Apple tonight revealed the prices for its newest device category, the Apple Watch; starting at US$349 for the smallest of the Sport version to US$10,000 for the 18-carat gold Apple Watch Edition.
Do not adjust your set – yes, that’s US$10,000 for a limited edition smart watch.
The watches – reassuringly expensive – will be available for preview and try-on by appointment at Apple’s retail stores from 10 April in Australia, China, Canada, Germany, Hong Kong, Japan, the UK and the US.
Apple Watch will also be available to preview or try on at Galeries Lafayette in Paris, Isetan in Tokyo and Selfridges in London on April 10. Apple Watch will be for sale on April 24 at these select department store shop-in-shops, and at boutiques in major cities across the world including colette in Paris, Dover Street Market in London and Tokyo, Maxfield in Los Angeles and The Corner in Berlin.
The new watch is available in two sizes (38mm and 42mm) and across three editions: Apple Watch Sport (US$349 to US$399); Apple Watch (US$599 to US$1,099; and from US$10,000 for the Apple Watch Edition.
The most personal device Apple has ever created, says Cook
“This is the most personal device we’ve ever created,” said Apple CEO Tim Cook. “It’s not just with you and on you, but because what you wear is an expression of who you are.”
He added: “In addition to being a beautiful object it is the most advanced time piece ever created.”
Cook revealed that the Apple Watch keeps time to within 50 milliseconds of the universal time standard (UTC).
He also showed that not only can the device be personalised with various faces and all kinds of data added to the screen, but the device monitors your overall activity levels, even telling you if you’ve been sitting down too long. “It’s like having a coach on your wrist,” Cook quipped.
Multiple faces include Chronography, Modular or Motion which uses butterflies and flowers to aid in telling the time.
But more than that what was interesting was the fact that Apple Watch allows you to answer phone calls from your wrist Get Smart style, as well as read email and send messages.
A Digital Touch feature lets you send messages in creative ways, from drawing sketches to your heartbeat.
Apple also confirmed that the Apple Watch can be used to pay for goods using Apple Pay as well as check into hotel rooms (even unlocking doors) as well as checking in for flights.
“This is just the beginning,” said Cook. “You can add details to the face of the Apple Watch as you choose like world clock, stop watch, your next meeting and plenty more.”
He also previewed the new feature called Glances which allows users to check things very quickly based on what they check the most such as weather, flight information, music and heart rates.
Apple also demonstrated how through the use of HomeKit it was possible to unlock doors in your house to let relatives in if they forgot the key and view the whole thing on video.
It also showed a Shazam app that prints the words of songs on a screen as the device listens to the music.
“Apple Watch joins a line of products we are very proud of and we continue to push forward. Everyone in Apple is proud of these products.”