You know, it's driven Apple from the beginning
this compulsion to take incredibly powerful technology,
and make it accessible,
relevant,
and ultimately, personal.
We've designed a range of products so personal,
you don't put them on your desk
or in your pocket.
You wear them on your wrist.
We conceived, designed, and developed Apple Watch
as a completely singular product.
You can't determine a boundary between
the physical object and the software.
We're introducing an unparalleled level
of technical innovation
combined with a design that connects with the wearer
at an intimate level to both embrace individuality
and inspire desire.
The watch senses that you're raising your wrist
and then activates the display.
You see an organization of apps that while new,
is somehow familiar.
Navigation is fluid and vital.
Magnifying content on a small display
is fundamentally important.
So we've developed a whole new interface
specific to the challenges
associated with a product this small.
The digital crown is a remarkable input device.
It fluidly zooms into apps.
It enables nimble, precise adjustment.
And, critically, you can use it
without obstructing the display.
It's also the Home button.
Apps are designed for lightweight interaction.
Smart Replies and dictation
let you respond quickly to messages.
Glances let you swipe through information efficiently.
And pressing the button below the digital crown
instantly shows you friends
you can contact in just seconds.
And with Digital Touch, we've developed an entirely new way
for you to connect intimately with others.
You can get someone's attention with a gentle tap.
You can send a quick sketch,
or you can even share something as personal as
your own heartbeat.
These are subtle ways to communicate
that technology often inhibits, rather than enables.
These apps all take advantage of the flexible Retina display.
It's been laminated to a machined and polished
single crystal of sapphire
that's the second hardest transparent material
after diamond.
In addition to the digital crown,
we've had to invent other input technologies
designed specifically for a product this small.
So as well as sensing touch,
the display also senses force
quite literally adding a new dimension
to the user interface.
Tiny electrodes around the display
recognize the difference between a tap and a press.
This provides instant access to a whole range of
contextually specific controls.
For the first time, and with great intention,
we've designed not only what you see,
but also what you hear and feel.
We've developed a linear actuator
that provides taptic feedback to complement your interactions.
This Taptic Engine
combined with the audio feedback
from our water resistant speaker
creates a discrete and nuanced experience.
At the heart of the watch is a custom designed chip
that integrates many subsystems into one
remarkably compact module,
which is then completely encapsulated
to protect the electronics.
It's essentially miniaturizing an entire computer system
onto a single chip.
The Zirconia back has four sapphire lenses.
Infrared and visible-light LEDs, along with photosensors,
detect your pulse rate.
Using its gyroscope and accelerometer,
and the GPS and Wi-Fi from your iPhone,
the watch provides a comprehensive picture
of your daily activity.
This allows it to establish and suggest goals
and reward fitness milestones.
The back crystal also houses a unique charging solution
that combines our MagSafe technology
with inductive charging.
Completely sealed, it requires no alignment
or exposed contacts.
Apple Watch is incredibly accurate
it uses multiple technologies, keeping time to 150ms.
We have worked closely
with horological experts from around the world
to help us understand the cultural and historical
significance of timekeeping,
and this has profoundly informed our design.
We know that wearing something all day, every day
becomes as much about personal preference
and self-expression
as functionality.
So we've designed
a range of watch faces.
You can personalize both their appearance
and their capability.
Personalization extends way beyond the interface.
We have designed six different straps
and a mechanism that makes the straps
easily interchangeable with a refinement and precision
that's born of functionality.
The Sport Band, in a range of bold colors, is made from
a tough, durable, sweat and chemical-resistant
high-performance elastomer.
The Leather Loop comes in a soft, quilted leather
that conceals magnets for fastening and adjustment.
We've used traditional leather
but in a new sports context
that's designed for optimum comfort.
The supple, handcrafted leather Modern Buckle
closes with a solid metal clasp
and wraps symmetrically around the wrist.
The simple leather classic buckle
references traditional watch vocabulary.
And the stainless steel Link Bracelet
has a slim deployment clasp
that is contained within a 2.6mm band.
The Milanese Loop is crafted from a fluid,
flexible stainless steel mesh with a magnetic closure
that has an elegant simplicity and is infinitely adjustable.
Of course, we knew one size wouldn't fit everyone,
so we've also developed a smaller watch
with matching smaller straps.
From different cases and straps,
we've actually created three distinct collections:
The first, Apple Watch, features a polished case
made from a custom alloy of stainless steel.
The Sport Collection has an Ion exchange cover glass
and an anodized aluminum case
that is 60% stronger than standard alloys,
and yet it's incredibly light and durable.
Apple Watch Edition is made from 18-karat gold
that our metallurgists have developed to be
up to twice as hard as standard gold.
Creating beautiful objects that are as simple and pure
as they are functional
well, that's always been our goal at Apple.
We designed Apple Watch as a whole range of products
enabling millions of unique designs
unparalleled personalization,
both in appearance and capability.
I think we are now at a compelling beginning
actually designing technology to be worn...
to be truly personal.