screen with apps that are already familiar to Apple users. Users have the ability to respond to messages on their watch using smart replies, as well as answer phone calls. Although the Apple Watch prides itself on being technologically advanced, it also is focused on its exterior. Cook said that Apple was incredibly careful and deliberate when creating the Apple Watch and showed a second video discussing the background that went into the design of the watch. The flexible retina display is laminated to a polished single crystal of sapphire which is the second hardest transparent material after diamond.

Not only does the product encourage users to embrace their individuality, but it also provides haptic feedback and sound to further enhance the customer experience. Jony Ive, Apple’s senior VP of Design said, “We have worked closely with horological experts from around the world to help us understand the cultural and historical significance of timekeeping, and this has profoundly informed our design.” Cook went into detail about the multitude of different bands, colors, and styles available to accommodate the various lifestyles that their customers lead. These different straps and bands are also easily interchangeable so that customers can quickly maximize comfortability and versatility throughout their day. Anything from stainless steel, to sweat and chemical-resistant bands, Apple wants to provide customers with optimum comfort and style no matter what their goals are.

Cook also mentioned how Apple created three different types of Apple watches including, the Apple Watch, Apple Sport, and Apple Edition. Cook said, “We designed Apple Watch as a whole range of products enabling millions of unique designs unparalleled personalization both in appearance and capability.” Starting at $349, Cook urged consumers that “the Apple Watch empowers people and enriches their lives.” Apple is incredibly proud of the hard work and dedication that was put into bringing this product to fruition and they can’t wait to share it with the world. 

The Apple Watch being released, showing what it looks like and what it can do. People can use it in a variety of different ways.

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