Apple exec Jeff Williams announced on stage at Apple's event on Wednesday that the company is doubling down on the Apple Watch, and will launch a selection of new models and straps.
The first new Apple Watch product announced on stage was a strap produced in partnership with luxury brand Hermes. It's the first third party strap for the Apple Watch that Apple is officially backing and selling in its stores.
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The strap loops around your wrist twice, but is also available as a single loop.
Apple also announced a selection of new Apple Watch models. They come in gold and rose gold.
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That wasn't all that Apple announced for the Apple Watch, though. It also launched a range of new straps in different colours.
Here are the brown, pink, and blue sport band straps:
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One of the Apple Watch straps is produced in conjunction with the Project(red) charity, and Apple will donate a portion of the profits to help fund AIDS research.
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Watch OS2, Apple's new operating system for the Apple Watch, is being released on September 16.