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Our clearest look yet at the Apple Watch Series 4

The Apple Watch Series 4 will likely have solid-state controls that are more receded into the frame

The Apple Watch 4 will start from $399 for the Global Positioning System version and will cost $499 for the one with Global Positioning System and LTE. Along with the release of the new watches, Apple is dropping the price of the Series 3 to $279.

Though the screens on Series 4 are larger, Apple said it made "minimal changes" to the case size; it's thinner and less total volume than Series 3.

"It is incredible to think that the same Watch you wear every day can now take an ECG", Apple COO Jeff Williams said while unveiling the device.

And the new dynamic watch faces positively dazzle on the large new display. Two new sizes were introduced, 40mm and 44mm, both featuring a 30% larger display that went from edge to edge.

But it won't just be iPhones, as the fourth series of the popular Apple Watch is also set to be unveiled at the September 12 keynote. An electrical heart rate sensor also takes the ECG using a new ECG app that Apple says has been granted a stamp of approval from the FDA. With cellular, it starts at $499.

There is a good chance that Apple will sell out of some models of the Apple Watch Series 4 this week, and into next.

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Apple Watches were already capable wrist-worn heart-rate monitors, but the Series 4 has some new tricks in that regard. It delivers an alert and calls emergency services if the user doesn't move for one minute after a fall, Williams said. He said Apple has received clearance from the Food and Drug Administration for its new ECG app, and that the data will be protected by encryption on the Watch and in the cloud. Before you pull out your wallet, make sure you check out these reasons to skip the Apple Watch 4 this week.

Apple COO Jeff Williams described the new watch - Series 4 of which will be available to order starting September 14 - with some superhero-sounding language, calling it an "intelligent guardian for your health". Apple has designed some new watchOS faces that can display as many as eight "complications" at once, including combinations of different time zones, pictures of close friends or family that users can tap to quickly message, watchOS' activity rings, music, heart rate, air quality, UV index, weather, and much more.

The case comes in silver, gold and space gray and bands are available in gray, black and gold stainless steel.

Apple's also made internal improvements to the Apple Watch Series 4 that won't be obvious when looking at the wearable, but should be when using it. After about 30 seconds, the device measures heart rhythms, classifies them, and alerts the user if there are signs of atrial fibrillation.

Apple now claims that its Watch 4 battery life is staying strong at 18 hours for "all-day", which is a bit of a disappointment and keeps it behind the same levels claimed by others like Samsung or more dedicated running devices.

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