Cook: With the Mac we introduced the mouse to make navigation simple. Clickwheel on iPod allowed users to scroll through thousands of songs. With iPhone, multitouch gave us the ability to interact with a beautiful canvas of photos of videos.
Clearly through-the-roof design upgrades. A gold version. But seems to aim for kids with rubber style bands.
Waiting to hear about the sensors on the back. They look like four camera flashes.
Cook: What we didn't do was take the iPhone and shrink the user interface and strap it on your wrist. The dispaly is to small. It would be a terrible user experience. Jokes about touch-to-zoom.
Cook says that "pinch to zoom" covers the content and "just doesn't work."
Cook: We placed extra functionality in a mechanisms that's been on the watch for decades. The dial, which Apple calls the Digital Crown
Cook: It's a very simple and elegant and amazing input and navigation device
Cook: When on a map, when you turn the Digital Crown, it zooms in and out. When you have a list, you can scroll through the list. And you can do all of this without blocking the screen.
The crown lets you scroll without blocking the screen. A very nice idea. Pressing the crown pops you back to the home screen.
Digital crown suggests Apple doesn't want you to keep touching the screen.
Cook: If in an app, if you press the digital crown, it returns to the Home Screen, just as you would expect it to
Cook: Apple Watch, of course, is made to be worn
Cook: It can be worn all day or any occasion. It's as much about personal technology as it is about style and taste.
Cook: We thought not only of the function but the way it looked
Interesting that Cook hasn't confirmed this is a touchscreen device just yet...
Cook: We're now going to hear about the design story through a video featuring Jony Ive
Jony Ive now talking about the device.
. Ive, who helped design some of Apple’s iconic products including the iPod, iPhone and iPad, was in charge of hardware design until Cook expanded his job to include the look and feel of software in 2011. His first design was for the candy-colored, all-in-one iMac.
Ive: 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
Cool music in the background, an infinite white wall, impossibly clean gadgets hovering in space.
Ive: We designed and conceived Apple watch as a singular product
Another glimpse at that sensor on the back, but no mention of it just yet.
Ive: We're introducing an unparalleled level of technical innovation combined with a design that connects with the wearer
By the way, we're just crossing into the second hour of this event. How you doing? Coffee supplies running low? Hang in there, folks, still lots to learn.
Ive: The watch sense that you're raising your wrist and activates the dsplay