Health and luxury take focus at Apple Watch launch | M&M Global

Health and luxury take focus at Apple Watch launch

Apple finally launched the eagerly-awaited Apple Watch device on Monday (9 March), the tech giant’s first significant move towards positioning itself as a technology-based luxury brand.

Apple Watch

Speaking at the company’s ‘Spring Forward’ event in San Francisco, Apple CEO Tim Cook revealed certain details about the pricing and availability of the Apple Watch, which he left out in his initial announcement of the device back in November.

The Watch will feature a battery life of up to 18 hours, and will go on sale on 24 April. It will initially be sold in the UK, US, Australia and China.

There will be three versions made available – the Sport, Watch and Edition. The sport will start at $349 while the high-end Edition model will cost around $10,000, due to it being made of rose or yellow 18-carat gold. A number of different straps will also be made available. The high-end fashion element has no doubt been included as a result of former Burberry CEO Angela Ahrendts being brought in last year as senior vice president of retail and online sales.

The Apple Watch will need to be connected to an iPhone via Bluetooth, and will enable the user to send messages, read emails and answer calls to their iPhone directly from their wrist.

Apple is also making health a key selling point for the device. The Watch will be able to track heart rate and physical activity.

“We make products that enhance people’s lives, and the Apple Watch carries that to a new level. [It] tracks your daily movement, and it even reminds you if you’ve been sitting too long.

“It’s like having a coach on your wrist,” said Cook.

As expected, a number of apps are already being made to work with the Apple Watch including to-do list app ‘Todoist’ which is already available on the iPhone. Popular music app Shazam will be made available, along with social networking apps Instagram and Twitter.

BMW has also created an app that will work with owners of its i8 and i3 owners, allowing them to locate their cars and open their doors using the device.


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