The Apple Watch Is Here

Device to Go on Sale April 24, With Prices Reaching $17,000

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During its much-anticipated press event in San Francisco today, Apple, as expected, revealed the full details and launch date of the new Apple Watch. The timepiece will go on sale on April 24, 2015, and will be available in a spectrum of models ranging from $349 to a whopping $17,000 for one of its "Edition" gold models.

The presentation heralded the many high-tech features of the wearable, which includes a flexible, customizable watch face, the ability to make and take calls with a simple tap, fitness tracking, quick tap to pay capability, Uber cab hailing, iPhone-like notifications and more.

Along with the event Apple has debuted this new ad. Backed by a percussive track that seems to suggest the ticking of a traditional timepiece, it shuffles through all the above features and more. On Apple's site and Youtube, the brand goes all out with a slew of films that dive deep into the craft behind all the watch offerings -- from the high-end gold watch (featuring a special alloy of 18k gold somehow crafted to be stronger than what we know as a relatively soft medal) to the stainless steel version to the more budget-friendly aluminum "Sport" version (or "aluminium," as Apple SVP-Design Sir Jony Ive would pronounce it).

The discussion of craftsmanship and focus on high-end materials is further evidence that Apple is pushing hard into the luxury goods market -- a move also made apparent by the brand's decision to advertise the watch in an indulgent 12-page spread in fashion bible Vogue.

Another film also addresses the health and fitness capabilities of the watch.

Read more about the Apple Watch debut on

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Mar 09, 2015
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