Apple Watch has 18 hour battery, starts at $349

Apple launched several new products Monday, including the much anticipated Apple Watch, a thinner MacBook, and a lower-priced Apple TV.

The Apple Watch—the company's most anticipated product in years—will have an 18-hour battery life, and will start at $349, with mid-range versions at $549, said CEO Tim Cook. Pre-orders start on April 10.

The company's premiere wearable allows users to, among many other things, receive calls, communicate by tapping on the interface, and features a variety of apps measuring the wearer's health and vital signs.

The Apple Watch Edition, the most expensive model, starts at $10,000. It is available in 18-karat gold or rose gold with a selection of six bands to choose from.

The announcement was made at an event in San Francisco.

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The new MacBook, introduced by Phil Schiller, Apple's senior VP of marketing, is the thinnest ever, at 13.1 millimeters, and is lighter than previous iterations. The MacBook price will start at $1,299, said Schiller.

Earlier, Cook said the company had reduced the price of Apple TV to $69 and said that HBO will offer an over-the-top service starting in April for $14.99 a month.

The HBO subscription will give viewers access to all of the network's shows, past, present and future, said Richard Plepler, chairman and CEO of HBO.

The company's stock was mostly unchanged, up 0.2% on the day. It moved sharply higher as Apple presented the new MacBook, but gave back all of those gains during the course of the Watch introduction.

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