Apple sends an Apple Watch Ultra reminder

Climb any mountain, or watch movies about it, with this tough Apple Watch

Apple really doesn’t want you to forget that the already critically-acclaimed Apple Watch Ultra as well as the new AirPods Pro will be available at high-street Apple Stores and resellers starting this Friday – and the first of these machines are beginning to reach customers. Though, somewhat sad for me, not to me.

Apple really likes its most aspirational personal product

Yes, yes, yes, we all know the Apple Watch Ultra is built for rugged, tough activities, like mountain climbing and swimming, hang gliding, skiing, and exploring the poles. That’s why so many of us quit the announcement keynote lusting after one of these things to wear when going to the mall or mowing the lawn. It’s like Nike jog pants – while some people do run, an enormous number of us like to wear them on the couch.

All the same, Apple has built the device to handle tough things. And to make sure it can handle tough things, it’s made it a tough thing in itself. It’s bigger than any other watch and is encased in tough thing titanium.

(I can still recall Steve Jobs pointing out that titanium was tough enough for aircraft engines when the titanium PowerBook was announced).

Time for tough talk

It has a 49mm case, with a flat sapphire front crystal display built to handle tough things. It has an Action button you can configure to run tasks for you while you are doing tough things. The display is bright, because no one wants to squint when things gets tough. You get 36-hours battery life, certainly tough enough to give you the time you need to kayak swiftly away from an alien invasion, or at least dial in to watch that movie using the remote control hidden down the side of the couch.

It’s tough, tough, tough. And coming to a store near you.

Because it is tough, it also has tough apps, the Wayfinder watchface, brilliant GP and a Backtrack function, underwater dive computers and everything else you could possibly need for tough talk and bragging rights.

It’s the watch I’d wear to walk my dog if she had more ambition than simply playing fetch in my local field. It’s also the watch I’d use now I’ve learned my lesson from cracking the screen of my own when I dropped it on the bathroom floor. I want this watch. I want to be tough. I have the qualifications. I own sports-branded sweatpants, and a relatively comfortable settee. Why is life so unfair? Must I live on hope?

Sometimes, life can be tough.

And if you want the super-tough Apple Watch Ultra, it’s coming soon to your local store. I want one. I bet you beat me to it.

Et tu, AirPods Pro 2

Apple also wants you to remember its new AirPods Pro. Powered by the new H2 chip, AirPods Pro (2nd generation) unlock breakthrough audio performance, including major upgrades to Active Noise Cancellation and Transparency mode, while also delivering a unique way to experience Spatial Audio that’s even more immersive.

You can even create a Personalized Spatial Audio profile that delivers a listening experience precisely tuned just for you. You could perhaps stream your ‘Gonna Fly Now’ -based playlist from your Apple Watch Ultra while walking – energetically – to your local store.

Apple has added touch control for media playback and volume adjustments to the AirPods stem, extended battery life, improved the case and introduced ear tips for smaller ears in these.

You even get Find My support in the case, which also hosts a dainty built-in speaker for all the sidewalk DJ’s to use and enjoy. You know these things are going to be popular, and they’re coming to a retailer near you from September 23.

“Won’t be long now,” as Conti and Connors said.

Apple Watch Ultra is $799 (US), and AirPods Pro (2nd generation) are $249 (US).

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