00:01You know, it's driven Apple from the beginning.
00:04This compulsion to take incredibly powerful technology
00:10and make it accessible, relevant and ultimately personal.
00:16We've designed a range of products so personal
00:20you don't put them on your desk or in your pocket.
00:23You wear them on your wrist.
00:25We conceived, designed and developed Apple Watch
00:30as a completely singular product.
00:33You know, you can't determine a boundary
00:35between the physical object and the software.
00:41We're introducing an unparalleled level of technical innovation
00:46combined with a design that connects with the wearer
00:50at an intimate level to both embrace individuality
00:54and inspire desire.
01:02The watch senses that you're raising your wrist
01:05and then activates the display.
01:08You see an organization of apps that, while new,
01:11is somehow familiar.
01:14Navigation is fluid and vital.
01:19Magnifying content on a small display is fundamentally important.
01:26So we've developed a whole new interface
01:28specific to the challenges associated with a product this small.
01:34The digital crown is a remarkable input device.
01:39It fluidly zooms into apps.
01:43It enables nimble, precise adjustment.
01:48And critically, you can use it without obstructing the display.
01:53It's also the home button.
02:05Apps are designed for lightweight interaction.
02:13Smart replies and dictation
02:16let you respond quickly to messages.
02:20Glances let you swipe through information efficiently.
02:27And pressing the button below the digital crown
02:30instantly shows you friends you can contact in just seconds.
02:35And with digital touch, we've developed an entirely new way
02:39for you to connect intimately with others.
02:42You can get someone's attention with a gentle tap.
02:46You can send a quick sketch.
02:48Or you can even share something as personal as your own heartbeat.
02:56These are subtle ways to communicate
02:59that technology often inhibits rather than enables.
03:09These apps all take advantage of the flexible retina display.
03:15It's been laminated to a machined and polished single crystal of sapphire.
03:21That's the second hardest transparent material after diamond.
03:28In addition to the digital crown,
03:31we've had to invent other input technologies
03:33designed specifically for a product this small.
03:37So as well as sensing touch,
03:40the display also senses force,
03:43quite literally adding a new dimension to the user interface.
03:48Tiny electrodes around the display
03:50recognize the difference between a tap
03:53and a press.
03:55This provides instant access
03:58to a whole range of contextually specific controls.
04:04For the first time,
04:07and with great intention,
04:09we've designed not only what you see,
04:12but also what you hear and feel.
04:16We've developed a linear actuator
04:19that provides haptic feedback
04:22to complement your interactions.
04:24This taptic engine,
04:26combined with the audio feedback
04:28from our water-resistant speaker,
04:30creates a discreet and nuanced experience.
04:36At the heart of the watch
04:38is a custom-designed chip
04:40that integrates many subsystems
04:42into one remarkably compact module,
04:46which is then completely encapsulated
04:48to protect the electronics.
04:50It's essentially miniaturizing
04:52an entire computer system
04:54onto a single chip.
04:58The Zirconia back
05:00has four sapphire lenses.
05:03Infrared and visible light LEDs,
05:05along with photosensors,
05:07detect your pulse rate.
05:10Using its gyroscope and accelerometer
05:13and the GPS and Wi-Fi from your iPhone,
05:16the watch provides a comprehensive picture
05:18of your daily activity.
05:21This allows it to establish and suggest goals
05:25and reward fitness milestones.
05:30The back crystal also houses
05:33a unique charging solution
05:35that combines our MagSafe technology
05:37with inductive charging.
05:39Completely sealed,
05:41it requires no alignment
05:42or exposed contacts.
05:46Apple Watch is incredibly accurate.
05:50It uses multiple technologies,
05:53keeping time to plus or minus 50 milliseconds.
05:57We have worked closely
05:58with horological experts
06:00from around the world
06:02to help us understand
06:04and the cultural
06:05and historical significance
06:07of timekeeping.
06:09And this has profoundly informed our design.
06:17We know that wearing something
06:20all day, every day,
06:22becomes as much about personal preference
06:25and self-expression
06:26as functionality.
06:28So we've designed
06:30and a range of watch faces.
06:44You can personalize
06:45both their appearance
06:47and their capability.
06:51Personalization extends way beyond the interface.
06:58We have designed six different straps
07:01and a mechanism
07:02that makes the straps
07:04easily interchangeable
07:05with a refinement and precision
07:08that's born of functionality.
07:12The sport band,
07:13in a range of bold colors,
07:16is made from a tough, durable,
07:18sweat and chemical resistant
07:20high-performance elastomer.
07:23The leather loop
07:25comes in a soft,
07:26quilted leather
07:27that conceals magnets
07:29for fastening
07:30and adjustment.
07:31We've used traditional leather
07:34but in a new sports context
07:36that's designed
07:37for optimum comfort.
07:40The supple,
07:42handcrafted leather
07:43modern buckle
07:44closes with a solid metal clasp
07:47and wraps symmetrically
07:49around the wrist.
07:52The simple leather classic buckle
07:55references traditional watch vocabulary
08:00and the stainless steel link bracelet
08:02has a slim deployment clasp
08:05that is contained
08:06within a 2.6 millimeter band.
08:11The Milanese loop
08:12is crafted
08:13from a fluid, flexible
08:15stainless steel mesh
08:17with a magnetic closure
08:19that has an elegant simplicity
08:21and is infinitely adjustable.
08:26And of course,
08:27we knew one size wouldn't fit everyone
08:29so we've also developed
08:31a smaller watch
08:32with matching smaller straps.
08:37From different cases and straps,
08:39we've actually created
08:41three distinct collections.
08:44The first,
08:46Apple Watch,
08:47features a polished case
08:49made from a custom alloy
08:50of stainless steel.
08:51and,
09:19and лич기로ię
09:20is told
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09:21has an
09:21underwriting
09:21La line exchange cover glass and anodized aluminium case that is 60% stronger than standard alloys, and yet it's
09:30incredibly light and durable.
09:34Apple Watch Edition is made from 18 karat gold that our metallurgists have developed to be up to twice as
09:42hard as standard gold.
09:51Creating beautiful objects that are as simple and pure as they are functional, well, that's always been our goal at
10:01Apple.
10:02We designed Apple Watch as a whole range of products, enabling millions of unique designs, unparalleled personalization, both in appearance
10:13and capability.
10:16I think we're now at a compelling beginning, actually designing technology to be warm, to be truly personal.
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