SAN FRANCISCO >> Make calls, read email, control music, manage Instagram photos, keep up with your workout, pay for groceries, open your hotel room door. CEO Tim Cook says you can do it all from your wrist with Apple Watch — for 18 hours a day. That’s how long the battery will last.

Pre-orders start April 10 and the devices will range from $349 to as much as $10,000 for a luxury edition. Industry watchers are eager to see if Apple’s version will be the tipping point for the sluggish smartwatch market. There was similar skepticism when Apple released the iPad in 2010, yet the company has successfully sold millions and its popularity has shaken up the PC market.

The stakes are high for a company that just dislodged AT&T as one of the 30 stocks comprising the venerable Dow Jones industrial average. The watch is the first brand-new device Apple has launched without Steve Jobs.

Cook is directing Apple’s big event Monday in San Francisco, unveiling a shiny, skinny and silent MacBook weighing in at just two pounds that the company says is the world’s most energy-efficient laptop. Apple also has unveiled a new deal between Apple TV and HBO, touted growth in iPhone sales and Apple Pay adoption, and announced a set of tools called ResearchKit to help hospitals and research centers develop apps for patients.

It cut the price of Apple TV by $30 to $69 and is partnering with HBO to offer its stand-alone streaming service, HBO Go, on Apple devices in time for the "Game of Thrones" premiere April 12. It will cost $14.99 monthly. Cook said 2,500 banks are now signed up with Apple Pay, which is available in 700,000 retail locations nationwide.=

The watch will start selling on April 24 in the U.S., Australia, Canada, China, France, Germany, Hong Kong, Japan and the United Kingdom.

The entry-level aluminum model, called Sport, will be aimed at fitness enthusiasts. It will cost $349 for the smaller, 38-millimeter model and $399 for the larger, 42-millimeter model. There will be choices of colors and bands.

The stainless steel edition will start at $549 and go up to $1,049 for the smaller model, depending on the selection of watch band. The larger model will range from $599 to $1,099. 

The Apple Watch Edition — the luxury model with 18-karat gold — will be available in limited quantities at select retail stores, for a price of $10,000.

Apple says the watch will have 18 hours of battery life across a range of activity — which Cook describes as "all day." That’s so if you factor in charging it while you sleep, but you wouldn’t be able to use sleep-tracking apps overnight.

The watch is charged with a magnetic charger that clicks into place when it’s near the back of the watch.

Apple also is releasing an update to its iOS software for iPhones on Monday that includes an Apple Watch app. You won’t be able to use it yet, but you can see some of the customization options and other features to come.

You can get reservation information for your Starwood hotel room, and unlock the room door right from the notification on the watch — bypassing the front desk. Using a service from Alarm.com, you can also open your garage door remotely.

Apple says developers have been working on thousands of apps since the company released tools in November.

Technology VP Kevin Lynch demonstrated being able to pay for groceries and other items via Apple Pay integrated into the watch.

Lynch also demonstrated making and receiving calls, getting a boarding pass notification and calling Uber. Lynch presses the watch’s crown to get to the home screen, chooses the Uber app and "calls" for a car.

He also showed how to use the digital touch option to draw a flower picture for his wife as a message.

Supermodel Christy Turlington Burns appeared on stage with Cook to promote the watch. She said she will try to beat four hours in the upcoming London Marathon.

"Apple Watch is going to help me get there," she vowed,

Fitness features include reminders to start moving when you’ve been sitting too long. A new Workout app will offer weekly summaries and goal suggestions for the upcoming week. Cook describes it as "having a coach on your wrist."

Cook unveiled a series of features available called "glances."

The watch will notify a wearer with a "tap" when a new email has arrived, for instance. You can use the watch for phone calls — the watch is connected to your iPhone using Bluetooth. "I have been wanting to do this since I was five years old. The day is finally here," Cook declared.

The starting price of the new MacBook laptop is $1,299 and comes with 256 gigabytes of storage. For $1,599, you get a faster processor and twice the storage. The MacBook will start shipping April 10.

Cook said Apple took what it learned from designing iPhones and iPads and "challenged ourselves to reinvent the notebook." Apple said the keyboard is more responsive, and the screen uses 30 percent less energy to offer the same brightness.

Apple is dropping many of the connection ports, such as USB, in favor of wireless technology. But when something needs to be connected, Apple is offering a single port that can be used for power charging, display output and accessories. It uses an emerging technology called USB-C.

Apple has been known to drop older technologies as new products come along. The MacBook Air got rid of a DVD drive long before others did, for instance.

Jeff Williams, Apple’s senior vice president of operations, addressed the role of Apple products in medical research. The company is creating a set of tools called ResearchKit to help hospitals and research centers develop apps for iPhone users to participate in studies. Apple says it’s working with leading researchers to develop apps for studies on diabetes, asthma, Parkinson’s disease, breast cancer, cardiovascular disease and other ailments. The Parkinson’s app, for instance, will monitor patients as they walk 20 steps to detect the progression of the diseases, which affects motor systems.

Apple said it won’t see any of the data to ensure privacy. ResearchKit, which will be open source, will be available next month. The first five apps are available Monday.