The fourth generation of Apple Watch will have a face that's 30% larger and a speaker that's 50% louder, Apple said Wednesday, at a press event here. 

In what was touted as a breakthrough by Apple execs here, the new watch can now do ECG heart tests, which was endorsed on stage by the American Heart Association and Apple said received FDA clearance. 

"It's redefining what a watch can do for you. We have re-imagined the Watch," said Apple CEO Tim Cook. 

The Series 4 edition of the Watch starts at $399, or $499 with cellular service as an add-on and will be available September 21. The price of the Series 3 watch, currently selling for $329, has been lowered to $279. effective today.


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