Washington: Apple Tuesday unveiled a new Apple Watch, touting it as a comprehensive health and fitness device, a mobile wallet called Apple Pay and two bigger screen versions of the iPhone, the 6 and the 6 Plus.

"What we didn't do was take the iPhone and shrink the user interface and strap it on your wrist," said Chief Executive Tim Cook dressed in a purple, untucked shirt at Apple’s splashy launch event at Flint Centre in Cupertino, California.

“It's the most personal device we've ever created," he said of the new watch with a traditional square watch face, calling it "a comprehensive health and fitness device".

The Apple Watch pairs with the new iPhones to display notifications. It features a magnetic charger, health and fitness apps and a crown that controls zoom and scrolling with a twist. It also tells time.

Apple said it will sell three versions of the Apple Watch, including a sports model and an 18 carat gold model called the "Apple Watch Edition".

The Apple Watch also comes in two sizes, one slightly smaller than the other.