Technology giant Apple Computers announced at a press event in Cupertino, California its first foray into to the wearable market -- the Apple Watch. [Sina Tech]

Technology giant Apple Computers announced at a press event in Cupertino, California its first foray into to the wearable market -- the Apple Watch.

Describing it as the "the next chapter in Apple's story", Apple CEO Tim Cook introduced the Apple Watch to a standing ovation from invited guests and tech media.

"What we didn't do was take the iPhone and shrink it and strap it to your wrist," said Cook.

The new Apple Watch is a square screened device with a sapphire display that provides haptic, or skin-contact, feedback. The watch has sensors on its back to monitor heart rate. The focus of the watch -- with so many health and fitness features built in -- appears to be health oriented.

The new Apple Watches come in two sizes and three basic models: stainless steel, an aluminum-cased sport model and a high-end 18-karat gold version, all with a selection of interchangeable bands.

The watches, which require the use of an iPhone, support apps that include Chinese messaging app QQ messenger and micro-blogging app Sina Weibo.

The invitation-only event was held in the Flint Center for the Performing Arts in Cupertino, a throwback to the venue where Apple first launched the Macintosh computer 30 years ago and the same stage where the iMac was launched.

Apple also launched two new iterations of their iPhone smartphones, the iPhone 6 and the iPhone 6 Plus.

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