Apple's announcements about the Apple Watch were brief at today's event, but important nonetheless.
Tim Cook, Chief Executive Officer at Apple, today announced a price reduction for the Apple Watch.
The company's flagship wearable will now start at a bargain price of just $299, which explains all of the sales we saw in the run-up to the event.
"We want even more people to be able to enjoy Apple Watch," said Cook, speaking at the event.
"Since we launched it less than a year ago, the Apple Watch has become the top-selling smartwatch in the world," explained Cook.
"People have found that it’s not just useful, but that it’s become an essential part of their daily lives," he added.
Apple also revealed a bunch of new Apple Watch straps and bands too, with Cook saying: "People also love changing the bands, and how it gives the watch an entirely new look.’’
In fact, according to Cook, "about a third of our Apple Watch wearers regularly change their bands."
"Today, we’re introducing some brand-new colours, and a new band that’s made from a new material," said the Apple CEO. "Our new woven nylon band features a unique four-layer construction and comes in a variety of vibrant colours."
The CEO also revealed some new Apple Watch Sport bands.