Apple didn't conceive the just-announced Apple Watch until after the company's founder and former-figurehead Steve Jobs had died, CEO Tim Cook revealed in an interview last night.
The announcement confirms that this is the first Apple device in the post-Jobs era.
It's the first new category of device the company has launched since the original iPad in 2010.
Speaking to ABC News moments after leaving the stage, Cook said: "We started working on it [Apple Watch] after his passing. But his DNA runs through all of us. And so the foundation that he left, you can see in all the things we're doing today, and the way we look at things.
"To me, it's not a big deal whether he personally say something or didn't, it's his thinking or his taste and his incredible perfectionist kind of view and his view that you should always innovate... all of those things are alive and well in the company and I think they always will be and I think his DNA will always be the foundation of Apple."
Cook added that Jobs would be proud of Apple right now.
"I think he would be incredibly proud to see the company that he left us – which is one of his greatest gifts to mankind was the company itself – be doing what it's doing today.
"I think he's smiling right now."