Apple Watch has 10,000 apps; Makes third party developer case

Ahead of the Watch OS 2 launch, Apple makes its business case for Apple Watch apps.

Apple didn't reveal sales figures for the Apple Watch at its San Francisco powwow on Wednesday, but said there are more than 10,000 apps for its latest device and outlined tweaks that may appeal to enterprise developers.

Watch OS 2 launches Sept. 16.

A trip into Apple's flagship store in Manhattan indicates that the company is pushing the Apple Watch heavily. However, apps will sell the watch. The business use case remains fuzzy, but Apple is working to change that.

Jeff Williams, Apple's senior vice president of operations, outlined the Watch's latest third party native apps and a few included professional use cases. The main takeaway is that notifications matter more than watch faces.

For instance, AirStrip, an app designed for physicians, highlighted views that would apply to doctors on the fly all with HIPAA compliance. "I can actually time travel to see what's next. If a nurse sends me a message, I can see all this relevant data," said Dr. Cameron Powell, chief medical officer at AirStrip.

The Apple Watch is being used to monitor pregnant women and their babies.

Williams' appeal is to third party developers and that native notifications will matter. Obviously, there's an enterprise pitch for developers beyond apps like Facebook Messenger.

Here's a look:

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Other items include.

New bands.

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Gold and rose gold Sport models for $350/$400.

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New apps.