It will be available in early 2015.
The charger hooks up to the back of the watch face, so no wireless charging unfortunately.
No mention of battery life after all. That could be a deal breaker for many potential customers.
From earlier: iPhone 6 starts at $199, iPhone 6 Plus starts at $299.
Apple Pay will work with Apple Watch, so the watch has NFC. Wave your wrist at an NFC reader when you are buying a coffee and walk away.
"It will redefine what people expect from a watch," says Cook.
Time for a musical ending. Who is the mystery band?
OK, the special band is U2. That's a big get.
They're not just a band, U2 has also focused on "human rights causes and the advancement of the human race," says Cook. And wow this is way too loud.
U2 didn't show up just for kicks. They are making an announcement, after some banter between Cook and Bono. Songs of Innocence is a new U2 album and it will be available for free to iTunes customers (that's a half a billion people) starting now.
it's only free until mid-October, so people who want it for free will have to sign up for an iTunes account between now and then. Clever, Apple. But what does U2 get out of the deal? That's a lot of lost album sales. Did Apple pay them or is it just good marketing?
All the Apple employees who worked on these projects were just asked to stand up. That's a very large chunk of the audience. They are our clappers.
Cook says they have "The most amazing hands on experience, far beyond what we've ever had, waiting for you." It's a demo area for the phones and the watches. We'll go check them out and report back later today with our first impression. Thanks everyone!