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Nearly all of the company's rivals have targeted the market in an effort to establish a strong foothold ahead of Apple. Mobile-device makers including Samsung, LG and Motorola and Taiwanese PC maker Asus have unveiled smartwatches and fitness bands. Traditional watchmakers, such as Fossil, are getting in on the act. And even Intel, the world's largest maker of computer chips, has announced a new bejeweled luxury smart bracelet called the MICA that will sell for less than $1,000 later this year. Samsung, locked in ongoing patent disputes against Apple over smartphone and tablet designs, has introduced six smartwatches in the past year to define what the wearable market will be. Its devices include the Gear S smartwatch, which has its own 3G wireless connectivity (so it doesn't have to be paired with a smartphone or tablet); the Gear Fit fitness band; and the Gear Live, which runs Google's new Android Wear software for mobile devices.

Despite the push by tech companies, sales of wearables are believed to be weak, In the US, Europe, China, Japan and Australia, less than 1 percent -- or 0.81 percent -- of consumers own a smartwatch, according to a study by Kantar Worldpanel ComTech, Of global smartwatch owners, 51 percent have strapped on a Samsung device, 17 percent use Sony and 6 percent own a Pebble smartwatch, the research firm said, Apple, which also iphone case queen wasn't first to market with a digital music player, smartphone or tablet, has an opportunity to do what it's done in the past: come out with an elegant, easy-to-use device that showcases why it's a must-have, That's what its smartwatch rivals -- dinged for creating big, clunky and unappealing designs -- have failed to do, proffering nice but not compelling features like fitness tracking and notifications..

Estimates vary on the potential size of the wearables market, with some analysts predicting it to soar and others forecasting its demise. Market research firm IDC projects that from the end of this year to 2018, wearable shipments will increase nearly sixfold to 111.9 million units. Forrester Research, however, predicts that by 2016 the functionality of smartwatches and fitness bands will be absorbed by other devices such as smartphones and sensor-laden headphones. As for Apple, Morgan Stanley analyst Katy Huberty estimates the company could ship at least 30 million Apple Watches in the first 12 months the device is on sale, generating about $9 billion in revenue. It's possible Apple could ship double that amount, she added. By comparison, Apple sold 35.2 million iPhones in the quarter ended this June, helping it generate a total $37.4 billion in fiscal third-quarter revenue.

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