Apple Watch

Apple's long rumored wearable

At a Glance

Apple's Watch is designed to be both fashionable and functional, available in an array of different color and materials with six different types of watch straps that are easily interchangeable. Prices for the device, which will be available in April of 2015, start at $349.


  • Two sizes: 38mm and 42mm
  • Options: Stainless Steel, Silver Aluminum, 18-Karat Yellow Gold, Space Black Stainless Steel, Space Gray Aluminum, and 18-Karat Rose Gold
  • S1 processor
  • Starting at $349
  • April 2015 Launch
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Apple's New Watch

On September 9, 2014, Apple finally unveiled its long-rumored wearable device, the Apple Watch, aka Watch. While many expected the wearable to be called the "iWatch," Apple actually opted to use the Apple symbol () followed by "Watch" for the device's name. According to Apple's head of design Jony Ive, Apple has been working on the device for three years. Apple CEO Tim Cook has said that Apple's objective with the watch is to "change the way you live your life."

The Apple Watch is designed to be both functional and fashionable, available in two sizes of 38mm and 42mm (1.5 and 1.7 inches), with six different casing materials and six separate interchangeable band options. Organized into three separate collections, from the simple "Sport" to the high-end luxury "Edition," the Apple Watch has been created to appeal to a wide range of tastes. Prices for the device, which will be available in early 2015, start at $349.

Apple is positioning its Apple Watch as a fashion accessory, and has thus far partnered with French design boutique Colette to give a one-day preview of the Apple Watch ahead of its release. It's likely Apple will partner with additional designers to promote the device, and the Apple Watch even made its editorial debut on the cover of Vogue China in November 2014.

Designed with either an ion-strengthened or flexible sapphire display (depending on model), all of the Apple Watches include an HD Retina screen, sapphire-covered sensors built into the zirconia backing, and an NFC chip to allow the devices to work with Apple's new Apple Pay mobile payment service.

Apple Watch's interface, much like its exterior, has been created with end-user customization in mind. Apple has designed several unique watch faces that users can choose from, featuring traditional watch designs, whimsical characters, animated images, and more, all of which are "extensively customizable." According to Apple, one Apple Watch can have millions of different appearances. Apps on the device are organized into a unique cluster design for quick and easy access.

As with all of its products, Apple has carefully considered the way people will interact with and use the Apple Watch, developing both a unique operating system and unique input methods for the device. While it does allow for touch input, Apple Watch also takes advantage of a "Digital Crown" located on the right side of the body, which lets users zoom, scroll, and select elements on the Watch without covering the screen. The Digital Crown also serves as a home button.

A second physical button below the Digital Crown allows users to bring up a list of contacts and then communicate with friends by sending quick drawings, messages, animated emoji, and a heart beat, drawn directly from the watch's included sensors.

Apple Watch takes advantage of new pressure-sensing technology called "Force Touch" and is able to determine the difference between a tap and a press, enabling a range of contextually specific controls. A unique notification system allows notifications to be relayed in a subtle way through gentle vibrations using the new "Taptic Engine."


There are several different sensors built into the Apple Watch, which allow it to measure metrics like steps taken, calories burned, and pulse rate. Movement information is relayed to two separate fitness-related apps, giving users an overall picture of their daily activity.

Apple's Watch is designed to be a companion device to the iPhone, and as such, it requires an iPhone to function. According to Apple, the Watch is not a standalone device because it relies on the iPhone for many features like relaying notifications and messages. In fact, initial Apple Watch apps will be entirely powered by the iPhone to preserve battery. The Apple Watch has also been designed to work with Apple's new Continuity features, letting users shift tasks from one device to another with ease.

Apple is currently testing the Apple Watch and has distributed thousands of the devices to employees. Several of the Apple Watches have been spotted in the wild as Apple continues further refining the device's software ahead of its April launch. During the testing period, Apple disguised many watches provided to employees as Samsung smart watches.


On February 26, Apple announced plans for a March 9 media event that is expected to feature the Apple Watch. Apple will likely use the event to preview the Apple Watch and unveil features that have remained under wraps, such as battery life and pricing. According to a reliable source that spoke to MacRumors, Apple may be planning to launch the Apple Watch in early April, possibly between April 6 and 10.

What We Don't Know

Battery Life

There are several aspects of the Apple Watch that Apple declined to share during it's September keynote event. For example, one of the major questions about the watch concerns its battery, and how long we can expect it to last on a single charge.

Apple did not divulge battery life, and it is likely that since the software remains unfinished, the company has not been able to fully optimize the operating system to get the maximum amount of battery life out of the device.

Rumors have suggested that the Apple Watch's battery life is at "about a day," but it could improve before the device is launched in 2015. According to Apple CEO Tim Cook, Apple Watch owners will "wind up charging it daily" because they will use the device so much.

An in depth report on the development of the Apple Watch has suggested that the device will last for about 19 hours with "mixed use," which is in line with previous "about a day" battery life rumors. Apple is said to be aiming for 2.5 hours of "heavy" application use (like gameplay), or 3.5 hours of standard use, which will combine with standby time, letting the device last for approximately a day for most users.

It appears that heavy usage could see the battery draining quite quickly, but Apple is working on stress tests with apps and is further refining the Apple Watch's software ahead of its launch to eke out as much battery life as possible.

According to The New York Times, the Apple Watch has a "Power Reserve" mode that it will enter when the battery is critically low. In Power Reserve mode, most functions will be cut off and the remaining power will be used to allow the watch to continue to tell the time.


Little information has been made available on pricing, with Apple stating only that Apple Watch prices will start at $349. That figure could change before the device debuts in early 2015, however. There was some speculation that the space gray versions of the Apple Watch might be priced slightly higher than their silver/aluminum counterparts, but that does not seem to be the case for the space gray version of the Apple Watch Sport, which is listed as costing $349 in U.K. magazine Style.

Though specific pricing has not been announced, several sites have been speculating on how the devices might be priced. TechCrunch consulted with jewelers and believes the high-end gold Apple Watch could retail for around $1,200. Apple pundit John Gruber, however, has repeatedly said that he believes the gold Apple Watch could sell for significantly more, possibly at $10,000 or higher.

Accessory Options

Band options for the Apple Watch have recently been called into question. On Apple's site, there are several bands that are limited to certain versions of the Apple Watch.

For example, the Modern Buckle options only appear to be available for the 38mm Apple Watch, and the Leather Loop is only available for the 42mm Apple Watch. The Space Black Stainless Steel Apple Watch only appears to have one band option, the Link Bracelet. A full list of which bands are available for which Apple Watches can be found here.

It is not clear if what Apple is currently displaying on its Apple Watch site represents the full span of what will be available at launch, but if it is an accurate depiction of launch band choices, some Apple Watch buyers may not have many options when it comes to picking a band.

Rumors have suggested that Apple will be selling Apple Watch bands separately at launch, letting customers pick up an extra band to go with the Apple Watch they purchase, but pricing on these bands is not known.

John Gruber has speculated that the bands will have variable prices, with some options being much more expensive than others. He believes that the different bands could signal five separate pricing tiers for the Apple Watch: Entry-level Sport Band, Classic Buckle, Milanese Loop, Deluxe leather (Modern Buckle and Leather Loop) and Link Bracelet.


According to Apple designer Jony Ive, the Apple Watch is "one of the most difficult projects" he has worked on, and a ton of time went into the design and creation of the device. Apple consulted with several watch historians and Ive himself delved into horological history, studying clocks and watches throughout time while designing the product.

Apple Watch features a rounded, rectangular body in two separate sizes (38 and 42mm) that is able to snap easily into an array of interchangeable bands. There are only two "buttons" on the device, including the Digital Crown that offers several control options and the Friends button that brings up a list of contacts.

Aiming to create watches that would please a wide range of tastes, Apple designed the Apple Watch with four different custom alloys of stainless steel and aluminum in two finishes, along with two formulations of 18-karat yellow and rose gold that are designed to stand up to daily wear.

In total, there are six different body options: Stainless Steel, Space Black Stainless Steel, Silver Aluminum, Space Gray Aluminum, 18-karat gold, and 18-karat rose gold.


Along with six separate body options, Apple has also designed six types of custom bands for the Apple Watch: Link Bracelet, which is stainless steel and resembles a traditional watch band; Sport Band, made of a flexible and lightweight fluoroelastomer; Leather Loop, a wraparound band constructed from handcrafted leather; Modern Buckle, made from Granada leather and sporting a magnetic buckle; Classic Buckle, made from Dutch leather with a traditional buckle closure; and the Milanese Loop, a flexible metal mesh band designed to wraparound the wrist.


Apple has organized its various watch casings and bands into three separate collections: Apple Watch, Apple Watch Sport, and Apple Watch Edition, each of which group casings and bands that Apple says "work particularly well together."


It is unknown at this time if Apple will only be selling the Apple Watch in its pre-arranged configurations or if users will be able to combine any watch casing with any band. Rumors have suggested that Apple plans to sell bands on a standalone basis at launch, letting users buy extra bands alongside their watches, but this is thus far unconfirmed.

Apple Watch Collection

The Apple Watch collection includes Apple's stainless steel casings in both a highly polished silver color and space black. These watches feature a durable, scratch-resistant sapphire crystal display and are combined with several of the six available bands in eighteen separate configurations.

The Link Bracelet is available in stainless steel and space black stainless steel, while the Modern Buckle comes in soft pink, brown, and midnight blue. The Leather Loop is available in stone, light brown, and bright blue, and the Classic Buckle comes in black. The Apple Watch casing can also be matched with the Sport bands in black or white.


A selection of watches from the Apple Watch Collection

According to Apple, its stainless steel is made from a cold-forging process designed to make the 316L steel 40 percent harder and more resistant to nicks and corrosion. The black version is coated in a diamond-like carbon layer to achieve its color.

Apple Watch Sport Collection

The Apple Sport collection will likely be the watch collection with the lowest price tag. Aimed at fitness enthusiasts, the Sport watches do not have a sapphire display, instead featuring a lightweight strengthened alumina-silicate Ion-X glass that's "especially resistant to scratches and impact."

Apple's Sport collection also features a lightweight anodized aluminum casing in either silver or space gray. According to Apple, the aluminum used in the Apple Sport Watch is a new alloy (7000 Series aluminum) that's 60 percent stronger than standard alloys. With the Ion-X glass and the aluminum casing, the Sport collection watches are 30 percent lighter than stainless steel models.


A selection of watches from the Apple Sport Collection

Sport watches come with a high-performance fluoroelastomer band that's durable and strong, but soft. Apple says it is more flexible than rubber traditionally used in watch bands, for a smooth drape across the wrist, with a pin-and-tuck closure for a close fit. The Sport collection also features the most vibrant colors, with bands in white, blue, green, pink, and black.

Apple Watch Edition Collection

The Edition collection is Apple's high-end luxury lineup, featuring casings crafted from 18-karat yellow or rose gold. Apple metallurgists have designed the gold in the Edition watches to be up to twice as hard as standard gold, which will help keep it free from nicks and scratches.


18-karat yellow gold Edition Apple Watch with red Modern Buckle Band

Like the Apple Watch collection, the Edition collection features a polished sapphire crystal display that's highly durable and scratch-resistant. The Edition collection's gold casings are paired with the Modern Buckle, the Sport Band, and the Classic Buckle, creating six different options.


18-karat rose gold Edition Apple Watch with white Sport Band

According to an Apple representative who was showing off the device following the keynote event where it was introduced, the Apple Watch Edition will come in a jewelry box that's able to double as a charger. The back of the box is equipped with a Lightning connector, and the magnetic charging pad rests inside. Users can charge the watch simply by returning it to its case at night.


The Apple Watch was created to be a companion device to the iPhone, and as such, it displays notifications when a user receives a phone call, a message, or an app alert. It offers full apps, time keeping abilities, social features, and a unique interface that takes advantage of a vibration-based feedback system and the iPod-style "Digital Crown" scroll wheel.


Digital Crown and Contacts Button

Though designed as a companion to the iPhone, the Apple Watch will reportedly have a limited number of offline capabilities including the ability to make Apple Pay payments, play music over Bluetooth, track activity, and display some apps.

Apple Watch has a built-in speaker and a microphone and is able to place and receive phone calls. While it is water resistant and able to withstand sweat, rain, and hand washing, it should not be worn while swimming or bathing. Initially Apple also said the Apple Watch shouldn't be worn in the shower, but in February, Apple CEO Tim Cook made a comment suggesting he regularly wears his device in the shower, so its water-resistance capabilities may have been improved over the last few months.

Apple Watch was also designed to function as a health and fitness device, offering movement tracking capabilities combined with intuitive apps that encourage users to be more active.

Apple custom designed a special S1 processor chip for the Apple Watch, which integrates several different subsystems into a single module. The S1 chip is said to be similar in power to the A5 processor in the iPad 2 and the iPhone 4s. It houses a gyroscope and an accelerometer to measure activity, and a sensor that detects heart rate. The heart rate sensor consists of four sapphire lenses built into the zirconia backing of the watch that detect pulse rate (via infrared, visible-light LEDs, and photodiodes), and the device also integrates the GPS and Wi-Fi capabilities of the iPhone into several of its tracking abilities, using the phone's GPS system to determine distance traveled.


The Apple Watch comes in two separate sizes, 38mm and 42mm, and the WatchKit SDK has unveiled information on the resolution of the two devices. The smaller 38mm Apple Watch has a resolution of 272 x 340, while the larger 42mm Apple Watch has a resolution of 312 x 390.

In the WatchKit documentation, Apple refers to the Apple Watch display as "Retina," and instructs developers to use 2x image assets.


According to Apple, the Apple Watch was designed to be an "incredibly accurate timepiece" that has a margin of error within 50 milliseconds. It checks against the definitive global time standard on a regular basis, adjusting the time accordingly during daylight savings time or when a user travels from one time zone to another.

Apple's focus on time has also led it to develop a variety of watch faces, offering a range of designs from a standard analog clock to Mickey Mouse to a galaxy theme that includes moon phases and a look at the solar system. Each custom watch face includes several additional customization options, letting users change colors and the information that's displayed.


A few watch face examples

Customizable features included with each Watch Face are called "Complications," and are specialized functions that offer information like moon phases, sunrise and sunset times, alarms, and weather.


Apple Watch's accelerometer senses when a user raises his or her wrist, at which point the watch face is displayed. When not activated, the screen remains blank to conserve battery life.

Force Touch

Pressure-sensing technology called "Force Touch" has been built into the Apple Watch, allowing it to determine the difference between a tap and a press. This functionality allows for a new range of contextually specific controls, almost similar to the different abilities enabled by left clicking and right clicking on a mouse button.

Taptic Engine

Along with pressure-sensing technology, the Apple Watch has a unique haptic feedback vibration engine that's designed to deliver alerts in a subtle, gentle way, letting users feel and hear the design of the user interface. Tactile sensations will be different for each kind of notification and combined with audio cues for a feedback system that's quite unlike anything available on the Mac or iPhone.

According to Apple, the Taptic Engine will let users feel and respond to notifications "easily and intuitively," and it can also be used for communication with other Apple Watch users.

NFC and Apple Pay

Apple Watch includes support for NFC, which allows it to integrate with Apple's new mobile payment initiative, Apple Pay. According to Apple, the watch will be able to be used to make payments at retailers that accept Apple Pay.

The built-in heart rate monitor will be used to ensure secure payments through skin contact. When the Apple Watch is first put on the wrist, a user enters a PIN code to authorize Apple Pay. After that point, the watch monitors skin contact and if removed from a wrist (in the event of a theft, for example) the device is no longer able to make payments until the PIN is reentered.


The Apple Watch uses inductive charging, taking advantage of a Magsafe-style magnetic charger that snaps easily onto the back of the device.

Watch OS

Watch OS is an entirely new operating system that's designed to allow the Apple Watch to connect to the iPhone. Watch OS, which has taken design cues from iOS 7 and iOS 8, performs several different functions, including displaying the watch face, the home screen, full on apps, and notifications or quick information, which Apple calls "Glances."

The default view on Watch OS when the wrist is raised is the watch face, which offers the time and any other user-selected information. Swiping allows users to access Glances, which are essentially small bits of information that can be digested in a glance. For example, Glances might include the time of a user's next scheduled appointment or the current weather.


The home screen is accessed by pressing on the Digital Crown, and it displays all available apps in a cluster format (or "app neighborhood") that can be navigated with swipes or with the Digital Crown control. From the home screen, individual apps like the built-in Fitness or Workout programs can be accessed via a tap.

Apps on the Apple Watch are similar to apps available for the iPhone, but more limited. During Apple's keynote presentation, Messages was shown with options for quick replies and emojis rather than complete responses, while a Camera app functioned with the iPhone as a viewfinder.

Digital Touch

Social interaction is a cornerstone of Watch OS, and the various sensors and technological capabilities built into the Apple Watch allow for new ways of communication between users, mainly through a set of features Apple's named "Digital Touch."

With Digital Touch, users can send taps to each other or take advantage of the touch screen to draw and send simple sketches. Apple Watch has specially designed animated emoji, plus a list of pre-determined response messages (which improve over time based on user input) that can be used as text message replies. It's also possible to use the built-in heart rate monitor to send an actual heartbeat to another user, which is relayed through vibrations and a heart on the watch display, and there's a "Walkie-Talkie" feature for sending quick sound bites to friends.



There are two separate fitness apps installed on the Watch, each designed to track different fitness elements. The Activity app gives users an overview of their daily fitness levels, with three "rings" representing calories burned, exercise completed, and how often a break is taken from sitting. Fitness has a companion iPhone app to let users track trends over time.


A second Workout app displays real-time stats like time spent exercising, distance traveled, calories burned, and pace when working out. It encourages users to set, meet, and beat fitness goals, and over time, it is able to suggest new, attainable fitness goals and act as a digital personal trainer.


As might be expected from a device with limited space for user input, the Apple Watch includes Siri integration. Users will be able to ask Siri to perform many of the tasks the personal assistant is able to perform on the iPhone, such as sending messages, getting directions, or looking up information.

Siri can be activated by holding down the Digital Crown or raising a wrist and using the "Hey Siri" command.

Other Apps

For the most part, apps that have been shown off so far have been more limited versions of some of the apps available on iOS and OS X. For example, the included Messages app lets users dictate messages or select quick responses from pre-set options.

The Phone app, meanwhile, lets users conduct quick conversations that can be transferred to the iPhone, a car's speakerphone, or a Bluetooth headset, if desired. Incoming phone alerts can be silenced by covering the Apple Watch with a hand.


Phone, Mail, and Messages

Mail, another app present on Watch OS, will display incoming email messages. Users can read a message, flag it, mark it read/unread, or move it to trash, but will need to transfer to an iPhone to type a response. Other built-in apps:

- Calendar: Displays what's coming up next in a user's day, sends meeting reminders and allows users to accept calendar invitations.

- Maps: Lets users view current location and get turn-by-turn directions. Maps takes advantage of Taptic Feedback, delivering different vibrations for a left or right turn.

- Passbook: Like on the iPhone, Passbook stores boarding passes, tickets, loyalty cards, and credit cards. It's an integral part of Apple Pay.

- Music: Users will be able to control the music on their iPhones via Apple Watch and Apple Watch can also play music directly.

- Apple TV, iTunes: Apple Watch can serve as a remote control for both iTunes and the Apple TV, letting users navigate the interface with the watch.

- Camera/Photos: Apple Watch serves as a remote shutter for the iPhone's camera. It can display a live preview of what the iPhone sees, and snap the picture. Apple Watch also displays photos that are favorited on the iPhone in its Photos app.

- Clock: Similar to the iPhone's clock app, Apple Watch will have stopwatch, timer, and alarm functionality built in, along with a world clock.

- Weather: Apple Watch will allow users to see the weather in their immediate location or anywhere in the world. The app displays a detailed daily report and a weekly forecast.

- Settings: A Settings app serves as a hub to enable and disable various Apple Watch features, including Bluetooth, Do Not Disturb, and Mute. This app also lets users ping their iPhones to determine its location should it become lost.

Apple Watch will support third-party apps, allowing developers to create three distinct types of software for the device: "Actionable Notifications" that are essentially interactive third-party app notifications sent from the iPhone, Glances, which display quick bits of info, and full on apps that run either on the iPhone or on the Apple Watch itself.


Example of Actionable Notifications, Glances, and Apps


Watch OS, like OS X Yosemite and iOS 8, will support Apple's new Continuity features that allow the operating systems to integrate with each other in innovative ways. With Handoff, for example, users are able to shift tasks from one device to another with ease, so a phone call, message, or email can be transferred from the Apple Watch to a Mac or iOS device.


On November 18, Apple seeded an iOS 8.2 beta with WatchKit SDK to developers, allowing them to begin creating apps and content for the Apple Watch ahead of its release.

The WatchKit guidelines and documentation unveiled some new details about the Apple Watch, including specific screen resolution (312 x 390 for 42mm, 272 x 340 for 38mm), which is described by Apple as "Retina," the types of content developers can create, the different notifications available, and more. We created a video showcasing some of the facts we learned about the Apple Watch from the WatchKit info, which can be seen below.

One of the main takeaways from the WatchKit guidelines is that the Apple Watch will be very heavily reliant on the iPhone, which is likely an effort on Apple's part to keep battery usage to a minimum. Apps that run on the Apple Watch will be extensions of existing iPhone apps, primarily powered by the iPhone and with a user interface that extends to the watch. App developers won't even be allowed to create fully native apps for the device until later in 2015.

In fact, according to developers that have been working with WatchKit, feature access on the device is highly limited. Developers cannot access the Apple Watch's gyroscope, accelerometer, built-in speaker and microphone or Taptic Engine.

Along with apps powered by the iPhone, developers will also be able to create Glances and Actionable Notifications, which are also beamed to the Apple Watch from the iPhone. Glances are designed to give users quick read-only information at a glance, like weather, news, and sports scores, while Actionable Notifications let users take an action or respond to a notification, such as turning off the lights or accessing flight information.

There are two types of notifications on the Apple Watch, a "Short Look" where a notification is only briefly visible and a "Long Look" activated when a user raises their wrist. "Long Look" notifications are equivalent to Actionable Notifications, letting users respond to an incoming notification. For example, a user might receive a Short Look notification from Instagram when a new photo is posted, which morphs into a Long Look notification where an action like a comment or a like can be taken.

One other interesting tidbit about the Apple Watch is its new system wide font, called San Francisco. Apple designed San Francisco specifically for legibility on a small screen. It's able to shift somewhat based on size and action, becoming tighter to take up less space or looser so small letters can be read at a glance.

More information on the Apple Watch will undoubtedly come as developers begin creating experiences for the device based on the WatchKit SDK.

iPhone Companion App

The most recent iOS 8.2 beta (beta 4) included a reference to an Apple Watch Companion app for the iPhone, and it didn't take long for screenshots and details about the upcoming app to surface.

The Apple Watch Companion app will be installed on the iPhone to give users a way to access the settings of their Apple Watch devices, letting users control various features both for the watch itself and third-party Apple Watch apps.

Settings depicted in the leaked Apple Watch Companion app screenshots suggest the Apple Watch will be able to send a range of fitness reminders and notifications to people, and it will be able to receive alerts from Timers and Alarms set on the iPhone.

There's a feature that will allow users to choose a one to four letter monogram that will appear on the Apple Watch face, and the iPhone app will most notably allow users to organize and arrange the apps that are displayed on the Apple Watch screen.

Because the Apple Watch has no keyboard, it will be reliant on voice-based communications, using dictation and voice messages in iMessage and other text-based entry forms. The Apple Watch Companion app also confirms that the Apple Watch will feature its own storage, as an About Screen lists storage capacity alongside a number of stored photos and images.

Third-Party Apps

With the launch of the Apple Watch approaching quickly, developers have begun sharing some of the apps they're creating for Apple's new wearable device, giving us a look at some of the things the Apple Watch may be able to do.

For example, medical device manufacturer DexCom is creating an Apple Watch app that will display all of a user's glucose and blood sugar-related health data right on the wrist. The app will sync with an existing DexCom glucose monitor.


Apple CEO Tim Cook has said that he is "super excited" about the third-party apps being developed for the Apple Watch. "I think everyone's going to have their favorite thing, just like when the App Store came out," he said. "Remember the saying 'there's an app for that? There's an enormous number of things it will do."

Hands-On First Impressions

After the September 9 event where Apple debuted its new Apple Watch, attendees were invited to go hands-on with the device, giving an overall picture of the look, feel, and function of the device.

While most models on display were not running the actual WatchOS software, Jared Nelson from our sister site TouchArcade was able to get a hands-on walkthrough of a device working from an employee, as seen in the video below.

Initial impressions of the Apple Watch were highly positive, with The Verge saying the smaller watch model felt "very solid and surprisingly light," and the wrist strap was "supple" and comfortable to wear.


Engadget said that the bands for the watch had an "impeccable" build quality and were "comfy," while Gizmodo said that the device felt "significantly more premium" than competing watches from LG and Samsung. The site also praised the Digital Crown, saying "it feels like you're wearing a watch that just happens to be digital."


Marketing Efforts

In mid-February, Apple began inviting some developers to Cupertino to help them put the finishing touches on their apps to have content to show off both for marketing purposes and for the company's recently announced March 9 event.

The Apple Watch made its magazine cover debut in the United States in the March issue of Self magazine, gracing the wrist of model and Victoria's Secret Angel Candice Swanepoel. Along with being the first magazine in the U.S. to feature the Apple Watch, Self's Apple Watch cover and accompanying story mark Apple's first efforts to market the device to fitness enthusiasts.

Apple's new wearable was also featured in the U.S. version of Vogue Magazine, shown off in a 12-page spread that highlighted some of the various casing and band options, and it was seen in U.K. magazine Style.


In Hong Kong, the Apple Watch is being featured on the cover of fashion magazine East Touch and in a multi-page spread inside the magazine. The feature depicts a model wearing several different versions of the Apple Watch.

East Touch

Apple Watch feature in East Touch magazine

Ahead of Apple's February marketing efforts, the Apple Watch had only been shown off as a fashion accessory. In September, it was debuted at high-end French fashion boutique Colette, and in October, it was featured on the cover of Vogue China on the wrist of Chinese model Liu Wen.

In addition to marketing the Apple Watch heavily in magazines, Apple also appears to be preparing for the launch of several Apple Watch pop-up stores that will showcase the device, and there are plans in place to revamp many of its existing Apple Stores to accommodate the watch.

According to one source, Apple is planning to build a dedicated pop-up shop for the Apple Watch within high-end department store Selfridges in London, where it will be shown off amid a large selection of luxury jewelry and watch bands.

Wonder Room Selfridges

Selfridges luxury watch and jewelry section where the Apple Watch may be shown off

Apple is also working on an Apple Watch shop at Galeries Lafayette, a high-end department store in Paris. Construction on the stand has been ongoing since February, and is being done in secret under tarps. The Apple Watch stand is replacing a small food court and it spans four balconies within the Galeries Lafayette, near Celine Saint Laurent and Miu Miu.

Galeries Lafayette

Tarps covering rumored Apple Watch pop-up shop in Galeries Lafayette in Paris.

Though we're only heard whispers about two Apple Watch pop-up shops, it's likely Apple will open several all around the world in an effort to expose the Apple Watch to as many buyers as possible. We may be seeing similar pop-up shops in high-end malls and stores around the United States in the very near future.

It appears Apple is building an Apple Watch demo area in San Francisco outside of the Yerba Buena Arts Center, which will likely serve as a location where media persons who attend Apple's March 9 event can check out the Apple Watch. When it was announced last year, fully working Apple Watch prototypes were not available, so March 9 will likely be the first time reporters get to have hands-on time with an actual functional Apple Watch.

Pricing and Availability

Little information has been divulged about the Watch's price, but Apple has revealed that pricing will start at $349 for the entry-level device. When the Apple Watch was announced, Apple said it would launch in "early 2015." In January, Tim Cook narrowed down that release window stating that the Apple Watch will be released at some point in April.

In late January, Apple began asking select developers to have Apple Watch-compatible iPhone apps ready to launch by mid-February and towards the end of the month, Apple sent out media invites for a March 9 event. Apple's March 9 event is expected to see the official unveiling of the Apple Watch ahead of its April release. We'll likely get more details on information that's been previously unavailable, such as pricing and battery, and we'll learn when the device will go on sale. According to a reliable source that spoke to MacRumors, Apple is aiming to launch the Apple Watch in early April, possibly between April 6 and 10.

Rumors have suggested Apple has placed 5 to 6 million Apple Watch orders with its overseas suppliers. Half of those orders will be allocated to the entry-level Apple Watch Sport, 1/3 will be for the mid-tier Apple Watch, and the remaining orders will be for the Apple Watch Edition.

Launch Countries

There have been some questions about which countries the Apple Watch will launch in when it first becomes available, due to variable "early 2015" and "2015" wording on the U.S. Apple Watch site compared to international sites.

During a recent visit to an Apple Store in Berlin, Apple CEO Tim Cook confirmed that the device will be released in Germany in April, suggesting the Apple Watch may see a simultaneous release in several countries, much like the iPhone. First wave launch countries often include the United States, Canada, United Kingdom, France, Germany, Australia, Hong Kong, Singapore, and Japan. Beyond Germany, it is not confirmed which countries will get the watch in April.

It's also possible the Apple Watch will be released in the United States in early April, with a launch coming to other countries shortly after.

Future Updates

According to a report from The Wall Street Journal, Apple experimented with many health sensors that didn't end up in the first iteration of the Apple Watch due to problems with consistency.

Apple planned to include sensors that measured things like the conductivity of the skin and blood pressure, but the company was unable to get consistent results with the sensors and ultimately decided to scrap the technology. Regulatory problems were also a concern -- the more the Apple Watch can do, the more the U.S. Food and Drug Administration and other regulatory bodies will get involved in its production.

The health sensors that did not make it into the Apple Watch have not been abandoned. Apple may be planning to include these features in future versions of the device.

Apple Watch Timeline

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