The big day is here. After months of speculation, rumors and counter-rumors, we now know what’s on sale and for how much. Here’s the full rundown.

The Apple Watch Series 10 updates one of our favorite smartwatches (the Series 9 ). The latest model has a thinner design, making it more comfortable to wear for longer periods. The watch will also update once per second when you turn on Always On mode instead of once per minute like in previous models.

Looking to see how the Apple Watch Series 10 compares with the Series 9? We've tested both generations - this is what we recommend.

Pre-orders are now open for the new Apple Watch Series 10 smartwatch. Here's why we think you'll want to buy it.

There are also a couple of new customization options and the advent of Live Activities on Apple Watch for the first time. Despite the lack of Apple Intelligence, the new AI features coming to iPhone, iPad, and Mac, watchOS 11 is a fairly decent update.

The embiggening of the Apple Watch is nothing new. The original Apple Watch measured 38mm and 42mm. The Series 4 bumped that up to 40mm and 44mm. The Series 7 made it 41mm and 45mm. Today, the Series 10 measures 42mm and 46mm. Normally, I rail against the trend toward larger watches, but the Series 10’s display is worth every millimeter.

Apple greeted customers at its stores around the world on Friday, for the debuts of the iPhone 16, Apple Watch Series 10 and AirPods 4.