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FOR IMMEDIATE RELEASE

 

Apple revealed a new grounding product with revolutionary technology–The Apple Watch. 

 

Media Contacts

Naomi Maurer

Lexi Bunting

Matt Novello

 

CUPERTINO, California (Sept. 9 2014) –Apple’s CEO, Tim Cook, revealed today, the company’s new groundbreaking product–The Apple Watch. Available in two sizes, 38 mm and 42 mm, the Apple Watch is the most personal device Apple has ever created, featuring sophisticated capabilities that seamlessly integrate into the user’s daily life.

Cook began the presentation by saying, “We love to make great products that really enrich people’s lives. We love to integrate hardware, software and services seamlessly.” Cook highlighted Apple’s commitment to creating technology that enhances the experience of its users, and producing products that are functional and natural to use. 

The Apple Watch is highly customizable, offering the users a variety of ways to express their own personal style. The watch has intimate ways to connect and communicate, and serves as a comprehensive fitness device, a navigational tool, and much more. It’s designed to not just be a device, but an extension of the buyer, fitting into their lifestyle.

The Apple Watch has a rich design story,  with the goal being to take cutting-edge technology and make it more accessible and practical for everyday use. Johny Srouji is Apple’s senior vice president of Hardware Technologies saying, “Creating beautiful objects that are as simple and pure as they are functional. Well, that’s always been our goal at Apple. We designed the Apple Watch as a whole range of products, enabling millions of unique designs, unparalleled personalization, both in appearance and capability.” 

The Apple Watch was created to be worn for both special occasions and for everyday use. It reflects personal style and demonstrates how technology can fit seamlessly into that. The combination of Apple’s hardware and software delivers a product that is not only functional but also inspiring

Personalization was a large focus in the design process. “You can personalize both the appearance and the capability of the Apple Watch. Personalization extends way beyond the interface. We’ve designed six different straps, and a mechanism that makes them easily interchangeable, with a level of refinement and precision that also serves a functional purpose,” said Cook. Whether users want the elegance from the 18 carat gold base with leather loop strap or the stainless steel base with practical, sweat-resistant silicone sports strap, they can easily change the look of their watch to match their style.

One of the biggest challenges Apple faced when designing this product was the watch’s small size. To overcome this, Apple introduced the digital crown, a revolutionary input method that allows users to interact with the device. The digital crown functions as a dial that lets the user scroll to find which app they would like to use. This addresses the issues with having to work around a smaller display effectively. So the user can use Apple’s apps such as notes, message, timer, etc.. or third party apps like Pinterest, Instagram, Spotify, etc..  

Cook said, “Apps are designed for lightweight interaction that let you respond quickly to messages. And with digital touch, we’ve developed an entirely new way for you to connect intimately with others. You can get someone’s attention with a gentle tap. You can send a quick sketch, or you can even share something as personal as your own heartbeat. These are subtle ways to communicate that technology often inhibits rather than enables.”

 

In addition to the digital crown, Apple introduced another remarkable technology in the Apple Watch—the ability to sense force as well as touch. This added a new layer to the user interface, creating an intuitive experience that felt even more natural. The Zaconia backing of the watch has four sapphire lenses– infrared with visible light LEDs. Allowing to direct a comprehensive picture of your daily activity, the crystals house a one of a kind inductive charging system. 

Cook continues with “At the heart of the watch is a custom designed chip that integrates many subsystems into one remarkably compact module, which is then completely encapsulated to protect the electronics. It’s essentially miniaturizing an entire computer system onto a single chip.” Those qualities allow the watch to be an incredibly accurate device that was created for everyday use and functionally is user friendly.  It was built with everyday use in mind, seamlessly blending cutting-edge technology with an intuitive design.

 

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