Cook calls timepiece ‘most personal device’

Apple will begin selling its new watch from April, with the high-end model starting at $10,000 (€9,215), the company said, rolling out its first new product in five years in a bid to extend its pre-eminence in mobile devices.

The Apple Watch sport will start at $349 for the smaller, 38mm model. The standard version of the watch will start at $549 and the high-end “Edition” watch will be priced from $10,000, chief executive Tim Cook said yesterday.

The different versions of the watch feature different materials for the case: the “Edition” version comes in 18-carat yellow or rose gold, for instance.