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Apple Reveals Watch Pricing With a Little Help From Christy Turlington Burns

You may need to sit down to hear the upper end of the price range.
Turlington Burns with Apple CEO Tim Cook. Photo: Stephen Lam/Getty Images

Turlington Burns with Apple CEO Tim Cook. Photo: Stephen Lam/Getty Images

In addition to debuting a really sexy, super thin MacBook at its live event on Monday, Apple released a bunch more details on the soon-to-arrive Apple Watch — including, finally, how much the thing costs.

The device, if you'll recall, comes in three collections: the Apple Watch Sport (anodized aluminum), Apple Watch (stainless steel) and the Apple Watch Edition (18-karat yellow or gold). It also comes in two sizes, 38 millimeters and 42 millimeters, so the pricing is tiered even within the collections. The Sport costs $349 to $399, while the Apple Watch ranges from $549 to $1,099. As for the Apple Watch Edition, prices there start at $10,000.

We expect to see that one in a Vogue editorial sometime soon. In real life? Well, there's always the street style stars.

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One major highlight of the event — largely filled with videos showcasing the watch's materials — was a guest appearance/testimonial from Christy Turlington Burns, who wore the watch while running a half-marathon at Kilimanjaro to test out its activity-tracking functions. On stage with CEO Tim Cook, Turlington Burns very gamely affirmed that, "In the short time I've been using it, I can already see how it's going to be an important part of my life." (She was, by the way, wearing the "blue modern buckle," which recently appeared in the 12-page ad Apple took out in Vogue's March issue.)

But on to the important information. Pre-orders and previews start on April 10 — meaning you can go into an Apple store or certain retailers to check out the device and, with the help of the retail staff, try it on. The watch officially goes on sale on April 24. Because Apple is marketing the device as both a fashion and a tech accessory, it will be available for purchase at a host of stylish shops, including Colette in Paris, Dover Street Market in London and Tokyo, Maxfield in Los Angeles and The Corner in Berlin.

As far as the Apple Watch's functionality goes, Cook didn't share too much beyond what we learned at the initial announcement in September. Among other things, you'll be able to receive messages, change its digital face to show information like the world clock or your next meeting, track your activity and send your friends sketches that you draw right on the screen. And it has 18 hours of battery life. Not too bad.

The most exciting part of this announcement? That we're very close to seeing, after plenty of doubt and excitement from the press, how the watch sells in the real world. See you at the Apple store on April 10.