Apple dropped the starting price for the Apple Watch to $299 in a move that could make the best-selling smartwatch grab more traction.
CEO Tim Cook outlined the price drop during Apple's product event on Monday.
Apple Watch, initially costing $349 to $17,000, hit the market a year ago, but hasn't changed much since beyond software updates and new bands.
"We're really excited about this new spring lineup. We want even more people to enjoy Apple Watch."
Cook outlined new sport and leather bands as well as a Milanese loop and woven nylon bands. A third of Apple Watch wearers change their bands regularly.
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