Apple Inc. launched its long-awaited watch on Monday, including yellow or rose gold models with sapphire faces costing up to $17,000, It's the 38-mm model made of 18-karat yellow gold, which comes with a bright red modern buckle. Investors questioned whether Chief Executive Tim Cook's first product would be a breakaway hit.
Apple's first new device since Cook became CEO will be available for order on April 10 and in stores on April 24, including chic boutiques in Paris, London and Tokyo.
In a nod to both fashion and technology, Cook shared the stage with model Christy Turlington Burns, who used it to train for a marathon, and Apple engineers who showed off apps, including how to call an Uber car with the watch.
All the watches share digital faces that can look like traditional time pieces, show the heart beat of a friend, and display photos and interfaces for apps.
"Apple's been very good at personalizing its products," said Angelo Zino, an analyst at S&P Capital IQ, who said the "intimacy" of the watch was appealing. He saw 10 million in sales this year.
In the presentation, Cook described the watch handling many functions currently associated with the iPhone, which tethers wirelessly to the watch and connects it to the Internet.
The watch will track exercise and remind wearers of events with a tap on the wrist.
Cook also laid out other product successes and launched a new MacBook notebook computer that starts at $1,299 and weighs as little as 2 pounds.
Every major car brand had committed to delivering Apple's CarPlay entertainment system, and the new iPhone 6 and 6 Plus have 99 percent customer satisfaction rates, he said. The Apple Pay payment system is now accepted at 700,000 locations, and Time Warner Inc's HBO in April will debut its streaming HBO NOW service on Apple TV.
Apple also is offering researchers new development tools, called ResearchKit, to help medical researchers design apps for clinical trials, the company said.