FOR IMMEDIATE RELEASE.

Media Contacts
Cayman Werner
Jada Wolf
Addison Miller

CUPERTINO, California (Sept. 9, 2014) — Apple CEO Tim Cook announced the launch of its new product, the Apple Watch, which includes ground-breaking technology that combines personalization and efficiency for users.

Cook teased those who attended the press event on Tuesday by explaining there is “one more thing” after giving a presentation on the new iPhone 6 and 6 Plus. The immediate arouse of the crowd ignited a smile on Cook’s face, and that enthusiasm and excitement within the audience and Cook stayed through the presentation of the Apple Watch.

As the “most personal device we’ve ever created”, Cook said, the Apple Watch is sure to be the next major step in the evolution of Apple. The watch’s main features include telling accurate time, connecting people, and tracking fitness with its pitch of being a wearable iPhone. The Apple Watch will be able to pair with the iPhone 5, 5s, 5c, and the upcoming iPhone 6 and 6 Plus.

Kevin Lynch, a software developer for Apple, also showed the audience the real-time use of the watch by connecting its contents to the large screen. With just a raise of the wrist, the watch turns on with a display of all the apps: clock, mail, phone, messages, fitness, maps, and more. The user interface of the Apple Watch is flawless and efficient with a digital crown, similar to a crown on a regular watch, that allows for scrolling through lists and zooming in and out without having to touch the watch. When notifications are sent to a user’s phone, the notification also pops up on the watch. Users are then able to take different steps depending on what kind of notification it is. For messages, simply use the smart reply or dictation tools for a quick response. With the ability to customize watch faces, control music, use glances to swipe through critical information, and even the implementation of Siri, the Apple Watch is sure to be a revolutionary product.

Fitness is also an important factor with this watch that can be used for any person whether just wanting to track their movement throughout the day or wanting to train for the Olympics. The Activity app encourages 3 types of movement with rings that signify whether the user has hit the goal: stand, move, and exercise. The Fitness app tracks specific kinds of exercises, like running and biking, while encouraging users to meet their goals during the workout. “Apple Watch is going to greatly improve the way we keep track of our activity and change the way we look at fitness,” Jay Blahnik, the Director of Fitness at Apple said.

While Jony Ive, senior VP of design at Apple, also touched on the watch’s features in a narrated video, he gave details about the physical makeup of the watch and the different types of editions and bands users can choose from. The watch is made of single crystal sapphire, the second hardest material in the world, and it has a Zirconia back with 4 sapphire lenses with LEDs and photo sensors to accurately detect pulse rate. Charging the watch couldn’t be easier with Apple’s MagSafe® technology and effective charging to create a magnetic placement that perfectly fits the watch. “It is so simple and elegant, it is something only Apple could do,” Cook said.

“We have designed 6 different straps and a mechanism that makes the straps easily interchangeable with a refinement and precision that’s born of functionality,” Ive said. These straps include a Sport Band made of tough, sweat-resistant elastomer offered in bold colors; the Leather Loop made of soft, quilted leather that includes magnets for adjustment and optimal comfort; the Milanese Loop made of stainless steel mesh with a magnet closure; the hand-crafted leather Modern Buckle that includes a metal clasp and wraps symmetrically around the wrist; the leather Classic Buckle to resemble regular watches; and the stainless steel Link Bracelet with a slim clasp. To include wrists of all sizes, the Apple Watch offers a smaller watch with smaller straps. “We knew one size wouldn’t fit everyone,” Ive said.

Three collections will be available at the beginning of 2015: the Apple Watch, made of stainless steel, the Apple Watch Sport, with a glass cover and aluminum case, and Apple Watch Edition, made of 18-karat gold. The retail price will start at $349 (USD). “We think people are going to love to use Apple Watch; they are going to love to wear it,” Cook said. “It’s something functional, yet incredibly beautiful. It empowers people and enriches their lives.”

Tim Cook announces the new Apple Watch and its features. This product is anticipated to be the technology of the year.

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