These various models are basically different finishes on the watch -- raw aluminum, polished gold, stainless steel.
Ive: Creating beautiful objects that are as simple and pure as fucntional has always been our goal at Apple
Ive: We've designed Apple Watch as a whole range of products.
Ive: I think we're now at a compelling beginning, actually designing technology to be worn, to be truly personal
Big, big applause. Tim Cook takes the stage again.
Cook is smiling and clapping just like everyone else.
Cook: We've been working on Apple watch ... (and then he gets cut off b/c of applause)
Cook: We've been working on Apple Watch for a long time, and we assembled an amazing team to do so
I'd be curious to know just how long... surely years, but how many?
Kevin Lynch, an Apple VP, is coming up to give us a demo.
Cook: It covered every discipline in Apple. Kevin Lynch, vice president, led software effort. He's going to give us the first demo
Lynch was the former CTO of Adobe
Kevin's walking us over to a few watches that are connected to the projector.
He pressed the crown, which pops out to the apps display, a big mesh of icons.
You swipe on the screen to pan through the apps.
You can rotate the crown further to zoom out further. Tap to zoom in closer, then tap on the icon you want.
All of Apple's rivals have gotten into wearables. Samsung, Apple's archrival, has introduced six smartwatches over the past year in an effort to define the market
We're seeing a watchface now, what looks like an aviator design with that Swiss hand.
The app-navigation is unique. No other smartwatch currently makes swiping/finding apps easy.
Despite the push by tech companies, sales of wearables are believed to be weak. In the US, Europe, China, Japan, and Australia, less than 1 percent -- or 0.81 percent -- of consumers own a smartwatch, according to a study by Kantar Worldpanel ComTech.
Of global smartwatch owners, 51 percent have strapped on a Samsung device, 17 percent use Sony, and 6 percent own a Pebble smartwatch, the research firm said.
You can swipe through watchfaces, just like you'd expect.
Rotating the crown can be used to change the colors of watchfaces as well.
So far, smartwatches on the market haven't really had compelling reasons for consumers to buy them. They've tended to do notifications and track fitness.
Apple, who also wasn't first to market with a digital music player, smartphone, or tablet, has an opportunity to do what it's done in the past: come out with an elegant, easy-to-use device that showcases why it's a must-have.
customized watch faces...reminds me of what some other smartwatches try for, but not many allow deep face adjustments.
We're seeing the astronomy face, which shows a globe showing your current location. He just tapped on the moon and it zoomed in over there.
Tony Ursillo, a technology equity analyst and portfolio manager at Loomis, Sayles & Co, a Boston-based firm that invests in Apple, told me last week that the functionality offered in smartphones on the market is more of a luxury, not a must-have. “It’s on Apple's shoulders to prove that the wearable they're bringing out is more of a necessity than a luxury,” he said. “You're not going to get a billion people buying a health band or a smart wristwatch for [notifications and similar features]."
You can even go forward in time and see the moon phases.
Estimates vary on the potential size of the wearables market, with some analysts predicting it to soar and others forecasting its demise.