Apple Slashes Watch Price, Introduces New Bands

Apple cut the price of its smart Watch and unveiled a raft of new brands for the spring season.

The Apple Watch will start at $299, down about $50. The new bands for the device are made of woven nylon, sporty neoprene, and leather, all in multiple colors. The company also said it would sell a space-black version of its Milanese loop. The company did not immediately say when the bands would go on sale.

Prices for the new bands range from $49 to $149.

“About a third of Apple Watch users switch out bands on a regular basis,” Apple CEO Tim Cook said during the event.

MORE: Inside Apple CEO Tim Cook’s Fight With the FBI

The Leadership Brief. Conversations with the most influential leaders in business and tech.

Please enter a valid email address.

* The request timed out and you did not successfully sign up. Please attempt to sign up again.

Sign Up Now

An unexpected error has occurred with your sign up. Please try again later.

Check the box if you do not wish to receive promotional offers via email from TIME.

You can unsubscribe at any time. By signing up you are agreeing to our Terms of Use and Privacy Policy. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Thank you!

For your security, we've sent a confirmation email to the address you entered. Click the link to confirm your subscription and begin receiving our newsletters. If you don't get the confirmation within 10 minutes, please check your spam folder.

Contact us at letters@time.com.