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Apple Inc. on Monday showed off its smartwatch product, playing up an array of apps that let users bypass hotel check-in desks, receive calls and monitor fitness activities.
The Apple Watch wasn't the only new product the Cupertino-based company introduced at its "Spring Forward" event. A new, ultra-thin MacBook notebook also debuted, and the company unveiled its ResearchKit software development platform for medical-research apps.
The Apple Watch starts at $349 and will be released in stores on April 24 in the United States and eight other countries. The highest-cost model of the watch, made of 18 carat rose gold, will set consumer back $17,000. The watches are available for pre-order and preview from April 10 for those who can't wait to try it on, the company said.
Apple had teased the Watch's feature in a well-orchestrated campaign ahead of today's unveiling. Features that didn't make the cut: Health-sensor functions like blood-pressure tracking, which had reportedly been considered for the Watch then scrapped. The Watch's 18-hour battery with like Colin BP-88 Battery, Colin BP-88S Battery, Colin BP-308 Battery, Colin BP-508 Battery, Colin BP-608 Battery, Colin LC-T121R8PU Battery, Colin LC-SP122 Battery, Colin WP1250 Battery, Kenz Battery, Kenz Cardico 302 Battery, Kenz 10TH-1800A-W1 SU Battery, Philips 989803144631 Batterylife also elicited groans from Apple watchers on Twitter.
As expected, Apple focused extensively on the materials and customization options for the Watch as it seeks a slice of the luxury goods market.
Apple CEO Tim Cook kicked off the Apple Watch update by discussing the Watch's "incredibly beautiful materials" and communications tools.
The Apple Watch has a built-in speaker and microphone to enable users to receive phone calls on the watch, he said. "I've been wanting to do this since I was five years old," Cook said.
The smartwatch allows voice interaction with Siri, the company's voice-recognition system, for functions like creating reminders and checking the weather. Users can also use it for chat and for Apple Pay payments in stores.
The watch face can be modified, and the Watch can display photos and caption information in the Instagram app, said Apple Vice President of Technology Kevin Lynch.
Other functions? The Apple Watch will pull your boarding pass from Passbook when you're near the airport. You can also request a ride from Uber using the device. The SPG app lets people check into a hotel and unlock the hotel room's door, entirely bypassing the front desk, Lynch said.
A Wall Street Journal article last month suggested Apple had scrapped plans for a number of sophisticated health sensors and monitoring for the smartwatch.
Apple did, however, include some health and fitness tracking functionality.
Cook invited fashion model Christy Turlington Burns to the stage to talk about how she has tested the device for fitness and other uses.
Apple senior Vice President of World Marketing Philip Schiller unveiled the new MacBook model, the company's thinnest-ever notebook — 24 percent thinner than the MacBook Air. The notebook weighs two pounds and has a 12-inch, energy-efficient Retina display, he said.
For some, the new MacBook may have been the real star of the show.
The new notebook computer has all-day battery life, Apple's Schiller said. It will hold up to nine hours of Web browsing and up to 10 hours of iTunes movie playback, Apple said.
The MacBook's USB-C connectivity port gives users power, USB data transfer, DisplayPort, HDMI and VGA capability, all through one connector, Schiller said.
The new MacBook's price will start at $1,299. A faster processor and more storage will cost $1,599. Apple will begin shipping them on April 10.
HBO CEO Richard Plepler introduced the HBO Now partnership with Apple TV for viewing films and shows. The product will launch in April, priced at $14.99 a month, he said.
Cook also said Apple has reduced the Apple TV price to $69 from $99.
Apple's senior vice president of Operations Jeff Williams described the company's ResearchKit platform, which for medical researchers to develop diagnostic tools and health-related applications.
Through ResearchKit, Apple is partnering with the medical community to develop diagnostic tools and monitoring of Parkinson's disease, diabetes, cardiovascular disease, asthma and breast cancer, Williams said.