Rumors surrounded an Apple-developed wearable back as far as 2011, which

conceptualized the device as a variation of the iPod that would curve around the
user's wrist, and feature Siri integration.[18] On February 10, 2013, both The
New York Times and The Wall Street Journal reported that Apple was beginning to
develop an iOS-based smartwatch with a curved display.[19] On February 12,
2013, Bloomberg reported that Apple's smartwatch project was "beyond the
experimentation phase in its development", and had a team of at least 100
designers working on the project.[20] Further reports in March 2013 indicated
that Apple planned to release the device by the end of the year.[21] In July 2013,
Financial Times reported that Apple had begun hiring more employees to work on
the smartwatch, and that it was targeting a possible retail release in late 2014.
[22]

In April 2014, Apple CEO Tim Cook told The Wall Street Journal that the company
was planning to launch new product categories that year, but did not reveal any
specifics.[23] In June 2014, Reuters reported that production was expected to
begin in July for a release in October.[24]

On September 9, 2014, during a press event where the iPhone 6 was also
presented, the new product was introduced by Tim Cook as "the next chapter in
Apple's story" with a video that focused on its design and the various
combinations of bands and case styles that would be available to the consumers.
After the reveal video, the auditorium received, with prolonged applause and
standing ovation, Tim Cook again, now wearing an Apple Watch. Apple CEO Tim
Cook explained that Apple Watch was "a precise timepiece, a new intimate way
to communicate from your wrist, and a comprehensive health and fitness
device."[25][26]

In comparison to other Apple products and competing smartwatches, marketing

of Apple Watch focused more on advertising the device as a fashion accessory; a
12-page advertising spread for Apple Watch in an issue of Vogue focused
primarily on the different combinations of body and band styles available, and
downplayed the technological aspects of it.[27][28] Apple has also, in particular,
focused upon its health and fitness-oriented features, competing against
dedicated activity trackers.[29]