Apple CEO Tim Cook has claimed the company’s new smartwatch is the “most advanced timepiece ever created”, as he revealed more details about the technology giant’s latest device.
It will go on sale in the US, Britain and China on April 24.The main Apple Watch will start at £479 and go up to £519.
Cook said: “The Apple Watch is the most personal device we have ever created. It is not just with you, it is on you. And since what you wear is an expression of who you are, we designed Apple Watch to appeal to a whole variety of people with different tastes and different preferences.
“But the one thing that is consistent is we crafted each one of them with the care you would expect from Apple and used incredibly beautiful materials.”
Industry watchers are keen to see if Apple’s version will be the tipping point for the smartwatch market, which has proved sluggish so far.
There was similar scepticism when Apple launched the iPad in 2010, but the company has gone on to sell millions of the tablets and its popularity has shaken up the PC market.
The Watch will be the first new device the company has launched without co-founder Steve Jobs, who died in 2011.
Every Watch will have different faces and different configurations to choose from, including traditional and digital faces.
Cook told those gathered at the San Francisco launch that you can add the date of your next meeting or check your heart rate. Users will also be able to receive calls with a built-in speaker and microphone.
A technology called Digital Touch will allow Apple Watches to connect to one another, meaning you can get a friends’ attention by tapping on your watch.
The Apple Watch, which Cook said will last for 18 hours on a typical day, tracks your daily movements and reminds users if they have been sitting down for too long.
People will be able to view photos, control music and receive notifications that you currently get on an iPhone – such as news alerts and social media updates.
Reaction to the device has been mixed so far, according to Sky’s Technology Correspondent Tom Cheshire.
Ernest Doku, technology expert at uSwitch.com, said: “Apple claims this is the most advanced timepiece ever created but some of the features seem like the tech giant was scraping the barrel for unnecessary unique selling points.
“But gimmicks aside, this really is a elegant and luxurious gadget, while also being extremely useful for health and fitness fans, who it’s heavily targeted at.”