By Anick Jesdanun, Associated Press

SAN FRANCISCO (AP) — Make calls, read email, control music, manage Instagram photos, keep up with your workout, pay for groceries, open your hotel room door. CEO Tim Cook says you can do it all from your wrist with Apple Watch — for 18 hours a day. That’s how long the battery will last on an average day.

Pre-orders start April 10. The device costs $349 for a base model, while a luxury gold version will go for $10,000. Industry watchers are eager to see if Apple’s version will be the tipping point for the sluggish smartwatch market. There was similar skepticism when Apple released the iPad in 2010, yet the company has successfully sold millions and its popularity has shaken up the PC market.

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The stakes are high for a company that just dislodged AT&T as one of the 30 stocks comprising the venerable Dow Jones industrial average. The watch is the first brand-new device Apple has launched without Steve Jobs.

Cook directed Apple’s big event Monday in San Francisco, unveiling a shiny, skinny and silent MacBook weighing in at just two pounds that the company says is the world’s most energy-efficient laptop. Apple also has unveiled a new deal between Apple TV and HBO, touted growth in iPhone sales and Apple Pay adoption, and announced a set of tools called ResearchKit to help hospitals and research centers develop apps for patients.

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Apple Senior Vice President of Worldwide Marketing Phil Schiller announces the new MacBook (Photo credit Stephen Lam/Getty Images)

Apple Senior Vice President of Worldwide Marketing Phil Schiller announces the new MacBook (Photo credit Stephen Lam/Getty Images)

It cut the price of Apple TV by $30 to $69 and is partnering with HBO to offer its stand-alone streaming service, HBO Go, on Apple devices in time for the “Game of Thrones” premiere April 12. It will cost $14.99 monthly. Cook said 2,500 banks are now signed up with Apple Pay, which is available in 700,000 retail locations nationwide.

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