After months of rumors and dozens of fan-created images of what an Apple watch might look like, the tech giant will show us what it's been working on today, when it's expected to unveil a new smartwatch at a splashy event in Cupertino, Calif.
We'll be updating this post with news from Apple today; things kick off at 1 p.m. ET.
The release of what many are calling the iWatch has been anticipated for months; today, reports are emerging that the watch will include a health-monitoring app the company developed with the Mayo Clinic. Many expect Apple will also set release dates for new iterations of its iPhone and operating system, which could allow people to use their phone as a wallet, in place of credit or debit cards.
Analysts predict that CEO Tim Cook will likely demonstrate the iPhone 6, with a new design and larger screen that could hit the market later this month.
As NPR's Laura Sydell says, the new model responds to a push to make phone screens larger: "The iPhone 5 screen is 4 inches on the diagonal compared with 5.7 inches on the [Samsung] Galaxy."
Many have looked to Apple's unveiling of a smartwatch as a potential "disruptive" product, one that can create new demands and expectations among consumers and shape a new market.
The market for smartwatches has long been seen as one that's waiting in the wings, ready for explosive new growth. But tech experts say the trick will be to differentiate the watches from smartphones — and to give consumers a reason to buy yet another device.
Other companies have already unveiled capable and stylish smartwatches, most of them using versions of the Android operating system.
Motorola recently released its Moto 360, a $249 watch with a traditional round body and wrist strap – but with a screen that can morph from a digital or analog watch face to one that shows emails and messages.
And the Pebble, a blocky watch whose style evokes 8-bit graphics, made headlines for being what Wired called "the most successful Kickstarter project ever," raising $10 million back in 2012. The company is now selling its watches online for $150-$250.
As NPR's Steve Henn reported last year, Samsung's Galaxy Gear watch sparked a mixed reaction when it was unveiled, largely over its price ($199-$299) and short battery life.
Steve also noted that tech experts such as venture capitalist Brad Feld are hoping smartwatches usher in a new era of the "quantified self," with the watch's proximity to its owner allowing people to track a variety of health metrics about themselves:
"What really excites technologists like Feld about watches is how intimate these devices could be. A watch touches your skin, so it can take your pulse, measure your temperature and record the quality of your sleep. Feld says it could become almost like another organ."
In addition to Samsung, Steve also mentioned the Fitbit, a flexible wristband that collects "personal metrics" about its wearer's movements and health. The device has proven to be very popular – but it lacks the range of consumer-friendly features that a smartwatch can promise, and it relies on connections to a computer or smartphone.
The Fitbit brings us to the wider realm of smart non-phones that many simply call wearables. The Google Glass can fit in this category, as well.
The pursuit of a smartwatch that's both attractive and useful — and a hit with consumers — is one that's been running for years. Tech giant Intel made its attempt back in the 1970s, for instance, with the doomed Microma watch.
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