You can preorder the Apple Watch Series 4 today, starting at $399

Marion JacobsSep 17, 2018

In summary, the new Apple Watch looks like a great tool, but it is not meant to be a medical grade device and not a substitute for medical and professional evaluation in the case of symptoms. Think again. Not only is the Apple Watch 4's new display obscenely sharp, the gadget also packs in a range of sophisticated health features, including new ECG tech that can monitor and identify heart defects.

But design is only one side of the Apple Watch Series 4, and much of the focus here is on health.

Brands in that price range include Swatch Group's Swatch and Tissot, the Mondaine brand and fashion watches made by US watchmaker Fossil.

Two years later, Apple called its watch "the ultimate device for a healthy life", emphasizing water resistance for swimmers and built-in Global Positioning System for tracking runs or cycling workouts.

Apple has also introduced three new additions to its iPhone line-up - the iPhone Xs, the iPhone Xs Max, and the iPhone XR.

By making more expensive iPhones, Apple has been able to boost its profits despite waning demand as people upgrade phones less frequently.

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Brian Chapman, a principal with management consulting firm ZS Associates, who specializes in medical products and services, said major existing hurdles, especially in terms of clinical workflow and reimbursement, need to be addressed before the Apple Watch technology can move to being a true diagnostic device.

Shares in Richemont were up 0.2 percent at 1315 GMT, while those of peer Swatch Group, which is more exposed to the entry-price segment, were down 0.6 percent. Following the launch of Series 4, Apple has dropped the Series 3 price to just $279.

Those who plan to upgrade to a Series 4 may be confused about its new sizes, but fear not: 40mm and 44mm are respectively equal to the previous 38mm and 42mm sizes. The version with cellular capability will be available to order in 16 countries on the same day. Battery life in the new watch remains at 18 hours, meaning it needs a nightly recharge.

Apple CEO Tim Cook has long aimed to emphasize the health- and fitness-tracking abilities of the smartwatch.

Raj Khandwalla, a practicing cardiologist and director of cardiovascular education at Cedars-Sinai Medical Care Foundation, said his initial response to the news was excitement, but also surprise that Apple made a decision to develop its own internal technology rather than work with existing companies like AliveKor, with which it already had a partnership. The only drawback is that the Apple ECG app, which uses the Series 4's electrodes, won't be available until later this year. Those models, which come with leather bands and custom watch faces, also start at $1,250. If it receives no response within a minute, the watch will automatically place an emergency call and message friends and family designated as emergency contacts.

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