Forgive me. I only have a month to rehearse this and get it right.

Q: £600 for a watch?!

A: But it’s not a watch.

You see ever since Apple dropped the ‘Computer’ bit from its name and became a consumer product company, they have brought products to market which are not what the name says.

Take the iPhone. How long do you actually spend using it as a phone? Half the time you seem to be speaking Spanish into it, and then there are all those apps, and content, and so on. So it’s not a phone really at all. That is the minimal core function on which Apple has built an app and content platform. Clever, isn’t it? If they hadn’t called it a phone, no one would have bought one, because they wouldn’t have seen a use for it.

Then there’s the iPad. It’s not a tablet computer. Very few of the things that I spend time doing on my Mac would I do on my iPad. Instead, it’s another platform for content and apps – books, movies, magazines, all those wonderful do-dahs that you wouldn’t otherwise be able to carry round with you.

So this isn’t a £600 watch. It’s an extension to the iPhone that has minimal core function as a watch. You wear it like a watch, and it tells you the time, but then so would some £5 cheapy off Amazon. No, it is a Strava to replace those expensive bike and running computers, and much more.

What happens when you’re out and your phone rings, or alerts you to something? You have to stop, rummage around trying to find it from the bottom of your bag or pocket, get it out, unlock it, and then deal with whatever it alerted you to. Now your wearable iPhone extension will tell you what it is, right there on your wrist, and you can deal with it without having to dig your phone out. Then there are all the extra things that it will do, which your iPhone cannot, by virtue of being there on your wrist. Clever, isn’t it? Call it a watch so that people recognise what they’re buying, but sell them something that they have never had before.

Q: So which one are you getting me?