Tim Cook had a big “one more thing” announcement up his sleeve, and it was a small sapphire-coated smartwatch dubbed the Apple Watch, not the fabled iWatch.

This iPhone-compatible watch has been unveiled alongside the iPhone 6 and iPhone 6 Plus, fulfilling the Cupertino company’s “new product categories” promise for 2014.

It’s not a circular smartwatch like its fashionable rival, Motorola’s Moto 360, but it still features a premium rectangular-shaped design and works seamlessly with iOS 8 devices.

Apple’s first wearable gadget beams messages, Facebook updates, simplified apps and Siri to our wrists, eliminating the all-too-common need to take out our devices to constantly check notifications.

Apple Watch also takes cues from the Nike FuelBand SE and other fitness tracker with health sensors and apps, a must for any serious wearable gadget these days.