Cook: It can be worn all day or any occasion. It's as much about personal technology as it is about style and taste.
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