All the i's were on Apple last night as the company unveiled its new state-of-the-art smart watch as well as mobile phone and revolutionary payment system.
The Californian-based tech giant revealed its eagerly awaited Apple Watch - a simplistic wrist held device set to revolutionise how we now use timepieces.
It is the company's first venture into the world of wearable tech, producing a stainless steel watch with a square face, sapphire glass, changeable straps and a rotating 'digital crown'.
"We love to make new products that improve people's lives. We love to make things that allow our users to make things that they could never have imagined," Apple CEO, Tim Cook said. "We think it will redefine what people expect from its category."
He called it "the next chapter in Apple's story."
Cook was joined on stage by U2, who announced a new albumSongs of Innocence, would be made immediately available for free to over half billion users of the Apple iTunes.
The Apple Watch, which works in tandem with an iPhone, features such applications as messaging, music, vibrating notifications only the users can feel, photographs, Twitter, emails, maps, as well as Apple's voice activated Siri personal assistant.
It also has the ability to shame wearers into exercising more by monitoring physical activity during the day.
The interface is controlled by a touch screen as well as the crown on the side of the watch.
All watches can be personalised with six straps being made available with three models - watch, watch sport and watch edition - all available.
The edition model is made from 18ct gold.
Check the gallery below for photos and more features of the Apple Watch:
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