The price tag on the new "Apple Watch" is loftier than some expected, coming in at $50 more than the cheapest version of the iPhone 6 with a contract.
Ive also said that they worked extremely hard to make it an object that would be desirable but at the same time be personal, as users don't want to wear the same watch.
The watch is also customizable. Users can choose watch faces that include minute and second hands, digital time and more options for personalization.
Ive said that the team tried to give users multiple choices, and the way that we treated this from a design point of view was that you had hardware and then software.
Apple Watch offers three options to the users, the regular Watch, Watch Edition (made from 18k gold), and Watch Sport (made to be light and durable).
Ive said that the Apple Watch comes in three collections and a range of faces, which can differentiate between a touch and a press.
Jony Ive, the Senior Vice President of Design at Apple Inc and the man behind Apple's flagship smartwatch, revealed that the Apple Watch went through millions of versions before the final product came out.
The smartphones and the smartwatch were launched at the Flint Centre in Cupertino, California, where the iconic Macintosh was first launched 30 years ago.
Apple Inc unveiled a watch, two larger iPhones and a mobile payments service on Tuesday (September 9) as CEO Tim Cook seeks to revive the technology company's reputation as a wellspring of innovation.