Apple finally reveals the one device we've truly been waiting for, one CEO Tim Cook says the company has worked "incredibly hard" on-- the much fabled Apple Watch (NOT iWatch!), a wearable device Cook says is no less than "the best watch in the world."

Essentially a squarish device with a a dial on the right, the Watch features metal construction, a flexible sapphire Retina display and multiple bands in different materials, it is also said the be the most customizable and "personal" Apple device yet.

Greeted with nothing less than a standing ovation at the Flint Center, the Watch features what is admittedly one of the most interesting Apple innovations in recent years-- a dial-based UI, which the company calls "Digital Crown." It allows users to fluidly zoom into the display, make precise adjustments and control apps in different ways, all with a minimum of touch-based controls.

A second "Digital Touch" button beneath the dial brings up contacts and various communications options.

"Apple Watch is made to be worn, and it can be worn all day at any occasion," Cook says. "It seamlessly combines the material from software and technology, and we thought not only of the function, but of the way it looked."

Powering the device is the S1, a custom-designed chip packing an entire computer. It also carries 4 LED lenses, heart rate monitor, gyroscope, accelerometer, a MagSafe-style charging solution and a "haptic engine" providing vibration-based feedback.

In a move away from the uniform Apple norm the Watch also features a variety of customizable watch faces, as well as 6 interchangeable straps in leather, polymer, metal mesh and stainless steel materials.

It comes in 3 different materials-- stainless steel, aluminium and special edition 18k gold. Like most other smartwatches the Watch still requires tethering to a smartphone to actually use, in this case obviously an iPhone (specifically an iPhone 6, 6 Plus, 5s, 5c and 5).

When it comes to software, Apple provides 3rd party developers with a WatchKit API. The company says apps from the likes of Twitter, Pinterest, BMW, Honeywell, Lutron and Nike are already in development. Meanwhile Apple itself will offer maps, messaging, health and fitness apps.

The Watch will be available on early 2015. According to Cook it will "be worth the wait." Guess we'll just have to do exactly that.

Go Apple