Apple announces details of its watch, a device the company hopes will transform the market for wearable technology. Bobbi Rebell reports.
The countdown is now on to April 24th for the official launch of the Apple Watch, Apple's first new product in half a decade, and the first under CEO Tim Cook. Aiming for the luxury market, prices for the premium "edition' model will start at $10,000. But it does come in 18-karat gold. The standard version can be had starting at $549. The smaller sport level has an entry level price of $349. Apple unveiled those and other new details at a big presentation, that Forrester's James McQuivey says didn't have enough "wow" factor. SOUNDBITE: JAMES MCQUIVEY, PRINCIPAL ANALYST, FORRESTER RESEARCH (ENGLISH) SAYING: "I'm thinking, this is a good solid success for Apple, but not the runaway hit that the iPad was certainly, or the hit that Tim Cook, frankly, really wanted. " The watch tethers to the iPhone and connects to the internet. Wearers can also use the built in speaker and microphone to make phone calls. Apple showed off apps like Uber and Shazam. It also is being touted as a tool for better health, tracking exercise and reminding wearers of events with a tap on the wrist. But Reuters' Alexei Oreskovic wanted more. SOUNDBITE: ALEXEI ORESKOVIC, REUTERS CORRESPONDENT (ENGLISH) SAYING: "I don't know if we've seen the real "killer" app, you know, the one that is really going to make this device indispensable to everyone in their day to day life. But they did show some cool apps that you can see making your life a lot easier, and can make this kind of a fun gadget to have. " Apple stock initially rose during the event, but gave back those gains as more details came out. But this is a long game, and the upside potential could be huge: SOUNDBITE: JAMES MCQUIVEY, PRINCIPAL ANALYST, FORRESTER RESEARCH (ENGLISH) SAYING: "It suddenly becomes an amazing opportunity to add other wearable technology or just accessories that match the existing technology. So, imagine that you put a bracelet on one wrist that actually has some companion technology that functions in tandem with the watch on the other wrist, or an earbud, or something at the eyeglass level. We know that apple will have to make a play for a Google glass experience at some time everyone will. It's just a question of when and how, and whether they do it in a way that really blows the market away, the way that apple has historically." The event wasn't all about the watch. Thinner and more energy efficient Macbooks were unveiled. Apple TV prices drop from $99 to $69, and Apple will be the exclusive launch partner for HBO Now.