Apple’s new watch even tells time

Pricing and launch details about the highly anticipated Apple Watch were released on Monday and calling the device a watch hardly makes sense.

Aside from being worn on the wrist and offering users the ability to tell time, the Apple Watch represents a new generation of wearable technology that promises to create new challenges and opportunities for retailers who now have another screen to consider.

The device is goes on sale April 24 in the U.S., Australia, Canada, China, France, Germany, Hong Kong, Japan and the United Kingdom. However, the buzz will begin sooner than that as Apple plans to let customers at its branded stores in those markets try on the device beginning April 10. The lowest price version called the Apple Watch Sport retails for $349 with other models costing as much as $1,100. An 18-karat gold model costs $10,000.

“Apple Watch begins a new chapter in the way we relate to technology and we think our customers are going to love it,” said Tim Cook, Apple’s CEO. “We can’t wait for people to start wearing Apple Watch to easily access information that matters, to interact with the world, and to live a better day by being more aware of their daily activity than ever before.”

The device is said to be highly customizable for personal expression and brings an entirely new way to receive information at a glance and interact with the world through third-party app experiences designed specifically for the wrist. For example, the devices enables users to send messages, read email and answer calls to their iPhone. It integrates with Apple Pay and can be used to display a boarding pass.

“Conceived, designed and developed as a singular product, Apple Watch merges hardware and software like never before,” said Jony Ive, Apple’s senior vice president of design. “In Apple Watch, we’ve created three beautifully curated collections with a software architecture that together enable unparalleled personalization in a wearable device.”

Apple Watch introduces technologies including the Digital Crown to scroll, zoom and navigate without obstructing the display. The display also features Force Touch which senses between a tap and a press, allowing a new way to access relevant controls. According to Apple, the world’s most vibrant and innovative developer community has been creating all-new experiences specifically designed for Apple Watch.