IT CHANGED the way we communicate, work, and listen to music. Now Apple is making its bid to forever transform the way we tell the time.
Its new smartwatch range, simply called Watch, will have small square screens that can use social media apps, track your health and control everyday things such as car locking systems. While requiring daily recharge, they will also be able to pay for things in shops when Apple launches its new mobile wallet service later this year.
Three versions will be launched, with the cheapest set to start at around €350.
However, Apple will launch a solid gold version that could sell for up to €10,000 per piece and see the technology giant enter the high-end jewelry market.
The gold version, which could be the most expensive product Apple has ever sold, is reportedly constructed using 'fortified' 18-carat gold. With each gold Watch set to have two ounces (60 grams) of gold, Apple could become one of the biggest single investors in gold in the world overnight.
Apple is also planning on launching different straps and accessories for the gadget, which it hopes will make people feel that it is personalised.
The company is also tipped to launch at least one new MacBook laptop today and release the latest iPhone operating system upgrade, which will allow iPhone 6 handsets to control Apple Watch features.
Most market pundits think that the Watch will be a success, selling at least 10 million editions this year. If so, it could add up to €20bn in revenue to a company that already has €160bn in cash and a stock market valuation over €700bn.
However, it is likely to be a make-or-break product for the struggling smartwatch market.
While Google, Samsung, Sony, LG and other big tech companies have been making app-based smartwatches for over two years, just 760,000 were sold in 2014.
Critics say that there isn't enough reason to add another screen to our lives, especially one that needs to be charged every day.
A dearth of apps is also cited in the gadgets' lack of appeal.
However, early reports from test users of Apple's Watch suggest that it is being used as a buffer against having to repeatedly remove a smartphone from pockets, as messages and alerts are screened.