Apple CEO shows off 'revolutionary' Apple watch Monday
The Apple Watch sport will start at $349 for the smaller, 38-mm model. The standard version of the watch will start at $549 and the high end "Edition" watch will be priced from $10,000, Cook said.
Apple shares trimmed earlier gains and were nearly flat in mid-afternoon trade on Nasdaq.
The watch will track exercise, remind wearers of events with a tap on the wrist, and make calls through an electronically tethered phone, since the watch has a built in speaker and microphone.
"I have been wanting to do this since I was five years old," said Cook, who called the device revolutionary. He also laid out other product successes and launched a new MacBook notebook computer that starts at $1,299 and weighs as little as 2 pounds.
Every major car brand had committed to delivering Apple's CarPlay entertainment system, and the new iPhone 6 and 6 Plus have 99 percent customer satisfaction rates, he said. The Apple Pay payment system is now accepted at 700,000 locations, and Time Warner Inc's HBO in April will debut its streaming HBO NOW service on Apple TV.
Apple also is offering researchers new development tools, called ResearchKit, to help medical researchers design apps for clinical trials, the company said.