Apple made its case for consumers to buy its forthcoming smartwatch, positioning the device as a way to handle the brief interactions that fill our days, from meeting reminders to short messages to calling for a car.
Other technology companies have introduced smartwatches in recent years, but they've failed to gain widespread adoption because consumers struggled to find a compelling use for the devices.
Apple hopes to change all that with a tool that presents users with bite-size chunks of information and saves people from the hassle of reaching into a bag or pocket for a phone, while offering new ways to communicate through taps and vibrations.
Apple Watch can be an incredibly rich and an integral part of your life, chief executive Tim Cook told a media briefing in San Francisco. Apple Watch is the most personal device we have ever created.
Apple said thousands of apps had been developed for the watch, and showed off apps from WeChat, Major League Baseball, American Airlines, Instagram and Uber.
Apple said the watch will be available in a wide range of designs and prices, from $US349 to $US17,000 for gold-cased versions of the most expensive model, Apple Watch Edition. Apple said the variety aims to reflect the personal nature of the device.
For the Apple Watch Sport with an aluminum casing, Apple said prices will start at $US349 to $US399 depending on the size of the face. The stainless steel Apple Watch starts at $US549 to $US599. The high-end Apple Watch Edition starts at $US10,000, making it one of the most expensive products Apple has ever sold.
至于铝金属表壳版的Apple Watch，苹果表示价格将根据手表表面的设计定在349美元至399美元。不锈钢表壳则从549美元至599美元不等。而Apple Watch Edition为定制版，从1万美元起，成为了苹果公司史上售价最高的产品。
The watch will go on sale on April 24 in nine countries, although the company will start accepting pre-orders on April 10. Apple said the watch will have 18 hours of battery life and will be able to conduct phone calls.
Apple Watch is the company's first all-new product since it introduced the iPad in 2010. One of the biggest questions hanging over Apple's incredible success is whether it is sustainable as the company branches into new corners of the electronics world.
Apple Watch 是苹果公司继2010年的iPad后首款全新的产品。苹果公司之所以获得如此惊人的成功，其中最大的问题就在于是否能够保持公司在电子科技世界领域的可持续发展。
The smartwatch market is still nascent. A slew of competitors from established names like Samsung Electronics, and LG Electronics to lesser-known startups like the Pebble and Fitbit have introduced offerings aimed at creating demand for wearable devices, but most have failed to gain momentum.
As it did successfully with the iPhone and iPod, Apple is trying to re-define a new product category with a sleek and thoughtful device. For Mr Cook, it also is a chance to prove that Apple can still produce the types of breakthrough products that defined the company under his predecessor, Apple co-founder Steve Jobs.
In addition, the company unveiled a new 12-inch MacBook that Apple calls its thinnest ever with a battery that can last all day. The device weighs two pounds and also will be available in gold. Prices start at $US1,299, and it will start shipping April 10.
At the event, Apple also showed off new software called Research Kit, which will help researchers and medical practitioners gather and organise patients's medical data through the iPhone.
The kit will be released next month. Apple said all data would be private and that the company wouldn't see it.
Marketing the Apple Watch, meanwhile, won't be as simple as marketing past Apple products. The iPod was a way to carry a music collection in your pocket. The iPhone was a mobile phone plus internet device, with a revolutionary touch screen. Apple sold the iPad as a simpler way to browse the web, view photos and watch videos.
Still, analysts expect Apple's brand appeal and the company's loyal customers to make Apple Watch the most successful wearable device on the market.