Apple has launched its highly anticipated iPhone 6 - in two models, the iPhone 6 and the iPhone 6 Plus - and made its long-awaited entry into the wearables market with a digital watch that can double as a fitness tracker and run a variety of apps.

Called the Apple Watch, it has an oblong glass screen with a curved, touch display and comes in three models - a standard version with a body made from black or silver stainless steel, a sports version in silver or gray aluminium and a luxury version in hardened, 18-carat gold.

The watch can be personalised to display any of numerous styles of watch face, in traditional analog as well as digital styles. It also runs a wide range of apps, relying heavily on the winder on the side of the watch, known as the crown, to control the interface.

Pushing the crown, for instance, takes the user to the home screen, which displays small, circular app icons in a colorful style reminiscent of the iPhone. The user can touch the screen to zoom in on a group of apps and touch again to open one.

The watches will start at US$349 (UK pricing has yet to be announced) and be available early next year, Apple said. They'll work with the existing iPhone 5, 5C and 5S, as well as the new iPhone 6 and 6 Plus that were also unveiled at the same event.

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