this compulsion to take incredibly powerful technology

and make it accessible relevant

and ultimately personal G

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 list we conceived

designed and developed ample watch as a completely single a product

you know you can't determine a boundary between the physical object

and the software %uh 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 inspired design

the watch sensei's that you're raising your wrist

and then activates the display you see

an organization %uh vamps the world news he's somehow familiar

navigation he's 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 the product this small the digital crown

is a remarkable input device if fluidly zooms into aP's

King it enables nimble

precise adjustment uncritically

you can use it without obstructing the display

it's also the home button

and in

absent designed for lightweight interaction

smart replies and dictation

let you respond quickly to messages glances

let you swipe through information efficient p

and pressing the button below the digital crown instantly shows your

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 me

are you can even share something as a personal as your own heartbeat

law

I'll these are

subtle ways to communicate the technology

often inhibits rather than enables I'll

load the zaps

all take advantage if the flexible Retina Display

theme it's been laminated to machine m2m polished

single-crystal have some fun 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 licence in 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 tent

and oppress home this provides

instant access to a whole range of context to be specific controls

home

for the first time the and we've great intention

we've designed not only what you see but also what you hear

infield we've developed

linear actuator the provides haptic feedback

to complement your interactions this tactic in gym

combined with you with your feedback from our water resistance being

curtailed

creates a discrete nuanced experienced

the balm

the hard to the watch is a custom-designed ship

that integrates many subsystems into one remarkably compact module

which is then completely encapsulated to protect electronics

it's essentially miniaturize an entire computer system

onto a single chip the soco near panic

has four safire lenses infrared and visible light LED's

along with photos senses detect to a pulse rate

using its gyroscope and accelerometer and the GPS and WiFi from your iPhone

to watch provides a comprehensive picture love your daily activity

this allows it

to establish in suggest goals and ruled fitness milestones

the bank crystal also houses a unique charging solutions

the combines on Mac safe technology with inductive charging

completely sealed it requires no alignment

or expose contacts well

Apple will tease incredibly accurate

it uses multiple technologies keeping time to plus or minus

50 milliseconds we have worked closely

with horological experts from around the world

to help us understand the cultural

and historical significance of timekeeping think

and this has profoundly informed our Design

I'll we know who

the wearing something all day every day

becomes as much about personal preference and self-expression

as functionality so we design

arranger watch faces

the

you can personalize both their appearance

and the capability personalization

extends way beyond the interface

%uh we have designed six different straps

and a mechanism that makes the straps easily interchangeable

with the refinement imprecision the Spooner functionality

the spool

band in a ranger bold colors

is made from a tough durable swept in chemical resistant

high-performance her last a month the lead the loop

comes in a soft quilted leather the conceals magnets for fastening

and adjustment and we've used traditional leather

but in a new sports context that's designed for optimum comfort

the supple handcrafted let the modern buckle

closes with a solid middle-class

unwrap symmetrically around the wrist this simple that the classic buckle

references traditional watch for capital

and the stainless steel link bracelet as a slim deployment clasp

that is contained within a 2.6

millimeter band

the Milanese lou his crafty from a fluid flexible

stainless steel mesh with a magnetic closure

that has an elegant simplicity and is infinitely adjustable

because Queen you

one size wouldn't for everyone so we've also developed

a smaller one inch with matching small the straps

from different cases & straps

we've actually created three distinct collections

the first Apple watch

features a polished case made from a custom alloy

stainless steel

the sport collection has an ion-exchange cover glass

and anodised aluminium case the sixty percent stronger

the standard alloys and yet its incredibly light and durable

at what tradition

is made from 18-karat gold the comet allergists

have developed to be up to twice as hard the standard gold

day

creating beautiful objects that are

as simple and pure as they are functional

well that's all he's been our goal Apple

we designed Nepal were large as a whole range of products

enabling millions all unique designs

unparalleled personalization both in appearance

and capability I think

win now had a compelling beginning

actually designing technology

to be warm to be truly personal