Photos Reveal Secrets Behind Apple Watch Retail Display Units

In its retail stores, Apple uses special Apple Watch display units to allow customers to test the Apple Watch ahead of making a purchase. The units, which have been available in stores since try-on appointments began on April 10, combine a functional Apple Watch (secured to prevent theft) with an iPad mini that gives details on various aspects of the device.

Apple Watch Demo
Most of us probably haven't stopped to wonder about how these units work, but new Brazilian regulatory documents and images shared by Blog do iPhone [Google Translate] give us a fascinating inside look at how Apple engineered the display units.

According to BlogdoiPhone, Apple Watches inside the display cases have special bands that incorporate a Lightning cable, which plug into the case to connect to the iPad. When an app is opened on the Apple Watch, this connection relays data to the iPad on what's being viewed, letting the screen display additional information about each feature.

applewatchlightningband
The specialized Lightning port band connects to the hidden 6-pin diagnostic port on the Apple Watch, using it to establish a connection between the watch and the case. It is not clear if the diagnostic port connection also allows the Apple Watch to charge, either through the iPad or through a battery built into the unit, but such a function would explain how the Apple Watches manage to stay powered through a full day of continual usage by customers.

applewatchdisplayunitunderneath
One side of the unit also includes a USB-Type C port or a Lightning port, which we have previously heard is used to charge the entire unit on a nightly basis, so it's possible there's a built-in battery that powers both the iPad display and the Apple Watch during the day.

displayunitusb
It is not known if the Apple Watches used in the display units are identical to retail Apple Watches aside from the bands or if they are custom built with extra functionality, but there has been speculation that the Apple Watch can charge through the diagnostic port. Specifically, the engineers behind the Reserve Strap accessory in the works for the Apple Watch have said they have confirmed the port can be used for charging.

Apple recently introduced band design guidelines for third-party accessory manufacturers, and while the guidelines say bands must not integrate magnetic chargers, there's no mention of the diagnostic port, leaving its full capabilities largely a mystery. On watches delivered to consumers, the 6-pin diagnostic port is hidden behind a cover that resembles the SIM slot on an iPhone 6.

The Brazilian Agency of Telecommunications (or Anatel), where the documents and images originated, has approved the Apple Watch and the in-store display units, suggesting Apple is gearing up to begin selling the Apple Watch in additional countries in the near future.

Related Roundup: Apple Watch 10
Buyer's Guide: Apple Watch (Neutral)

Popular Stories

iOS 19 visionOS UI Elements

iOS 19 to Have Some of the 'Biggest' Design Changes in iPhone's History

Sunday March 16, 2025 10:35 am PDT by
Apple is planning some of the "biggest iOS and macOS redesigns in its history," according to Bloomberg's Mark Gurman. In his Power On newsletter today, Gurman reiterated that iOS 19 will have a visionOS-like design with more transparent interfaces:The new interfaces will adopt the design principles introduced in visionOS, the software for Apple's Vision Pro headset. That includes greater...
airpods pro 2 gradient

AirPods Pro 3 Launch Now Just Months Away: Here's What We Know

Tuesday March 11, 2025 3:26 am PDT by
Despite being released over two years ago, Apple's AirPods Pro 2 continue to dominate the wireless earbud market. However, with the AirPods Pro 3 expected to launch in 2025, anyone thinking of buying Apple's premium earbuds may be wondering if the next generation is worth holding out for. Apart from their audio and noise-canceling performance, which are generally regarded as excellent for...
iphone 17 pro asherdipps

iPhone 17 Pro Max Rumors Allegedly Refer to 'iPhone 17 Ultra' Model

Friday March 14, 2025 7:56 am PDT by
If you've been following iPhone rumors over the last few years, you may remember reading reports that Apple flirted with the idea of introducing a super high-end "Ultra" model that would either replace its Pro Max device or sit above it in Apple's smartphone hirearchy. These reports appeared in the pre-launch iPhone 15 and iPhone 16 rumor cycles, but ultimately came to nothing. Now though, the...
iPhone 17 Air Size Feature

Ultra-Thin 'iPhone 17 Air' Rumored to Include These 12 Features

Saturday March 15, 2025 10:50 am PDT by
While the so-called "iPhone 17 Air" is not expected to launch until September, there are already plenty of rumors about the ultra-thin device. Overall, the "iPhone 17 Air" sounds like a mixed bag. While the device is expected to have an impressively thin and light design, rumors indicate it will have some compromises compared to iPhone 17 Pro models, including only a single rear camera, a...
Bent iPhone Air Feature

Apple Canned Larger iPhone 17 Air Model Over Fears of Bendgate 2.0

Monday March 17, 2025 4:07 am PDT by
Apple prototyped a larger ultra-slim iPhone 17 Air with a 6.9-inch display, but ultimately decided not to go ahead with the device because of fears that it could be susceptible to bending, according to a new report. Bloomberg reporter Mark Gurman, writing in his latest Power On newsletter: When it first started work on the phone, it prototyped a device with a 6.9-inch screen — matching...
iphone 16 pro models 1

Apple's First Foldable iPhone Estimated to Cost Nearly Twice as Much as iPhone 16 Pro Max

Monday March 17, 2025 6:42 am PDT by
In an investor research note today with British bank Barclays, analyst Tim Long said Apple's first foldable iPhone could have a starting price in the $2,300 range in the United States, which would make it by far the most expensive iPhone model ever. If the first foldable iPhone starts at $2,299, that means it would cost nearly twice as much as the iPhone 16 Pro Max, which starts at $1,199. ...
iPhone 17 Air Size Feature

'iPhone 17 Air' Rumored to Start at $899 With Surprisingly Good Battery Life, Camera Control, and More

Sunday March 16, 2025 9:05 am PDT by
Bloomberg's Mark Gurman today shared some new details about the rumored iPhone 17 Air. In his Power On newsletter, Gurman said he was told that the device may start at roughly $899 in the U.S., which means that it would occupy the same price point as the iPhone 16 Plus. This would make sense, as it has been widely rumored that the Air model will take over the Plus model's spot in the iPhone...
apple surveyor app

Apple Launches 'Surveyor' App for Apple Maps Data Collection

Friday March 14, 2025 10:38 am PDT by
Apple today launched a new app called Surveyor, which is designed to allow users to collect data like images of street signs and roadside details to improve Apple Maps. The app is not public facing and appears to be for use with companies that Apple partners with to assign mapping tasks. Downloading the app and opening it up directs users to "Open Partner App" to choose a task. Tapping on...
iphone 16e usb c feature

'iPhone 17 Air' is Step Towards Slimmer iPhones Without USB-C Ports

Sunday March 16, 2025 9:36 am PDT by
Apple considered launching the iPhone 17 Air without a USB-C charging port, according to Bloomberg's Mark Gurman. In his Power On newsletter today, Gurman said that while Apple ultimately decided against making the iPhone 17 Air its first iPhone model without a charging port, the idea is still on the table for future iPhone models. He said the iPhone 17 Air will "foreshadow a move to...

Top Rated Comments

JCrz Avatar
128 months ago
Apple definitely still hasn't shown their full hand with Apple Watch.

I think we can expect to see more significant developments this year.

I disagree. Future generations will be bigger with less features, worse battery life, and a black & white screen.
Score: 36 Votes (Like | Disagree)
n8cousins Avatar
128 months ago
This is surprisingly pretty interesting. I love these kinds of articles. Thanks MacRumors!
Score: 11 Votes (Like | Disagree)
spotlight07 Avatar
128 months ago
I assumed magic.
Score: 11 Votes (Like | Disagree)
paradox00 Avatar
128 months ago
Everything article keeps calling this a diagnostics port. I can tell you from first hand experience that its not. My watch was experiencing issues with the gyro. When I took it to the genius bar, the Apple Genius connected my phone to the store wifi, entered something into his iPad, and all of a sudden my watch started running diagnostics through the store wireless. After seeing this, I believe that port was designed from the start simply for use in the store displays using that special band.

It's been known that it's not used for day to day diagnostics, but wifi is pretty useless if you have a bricked watch that can't connect to wifi. You always need a physical connection available.
Score: 10 Votes (Like | Disagree)
jpgr15 Avatar
128 months ago
Finally, I'll be able to sleep at night.
Score: 9 Votes (Like | Disagree)
b0nd18t Avatar
128 months ago
Cleareyes- if Apple only had the port there because of a few hundred display demo units, I'm pretty sure it wouldn't be included in millions of retail units because they were too lazy to take it out.
Score: 7 Votes (Like | Disagree)