A year after it launched, Apple has slashed the price of the Apple Watch, and given it a range of new bands in new colours.
The smartwatch now starts at $299 (£208) in the US. In the UK, prices start at £259, which is £40 off the previous price.
The newest band in the range is a Woven Nylon strap. It has a four-layer construction and comes in a range of seven colours, including pink, grey, blue and yellow.
It costs £39, placing it at the cheaper end of the price scale.
According to Apple CEO Tim Cook, around a third of all Apple Watch customers regularly change the band on their device. He also talked up how successful the device has been, calling it the top-selling smartwatch in the world.
However, he stopped short of announcing any sales figures. Apple is usually only too keen to shout about product sales, which suggests the watch hasn't been as much of a runaway success as Cook would have us believe.
Cynics would say the price cut is another sign of lower-than-expected sales. Though without any hard figures to go on, it's impossible to say either way.
Cook also referred to this new range of bands as the "new spring line-up", positioning the device as a proper fashion accessory rather than a piece of technology.
At the launch event, Cook said that over 1 billion Apple devices are now in use around the world, and reiterated the company's commitment to protecting its customers' privacy.