Apple debuts Apple Watch

Apple Watch in stores on April 24, high-end version costs $10,000.

SAN FRANCISCO, CALIFORNIA, UNITED STATES (MARCH 09, 2015) (REUTERS) – Apple Inc will begin selling its new watch in stores on April 24, with the high-end model starting at $10,000, the company said, rolling out its first new product in five years in a bid to extend its preeminence in mobile devices.

“Apple Watch is the most personal device we have ever created. It’s not just with you, it’s on you. And since what you wear is an expression of who you are, we designed Apple Watch to appeal to a whole variety of people with different tastes and different preferences,” said Apple Chief Executive Tim Cook said on Monday (March 9), at a company event in San Francisco.

The Apple Watch sport will start at $349 for the smaller, 38-mm model. The standard version of the watch will start at $549 and the high-end “Edition” watch will be priced from $10,000, Cook said.

The different versions of the watch feature different materials for the case: the “Edition” version comes in 18-karat yellow or rose gold, for instance.

Apple’s event had a high glam factor with supermodel Christy Turlington, who appeared alongside Cook to discuss how Apple Watch helped her during a recent trip to Tanzania for charity.

“This is my fashion favorite, I have to say. I’ve been using the rubber band mostly for my training and my racing. This is my chic one,” said Turlington, of her modern blue Apple Watch.

She also told the audience of how she is using Apple Watch for her first marathon in 8 weeks.

“In about 8 weeks, I’m going to be running my first race, my London version money marathon in the UK, it’s like the biggest marathon and I’m hoping to beat my record and come in just under 4 hours and Apple Watch is going to help me get there,” said Turlington.

The Apple Watch will allow users to use functions currently associated with the iPhone, which tethers wirelessly to the watch and connects it to the Internet. For instance, Uber cars can be contacted from the watch. The watch will track exercise, remind wearers of events with a tap on the wrist, and make calls through the tethered phone, since the watch has a built in speaker and microphone.

“We continue to innovate, we continue to push forward, all of our energy is on making the best products in the world that empower people, that enrich their lives. This is what Apple is all about, and this is what everyone in Apple focused on,” Cook told the audience before closing the event.

Apple shares trimmed earlier gains and were nearly flat in mid-afternoon trade on Nasdaq.

Pre-orders for Apple Watch will start on April 10, and the April 24 launch will include stores in the United States, China, Japan and six other countries.