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

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