Apple watch

Finally, after all the hype, rumours and conjecture about battery life, Apple gave us the details we all wanted to know about its latest launch – namely how much is it and how long will it last.

First up, let’s deal with battery life. Apple has boasted that its watch will last all day, or 18 hours. Sounds good, but not when you read how Apple defines 18 hours of use: “All-day battery life is based on 18 hours with the following use: 90 time checks, 90 notifications, 45 minutes of app use, and a 30-minute workout with music playback from Apple Watch via Bluetooth, over the course of 18 hours. Battery life varies by use, configuration, and many other factors; actual results will vary.”

We’re loving the “actual results will vary” caveat, which allows Apple to take no responsibility when your watch runs out half way through the day because you’ve been looking up music on Shazam or opening your hotel room door multiple times.

Then there’s the price. While £299 for the Sport version and £479 for the Watch seem reasonable, the real question mark is why Apple chose to launch a precious metal version for the princely sum of £8,000. Just to put this in perspective, for £7,500 you can buy a Zenith Heritage Ultra Thin Moonphase with the brand’s own in-house Elite movement. Rather than a piece of software that will need an upgrade in a year or so.

However, all this detraction is essentially pointless. Whether the Apple Watch is a revolutionary as the iPhone or the iPod remains to be seen, but one thing is for sure there will be a market for it. And, if Apple’s ongoing marketing strategy – ad placements in Vogue, bringing Christy Turlington on stage at the launch – is anything to go by, that audience is, for once, going to be female.

The finished product will be available in 38- and 42mm sizes with a variety of strap options from the rubber-like “fluoroelastomer” to a Milanese bracelet.

There is lots to like about the Apple watch, but we’re still not entirely sold on it. Put it this way, it would take a lot of convincing right now for us to be in the queue at the nearest Apple store come April 10.

For more information on the Apple Watch go to the Apple website.

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