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Apple has unveiled its much talked about smart watch. Apple is well versed in its followers during its legendary product . The first big surprise with the new came with its name. The company has deviated from its naming convention and ditched the "i" prefix. Many thought CEO Tim Cook would show us the iWatch but he announced the coming of the Apple Watch. The device has a new , it runs apps, and acts as a health and fitness . It also has a digital system called "Apple Pay," which Tim Cook hopes will "replace the wallet". Users can also experiment with eleven different watch faces and, for the fashion , an array of straps.

Reviews of the Apple Watch have been . Tim Coulling, senior analyst at research firm Canalys, believes the watch could be the for people to start wearing technology. He said: "For many people, waiting to see what Apple did was a first before going out to buy a wearable technology ." Many people could be put off by the price. At $349, it is more expensive than its more established . But then, millions of loyal customers have always paid the for an Apple product. Apple could trump its rivals on the of its watch being a -have fashion accessory. Apple hired fashion industry , including the ex-SEO of Burberry, to work on the watch's design.

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