Cook: We thought not only of the function but the way it looked
Interesting that Cook hasn't confirmed this is a touchscreen device just yet...
Cook: We're now going to hear about the design story through a video featuring Jony Ive
Jony Ive now talking about the device.
. Ive, who helped design some of Apple’s iconic products including the iPod, iPhone and iPad, was in charge of hardware design until Cook expanded his job to include the look and feel of software in 2011. His first design was for the candy-colored, all-in-one iMac.
Ive: We've designed a range of products so personal you don't put them on your desk or in your pocket. You wear them on your wrist
Cool music in the background, an infinite white wall, impossibly clean gadgets hovering in space.
Ive: We designed and conceived Apple watch as a singular product
Another glimpse at that sensor on the back, but no mention of it just yet.
Ive: We're introducing an unparalleled level of technical innovation combined with a design that connects with the wearer
By the way, we're just crossing into the second hour of this event. How you doing? Coffee supplies running low? Hang in there, folks, still lots to learn.
Ive: The watch sense that you're raising your wrist and activates the dsplay
Ive: Magnifying content into a small display is fundamenal. New interface to address screen this small
Getting into wearables is a big move for Apple. It shows the company’s still an innovator, and there are high hopes Apple can accomplish what no other smartwatch makers have been able – finding reasons consumers have to have the devices.
We're seeing the "digital crown" used for selecting dates, sliding through lists, and going back home. Maybe this isn't a touch device at all...
Ive: The Digital Crown is also the Home button
Cook's only comments about the wearable market before today came at an industry conference last year, where he said that no company had yet come up with a compelling wearable device. "There are lots of gadgets in this space right now, but there's nothing great out there," Cook said. "There are a lot of problems to solve in this space. ... It's ripe for exploration." His only hint at what Apple might be working came when he dismissed smartglasses and said, "I think the wrist is interesting. The wrist is natural."
Okay, there we go, you can "swipe through information efficiently" -- that seems to imply touch.
Yes, indeed, it's a touch device.
Ive: Pressing the button below the digtal crown shows friends you can contact. Digital touch - you can get someone's attention with a gentle tap, you can send a quick sketch, or you can even share something as personal as your own heartbeat
Ive: These are subtle ways to communicate that technology often inhibits instead of enables
Ive: These apps all take advantage of the flexible Retina display. Sapphire
Considered the third-hardest mineral, sapphire -- or synthetic sapphire in the case of smartphone screens -- is seen by many as a sort of holy grail for phones because it's difficult to break and nearly scratch resistant.
Sapphire already is used in most of the world's premium watches, and Apple included the harder glass in the iPhone 5S to protect both the home button (which contains the fingerprint sensor), as well as the device's camera.
Analysts say Apple has secured the bulk of the world's sapphire for use in mobile devices through its $578 million investment in manufacturer GT Advanced Technology. Together, the companies opened a new facility in Mesa, Ariz., to build the screens.
Ive reminds that sapphire is the second hardest clear surface, behind diamond. Slightly impractical watch surface, that.
Ive: Tiny electrodes around the display recognize the difference between a tap and a press
The display is indeed flexible, but the watch itself isn't.
Ive: For the first time and with great intention, we've designed not only what you see but also what you hear and feel. Haptic feedback to complement actions
And yes, there is a heart rate monitor in there, which appears to be real-time.
There's a speaker in the device, and a custom chip, called the S1.