The luxury Apple Watch starts at $10,000

Price: $349 (38 mm), $399 (42 mm)

The sport is the lowest-end watch. Apple says the Sport is lightweight, with a scratch-resistant, ionX screen and an aluminum case that the company engineered to be extra strong. The case comes in steel and space gray. The band comes in fluoroelastomer, and in five colors: white, blue, green, pink, and black.

Price: $549–$1,049 (38 mm), $599–$1,099 (42 mm); price depends on band

The Apple Watch cases will come in two colors: stainless steel and space black. The stainless steel, like the Watch Sport’s aluminum, is made to be extra-strong and nick-resistant. The black version has a carbon coating. The Watch allows for a wider variety of bands than the Sport — leather, metal links, metal mesh, and a fluoroelastomer sport band.

Price: starts at $10,000

This is the luxury edition of the Apple watch, and according to Cook, it will only be available in “select retail stores.” Not only is the Watch Edition’s case fashioned from 18-karat gold; it’s a sort of supergold that Apple crafted to be “up to twice as hard as standard gold,” according to the company’s website.