For the first time since 2010 Apple announced a new addition to its product line-up, a smartwatch named... Apple Watch.
Tim Cook was very excited about it:
Apple Watch is the most personal device we’ve ever created.
Central to its functionality is what Apple is calling the Digital Crown, which seems to be a cross between a click wheel and a compass.
You can use it to scroll, zoom and navigate on the watch. Oh, it almost goes without saying that Apple Watch supports Retina display.
Somewhat ominously, Apple Watch has the ability to detect your pulse rate to "help provide a comprehensive picture of your daily activity". Um...
If it looks shiny that's because it's made from custom alloys of stainless steel, aluminium and 18-karat gold.
Apple Watch features something called Force Touch, which we are only capitalising out of respect for Star Wars. If you don't like your watch face you can just tap to get another one.
If you wear Apple Watch you can look as cool as this man (Apple vice-president of technology Kevin Lynch).
More slightly creepy features, with Apple Watch you can share "something as personal as the beating of your heart". O...K...
Apple is being a bit vague about Apple Watch details. We don't know about its battery life or when it will be released, beyond "early next year". It will cost about $349, however, and will require an iPhone to work.