Here is the first TV ad for the Apple Watch

And it also used the event to unveil the first advert for the device, which will start shipping on April 24. The ad is the kind of functional spot we've come to expect from Apple product launch commercials, simply showing the watch swiping through all the various use cases. It also pays particular attention to the Apple Watch's aluminum back and metal strap.

As Tim Cook said on stage: "We want the world to know the Apple Watch is coming."

The video isn't on YouTube yet, but you can watch it by visiting the Apple Watch website and clicking "Watch the TV ad."

apple watch websiteApple

And if you don't want to do that, here are some of the highlights.

The ad zooms around the tiny side wheel.

apple tv ad side wheelApple

And then it moves on to the "fluoroelastomer" band of the Sport edition.

apple ad sport tv adApple

But it also shows that you can opt for the more expensive Apple Watch, with its metal strap.

apple strap tv adApple

Then on to the apps.

apple tv ad watch home screenApple

There's a handy stopwatch.

apple tv ad watchstopwatchApple

And you can check your route as you run around the park.

apple watch tv ad mapApple

All whilst listening to your favorite tracks.

apple watch tv ad musicApple

You can even pay for things using the Apple Watch.

apple pay tv adApple

There are plenty more functions packed into the short 60-second ad like the Watch's calorie counter, messaging, the ability to send pictures or even your heartbeat to other Apple Watch users, and more. Here's the final call to action.

apple end framesApple

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