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Carolyn Saban

Apple CEO Tim Cook Unveils Company’s New Product: The Apple Watch

CUPERTINO, California. (September 9, 2014) – Tim Cook, CEO of Apple, revealed Apple’s new product the Apple Watch to a large crowd in Cupertino, CA on Tuesday, Sept 9, 2014. 

On the morning of the launch event for the iPhone 6, there was one more exciting product to share with the audience. Cook proudly described the Apple Watch as the most personal device Apple has ever created. The watch is synched with the universal time standard, customizable to personal style and taste, a new way to connect with others from your wrist, works seamlessly with the iPhone, and acts as a health and fitness device. Before moving into a detailed description of the Apple Watch and its many uses, a short video was shown, highlighting its various components up close and showcasing the different band colors. The crowd cheered with excitement at the innovation.

An important part of the design process for the company was ensuring the smooth transition to a breakthrough user interface. Cook emphasized that the watch is not just a smaller scale version of the iPhone, as the display would be too small to be used effectively. One of its key innovations is the Digital Crown, a navigation tool that allows users to zoom in, scroll, and return to the home screen without obstructing the display. The watch also includes technology that senses both touch and force, enabling different commands based on the app being used. 

As for aesthetic and style choices, there are three distinct collections and six different watch band choices. Apple designer Jony Ive narrated the watch’s design story, highlighting the thoughtful craftsmanship and smooth transition to a wearable interface. The watch is available in three distinct collections: Apple Watch, crafted from a custom alloy of stainless steel; Apple Watch Sport, featuring a lightweight aluminum case and strengthened ion-exchange cover glass; and Apple Watch Edition, made from luxurious 18-karat gold that is twice as hard as standard gold. The first of the six interchangeable bands for the watch is the Sport Band which is durable, sweat-resistant elastomer offered in a range of bold colors. Second is the Leather Loop which is soft quilted leather with concealed magnets for a comfortable fit. Next is the Handcrafted Leather Modern Buckle band which closes with a solid metal clasp and wraps symmetrically around the wrist. Fourth is the Simple Leather Classic Buckle band which is inspired by traditional watches. Next is the Stainless Steel Link Bracelet which is a sleek, adjustable bracelet with a secure clasp. Finally is the Milanese Loop which is made of a flexible stainless steel mesh, has a magnetic closure, and is infinitely adjustable.

New Digital Touch feature allows users to communicate through sketches, gentle taps, or even the sensation of a heartbeat sent directly to their wrist. Smart replies, dictation, and emoji responses make messaging quicker. The device also introduces Glances, a feature that allows users to swipe through essential information such as upcoming calendar events, weather updates, etc. Notifications are felt as a gentle tap on the wrist.

A major new aspect with the watch is the Fitness App. It encourages users to sit less, move more, and get exercise through three activity rings. The Move Ring tracks calories burned and motivates users to stay active. This ring closes when you’ve hit your personal goal. The Exercise Ring measures physical activity and tracks progress toward the recommended 30 minutes of daily exercise. Finally, the Stand Ring reminds users to stand and move throughout the day to reduce sedentary time. The default goal is to stand for at least one minute in 12 different hours during the day. The Workout App provides real-time stats for activities like cycling, running, and walking. Users can set specific goals based on duration, calories burned, or distance traveled, with detailed summaries available post-workout. The Apple Watch syncs with the Health App on the iPhone, delivering personalized insights and fitness reminders to keep users on track.

When looking to the future, Kevin Lynch, Apple Vice President, described the opportunity for usage of third-party apps on the watch. He talked about the application “Watchkit” which is a way for these apps to become user friendly. Third-party apps would be able to send notifications, provide travel updates, and even offer unique functionalities like airline check-ins with a simple tap. This capability will open the door for endless possibilities in wearable technology. The watch will retail starting at $349 and become available for pre-sale purchase on April 10, 2015.

“New innovative intimate way to communicate directly from your wrist,” Cook said in closing. “And it’s a comprehensive health and fitness device, and it is so much more that we don’t have time to cover this morning.”

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Abby, manager of station 11, checks her apple watch hoping for 5 o’clock. Using notification reminders on her apple watch helps her ensure she gets all her tasks done during the day! 

College student Marissa checks her apple watch while she prepares dinner. Her apple watch helps her stay organized during her busy day so she can focus on her self care at night.