Apple Watches make powerful technology more accessible and more personal. The Apple Watch range represents a new chapter in the relationship people have with technology. Interacting with an Apple Watch is designed to be as easy, fluent and intuitive as using an iPhone or working on a Mac, but with an ingenious new method to navigate and input. This is achieved through the Digital Crown, a versatile tool that answers the fundamental challenge of how to magnify content on a small display. While being a new way to navigate, the infrastructure is designed to be familiar, meaning it will take next to time no time to master the watch.