If you stopped wearing a watch years ago, Apple thinks you might change your mind once that watch becomes your wallet, your hotel key, your fitness tracker and yes, a pretty cool piece of jewelry. Just like your smartphone, the company's willing to bet the Apple Watch will become something you simply can't live without.
Model Christy Turlington Burns is among the first users of the Apple Watch.
While talking with CEO Tim Cook on stage, the model gestured to her the blue Apple Watch on her wrist and said, "This is my fashion favorite, I have to say."
"They're really pitching the fashion aspects of this," said CNET News Senior Writer Shara Tibken. "That it's not just a computer, it can do these million different things but it also is fashionable."
Sold in two sizes, three materials, and a dizzying array of straps and bracelets, Apple has built new glass-topped tables to show off the watches in stores.
And to the nagging question of battery life, Cook said, "During a typical day, you can expect 18 hours. So that works for most people, I think."
But on price, it's complicated.
"The Apple Watch Sport starts at only $349," Cook said.
For example, a black 42mm Apple Watch Sport rings in at $399, and it's one of the more affordable options. Other versions of the Apple Watch are priced all the way up into the five-figures.
"There will be limited quantities of the Apple Watch Edition," Cook said. "It is priced from $10,000."
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The solid gold version works just like the others, with lots of apps by developers who had to use computer simulators instead of real watches.
"It's always better to see things in action, in real life," said Moovit Marketing Vice President Alex Torres.
Even accessory makers have had to 3-D print pretend watches.
"Get the dimensions, get some guesses, really to get close to develop the product, we couldn't test it," said Premium One Stand inventor Michael Schoening.
But third parties could make the watch great. Including big ones, like Salesforce.
"I need to approve a deal, I can now get that information and approve the deal right from my wristwatch," said Salesforce Business Development Director Lindsey Irvine."
Then work out the details on this tiny new MacBook.
"You could see Tim Cook holding it onstage but until you actually see it in person, it's very small," Tibken said.
And when you get home, turn on HBO. For $15 a month, you can now stream it on Apple TV, even without cable.
Like the Mac and the watch, it's available next month.
When asked if he has a prediction for how many watches he'll sell, Cook answered, "I'm not predicting today, but I'm really confident."