Apple recently launched its smartwatch collection and the prices will range from $349 to $17,000 (£299 to £13,500 in the UK) depending on the metals they are made from and the straps they are bought with. Apple did not announce any difference in specifications between the aluminium, steel and gold-cased versions, though there had been speculation that the higher-end editions might have more storage or allow some of their parts to be upgraded at a later point. Is the cost of materials really used enough to make you pay $17000 and not $349.
Apple's chief executive Tim Cook said the Watch would typically last owners 18 hours between charges, providing a day's worth of use. Its website adds that the models take 2.5 hours to charge from 0% to 100%, and that the larger model has longer battery life. It also reveals that a Power Reserve facility means that the Watch should continue to show the time for "up to 72 hours" after other functions are turned off.
The firm said on stage that thousands of new apps had already been developed for the Watch ahead of it going on sale. The big question: will Apple be able to reinvent the wristwatch industry in the way it has redefined others like computing and music? So far consumer curiosity over smartwatches has not translated into sales: Apple's rivals running Android Wear have struggled to gain traction, collectively selling less than 800,000 watches last year, according to research firm Canalys.
Until today reaction has been mixed, leaving fashionistas divided over its styling, and techies not wholly convinced that it is a "must-have" product. To its credit it certainly boasts unique features, like the ability to use it to buy products with Apple Pay and even open hotel doors but other innovations like sharing doodles with friends with "digital touch" feel a bit gimmicky.
Will the entire package be enough to jump-start an entire product category? After years of speculation, we will finally know the answer in the coming months as the devices are due to go on sale on 24 April.