London - The Apple Watch, revealed six months ago by Apple's CEO Tim Cook as Apple's most personal gadget, could also be its most expensive.
At least, that's if you go for the 18-carat gold version, which starts - starts - at £8,000 (about R147 000).
You don't need to spend that much. The entry-level Sport is made from specially alloyed aluminium and is a snip, relatively, for £299 and up. The price differences are due to the metal and glass of the hardware - the processor and other internal capabilities are the same.
Cook, speaking on Monday nightat the Yerba Buena Centre for the Arts in San Francisco, and broadcast to European press in Apple's Berlin store, said it was "the most advanced watch ever".
It won't just tell the time, you see, though there are 10 different watch faces, all highly customisable down to different coloured second hands or Mickey Mouse swinging his hips to count the seconds.
But this is a watch that will encourage you to get fit, with reminders when you've been sitting too long and calorie counters to show you how much energy you've expended during the day.
The Apple Watch depends on a nearby iPhone for most of its innovative capabilities - to measure your outdoor runs perfectly it needs the iPhone's GPS chip. It monitors your heart rate, too. You can also tell your watch you need walking directions. It will vibrate to tell you when to turn left or right, so you needn't look at your watch, let alone your phone.
Also, there was a stream of announcements of some apps from developers other than Apple. Instagram, Twitter and American Airlines all have apps which can show you pictures, tweets or what time your flight's leaving and display your boarding pass complete with security-friendly barcode. Going to a W Hotel? You can check in on the watch, and even unlock your hotel room door by waving your watch in front of it.
Apple Pay is Apple's new contactless payment system, hugely successful in the US already. With the arrival of the watch you won't need to float your phone near a payment terminal, just your watch-bearing wrist. Apple Pay is expected to launch in the UK later this year.
Much of the success of the Apple Watch relies on the battery life. It should last 18 hours between charges. You'll have to take it off to charge it overnight but, wouldn't you know it, even the charging is cool - cables auto-attach magnetically to the back of the watch.
The Apple Watch feels great: light and smooth enough to be comfy, heavy enough, to feel solid and important. The touchscreen is instantly responsive, making it feel even more personal.
It goes on sale in the UK on 24 April. Do you need one? You can probably live without it, but try it on and it is tempting to keep it on.
The Independent