Tim Cook visits Covent Garden Apple store

While making an unannounced visit to Apple’s flagship retail store in London’s Covent Garden, CEO Tim Cook dropped a few more hints about the upcoming wrist-worn device, expected to mark Apple’s foray into wearables come this April.

As The Telegraph reported, Apple’s chief executive said the Watch will replace your car keys, reward exercise, filter messages and more.

According to Cook, the Watch is designed to be able to “replace car keys and the clumsy, large fobs that are now used by many vehicles.”

Matching up Apple’s previous battery claims (“users will have to charge it overnight”), Cook said the Watch’s battery life will last the whole day and it won’t take as long to charge as an iPhone.

Of message filtering, he reiterated the device will make it much easier to prioritize, spot and react to urgent messages, such as a family emergency.

And of course, mobile payments from your wrist will be possible for Watch wearers as long as they own any iPhone from an iPhone 5 onward.

Speaking of its other uses, he likened the device to the iPhone.

“This will be just like the iPhone: people wanted it and bought for a particular reason, perhaps for browsing, but then found out that they loved it for all sorts of other reasons,” Cook told the paper.

First and foremost, people are going to want to buy the Apple Watch because it’s a fashion statement, Cook said and praised Apple’s design chief Jony Ive.

“He did such a great job with the design,” he said. “It’s beautiful.”

According to a wide-ranging Jony Ive profile in the New Yorker, the Apple Watch is apparently Ive’s pet project.

As for its health and fitness features, we know from before that the Watch will gently tap users on their wrist to remind them to move after sitting for too long.

Now Cook cast more light on the device’s special rewards system designed to reward exercise. Folks will get credits if they exercise enough and will be encouraged to increase their metabolic targets if they meet their exercise targets consistently.

“Consumers will clearly have an incentive to wear the watch for as much of the day as possible, and even in the shower.” This is the second time we’re hearing that users will be permitted to wear the Watch while taking a shower.

Because “We’ve never sold anything as a company that people could try on before”, the Watch sales process may require “tweaking the experience in the store”, Cook told his staff at the Covent Garden store, “one of my favorite stores in the world.”

Cook, a fitness nut who gets up at 3:45 every morning to get a head start on East Coasters, charges his Watch overnight and wears it all day long because “I want to make sure I measure all my activity.”

#TimCook just sayin’… #Apple

A photo posted by Model And Music Producer (@xavier_cookson_edwards) on

Apple is expected to discuss Watch features in greater detail at its highly-anticipated “Spring Forward” media event on March 9.

Apple CEO Tim Cook is on a world tour.

Having met with German Chancellor Angela Merkel earlier this week, he visited Israel, Belgium and now London.

Business Insider has put together a nice collection of tweets and images documenting Cook’s world tour. The video below shows Cook chatting with Israeli President Reuven Rivlin.

Apple has research and development facilities and offices in Israel and lately has been looking to grow its in-house chip design capabilities with new hires in the country.

“We’ve hired our first individual in Israel in 2011 and we now have over 700 people working in Israel directly for us,” said Cook in Wednesday’s meeting with president Rivlin.

Source: The Telegraph

  • Merman123

    “…it won’t take as long to charge as an iPhone.”

    I guess I hadn’t thought of that. That does make it much less of a hassle. If the watch could charge to 100% in about an hour or so, then the experience might not be crushed.

    • Skoven

      Well… I don’t know about that. I think most people will charge the watch when they go to sleep, making the faster recharge time pointless.
      I guess Apple assumes that people won’t sleep with their watch on, and therefore justifies the 1-day battery life – which makes sense, if people don’t sleep with the watch on.

      • Merman123

        Right. Still, I think the reason people dislike it is because it is now another thing you must remember to charge everyday. But, say you wake up and realize you forgot to charge it over night. You can throw it on the charger while you do your morning routine before you head out to work and maybe get a good 80% on it. I don’t know just trying to make the best of it. 🙂

      • iBanks

        I’ll be sleeping with mine on. Looking to replace my UP band for sleep tracking.

      • Valinor

        Yeah but it can be handy. Like after an workout, we know that will drain your battery very much.
        plug it in, take a shower,get dressed, if you can charge it up significantly in that half hour post-workout, it would be great.
        Or when at work, I wouldnt mind taking it off and charging it for half an hour while you’re at your desk.
        I hope half an hour will be enough for at least a 50% charge. Personally anything longer would suck.

    • Antzboogie

      The Apple Watch’s battery will last the whole day? Lol Apple your the best but epic fail on battery life! Pebble I will be staying with you!

      • Merman123

        I understand people are disappointed, but comparing the two is very unfair to the Apple Watch. The display on the Pebble looks like poop next to the Apple Watch. That alone is a huge battery drainer. Not to mention the sensors, and the other technology implemented in the Apple Watch. All of which the Pebble lacks. The battery life will improve in later iterations, I personally believe this Apple Watch is off to a great start with it being the first gen. You can’t win them all right off the bat 😉

      • Andy

        Speaking of Pebble, why are they doing another Kickstarter for the Pebble Time? They have plenty of money already, seems to be just an easy way for them to generate publicity and even more profit. It would be interesting to see how it compares to the Apple Watch.

      • Guest

        So the whole day means from getting up to the time going to bed or 24 hrs? I use a G Watch and it lasts about 30 hrs with average use. Charing time is about 40 minutes from zero and a powerful charger.

      • Benedict

        EDIT: forgot the screenshot and seems like deleting comments does not work correctly

  • Chindavon

    The surprises they have “Cooked” up for the 9th is going to be awesome. Thoughts of what it will be able to do in the near future is making this sound better and better. Turn the car on, unlock the car+home doors, turn on/off all lights in the house, pay for stuff w/the phone still in my pocket, and much more I’m sure.

  • Tony Trenkle Jr.

    How is it gonna replace car keys? That I’m interested in.

    • iBanks

      I currently don’t need to pull my car key out for any need. As long as I have the fob on me, I can just touch the door handle and it unlocks. I click a button on the tail light and it opens the trunk. I push the start button in my car, it starts the engine. The only time I pull out the fob is for remote start. So it may possibly replace mine. Hell, my house key too if I get the Bluetooth deadbolt lock.

      • Andy

        In the future, probably even something like “Find My Car” with the car having built-in location services, in case you forgot where you parked your car or someone else is using it.

  • Replacing car keys? Just like BMW demoed on Android wear during CES 2015? Nice…unfortunately, we’ll now have short-sighted numbskulls thinking Android wear copied Apple Watch in this regard.

    • Josh

      If this Apple Watch can replace my BMW remote key, I’m sold.

    • CollegiateLad

      Lol… You’re already playing defense.

    • john myth

      I hope Apple Watch will open and start my Ferrari

  • 9to5Slavery

    My car won’t start if I don’t insert my keys in ignition. That means I have to have it near me or on me anyway.

    • Snailpo

      Maybe the Apple watch will be able to morph into a key? All you’ll have to do is either take it off and put it in or keep it on and keep your hand attached to the key slot!

  • ravinigga

    THE battery is much lower capacity. So it recharge faster maybe few hours 2 I think.

  • @dongiuj

    “Replacing the car keys and large fobs”.
    Ok, this may sound stupid but if it does replace both then what happens if you’re out and about then your watch runs out of battery? IT COULD HAPPEN. Then you’re buggered.
    Also, for people that still use a key, if you still need to put your key in the ignition to start the engine then it’s not really that useful.
    How does the watch duplicate the security code from the “large fob” to unlock the door and start the engine?