Apple Watch breaks cover: the new category

The Apple Watch is real: after months of endless leaks and speculations about an 'iWatch', Apple unveiled the new Apple Watch to a crowd of tech and fashion journalists. The Apple Watch is a tech gadget with silicon humming under the hood, but it’s not one made for geeks - it has the stylish and fashionable looks that will appeal to ordinary people.

Apple chief executive Tim Cook made it abundantly clear that the Apple Watch is "an entirely new product ... We believe this product will redefine what people expect from its category."

First, let's break down the essential characteristics of the Apple Watch:

  • Rectangular display (with no round option) uses a bendable AMOLED panel
  • Comes in two sizes: 42mm and 38mm (diagonal)
  • Three editions: stainless steel, anodized aluminum, and 18-karat gold
  • "Digital Crown" jog dial on the side allows easy navigation
  • Brand new Watch OS with user interface tailored to the smaller screen size
  • Siri is on board
  • Sensors: infra-red and visible-light LEDs, along with photosensors, capable of detecting your pulse rate
  • A wide selection of bands

Touchscreen and navigation

The Apple Watch features a touchscreen that can also sense force via a new 'Taptic Engine', so it knows how hard you touch it and reacts differently. Apple calls the harder touch Force Touch and it basically acts as a right mouse click, showing otherwise hidden options. 

A lot of the navigation also happens via the new Digital Crown that is particularly useful for quick zooming in and out. It also acts as a button - press it and you go back to the main menu.


While we are used to smartphones and the benefit they bring to our daily lives, smartwatches are a brand new category that actually first has to convince us in all the added value it brings over a classic watch. Here is what the Apple Watch can do, and it's up to you to decide whether this is enough of a reason to make you switch to a smartwatch.

First, you have plentiful watchfaces that are hugely customizable and can be animated, you have quick access to your contacts that you can text with customizable emoji, plus if a contact of yours has and with gestures (but there is no on-screen keyboard), there's even a photos app with your latest pictures (and you zoom in and out using the crown). Next, you've got maps with navigation, so you can find your way around just by using the timepiece. Mapping and navigation are actually an area where Apple brings a lot of value with the taptic engine that vibrates differently to alert you discreetly when you need to turn left or right, so you know the correct direction without having to even look at a screen.

Apple is opening up access to the Watch via an SDK it calls 'WatchKit', so by the time the timepiece arrives, chances are that it will have some great third-party apps. Developers have already made use of it, and the major apps from services like Facebook and Twitter will come built right in the watch. Others have also jumped in: you have American Airlines, for instance, City Mapper, BMW, and many more.

We've actually summarized all the new functionalities of the Apple Watch right below, take a look.


The Apple Watch has been received with a very positive reaction in the community of watch enthusiasts. It's clear that Apple has done an outstanding job with the design of the timepiece, paying meticulous attention to the smallest of detail. Starting with the fairly universal rounded form that would appeal equally to men and women (some competitors even accuse it of being 'too feminine'), and finishing with the easy mechanism for the bands. Snapping different bands is easy and happens with just a click, not requiring any special tools.

The bands alone can be a topic of a separate discussion. Apple has done an outstanding job with covering for all tastes, and even bringing retro styles of bands like the Milanese loop that was fashionable in the middle of last century. A look at the classic link bracelet alone reveals the attention to detail that went into this - each link is engineered to fit with the other, and you can pop pieces out to adjust to wrist size. Apple has also specifically polished the style, and the upper chains differ in size, going larger as the watch connects with the chain links. You have leather, sports polyurethane bands, and so much more.

The Apple Watch "can be worn all day, in any occassion," according to Apple CEO Tim Cook. We take this as a hint that the battery will last a day.

Fitness and Workout

There are two apps on the Watch in particular that will try to push you into leading a healthier life. Both of them will integrate with the new HealthKit app and will give you health stats.

Unlike other simpler smartwatches that only measure step count, the Apple Watch actually breaks down activity in three types of exercises: Move, Exercise, and Stand. Each of these three category breaks down in a ring that your goal is to fill up by staying physically active. The goal is to motivate you to sit less and move more, arguably, the most important factor for a healthy living.

The killer feature for 9 to 5 office workers, however, might be the fact that the Watch detects whether you have been stationary in the last hour and urges you to stand up for at least a minute every hour. A little something that can have a huge impact on your health.

Apple Watch price and release date

The Apple Watch is only getting officially announced today, but will arrive on the market in early 2015. 

There will be three variants coming: the Apple Watch (made of stainless steel), Apple Watch Sport (using anodized aluminum), Apple Watch Edition (with 18-karat gold). The price is set at $349 for the basic model, but we are hearing that this starting price might actually differ hugely from the price of the other, more premium Apple Watch models. The 18-karat gold watch for instance, is said to be made of solid gold, and estimations are that it might carry a price tag of over $5,000. This is an unheard of price when we speak about smartwatches, but Apple never even mentions the word smartwatch, and clearly positions the Apple Watch as a rival to classical timpieces where equivalent materials carry tens of thousands of dollars in price.

Further reading: All there is to know about the Apple Watch



1. ArtSim98

Posts: 3535; Member since: Dec 21, 2012

Might be the best smartwatch, but I still wouldn't get it instead of a mechanical watch. Not just yet. Maybe never. I don't really even want to as of now.

15. Ashoaib

Posts: 3309; Member since: Nov 15, 2013

is it a paid coverage?... everything is on the top in PA, segregated in a very nice and organized manner... I havent seen a coverage like this for other oems during IFA

21. ArtSim98

Posts: 3535; Member since: Dec 21, 2012

True. Quite possibly lol.

31. Finalflash

Posts: 4063; Member since: Jul 23, 2013

Doesn't matter, making giant hideous phones and watches that visible doesn't help Apple in the least.

96. james1

Posts: 97; Member since: Mar 16, 2013

Hideous and cost $349 - just for the "basic" model. The title says "new category" but forgot to mention that the category is in the trash!


Posts: 2315; Member since: Jul 30, 2011

Of course, this is PhoneArena, i, paid and biAssed all the way. Although, that iMickey Mouse watch has pegged my interest.

114. sgodsell

Posts: 7605; Member since: Mar 16, 2013

When I saw that Mickey Mouse watch face. Then I said to myself, that I am going to add that on my Android Wear watch. I started to write a watch face like that one.

101. MpowerSkills

Posts: 47; Member since: Feb 19, 2011

Thats because more people are excited about this.

102. cheetah2k

Posts: 2300; Member since: Jan 16, 2011

$349 for the basic model woah... overpriced like everything Apple. Moto 360 FTW

104. cheetah2k

Posts: 2300; Member since: Jan 16, 2011

Is it waterproof?????? Nothing mentioned

16. AnTuTu

Posts: 1622; Member since: Oct 14, 2012

Wish it could work with Android no thanks Apple I'll get my Moto 360

23. Ashoaib

Posts: 3309; Member since: Nov 15, 2013

wow... now apple want to compete with samsung for ugly designs? but samsung has already taken a uturn by coming up with a very classic and sturdy note 4

86. InspectorGadget80 unregistered

call it hideous

103. cheetah2k

Posts: 2300; Member since: Jan 16, 2011

Looks similar to the LG watch...

26. doejon

Posts: 411; Member since: Jul 31, 2012

its ugly lol even the gear s looks better and moto 360 kills it hands down

40. Ashoaib

Posts: 3309; Member since: Nov 15, 2013

gear s is way much better.... well, moto 360 along with lg G are the only watches which doesnt look like watches of school going kids

48. nodes

Posts: 1163; Member since: Mar 06, 2014

have fun with your scratched 'smart' watch.

58. Ashoaib

Posts: 3309; Member since: Nov 15, 2013

halucinations? I dont have a smart watch yet.... :p

91. Commentator

Posts: 3723; Member since: Aug 16, 2011

"Have fun with your scratched 'smart' watch." You know Apple's hit a new low in innovation when their fans' go-to insult revolves around the material used in a watch-face...

115. sgodsell

Posts: 7605; Member since: Mar 16, 2013

The thing is the Sapphire glass is only offered on the higher end Apple Watches and not the Aluminum Apple Watch Sport with a rubberized band. Oh and that version is the one that starts at $349.

55. hassoups

Posts: 473; Member since: Jun 06, 2013

dies this look like an ipad with bands or am i the only one seeing it?

88. InspectorGadget80 unregistered

and the LG R round watch is sexier and prettier than this crap

28. SuperAndroidEvo

Posts: 4888; Member since: Apr 15, 2011

Yeah the Moto 360 is just better looking. +1

69. LikeMyself

Posts: 631; Member since: Sep 23, 2013

Fugly as hell this iWatch and I'm being polite!! Some people like this?? No wonder Samsung sells tons of phones(Except the Note line which is great). Duck them Moto! They deserve it! Moto 360 all the way! Not waterproof! F* you Apple!!

100. maier9900

Posts: 272; Member since: Dec 17, 2011

"wish it could work with Android"??? - Does the Moto 360 work with iOS?, WOW, i didnt know that. I think i'll get a Moto 360. lol

37. frydaexiii

Posts: 1476; Member since: Dec 01, 2011

I've never saw gadgets that needed to be linked to another ever necessary. Just like Bluetooth headsets years ago, smartwatch will probably die out soon too, unless they can make the battery last at least a week. Also, the iWatch just looks like a gwatch that was left in the oven too long...Guess I'll be getting one of the round smartwatches if I ever pick one up.

63. timelord

Posts: 8; Member since: Aug 18, 2014

Uh, when did bluetooth headsets die out? Cause nobody has told myself or my customers that............ Lol.


Posts: 456; Member since: Nov 19, 2011

Look away, I'm hideous

105. steedsofwar unregistered

Best smartwatch? How? Just based on design, this watch is a #fail. It resembles a little girls trinket. Then display is too small. The spinning cog/wheel is placed too high. Priced too high. I had high hopes that Apple would set a standard for smartwatch design. Moto did a sterling job, then LG and then Samsung. SMH

107. medtxa

Posts: 1655; Member since: Jun 02, 2014

Hate to admit but that design and material choise is superior to any android smartwatch.

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