Apple Watch Series 5 has just launched live at Steve Jobs Theater in Cupertino, CA. The most significant new feature is an LTPO (Low-Temperature Polycrystalline Oxid – OLED) Retina screen that’s “Always-On” – while maintaining the same 18-hour battery life. An incredible feat considering the screen will always be on.

Additional new features include a compass with Apple maps integration and a dedicated compass app. The screen has a new ambient light sensor and the refresh rate has been enhanced to save power by operating between 1Hz to 60Hz.

Style-wise, there are more variations of Apple’s smartwatch to choose from than ever before. You can choose from aluminum, stainless steel, ceramic, and there are two all-new titanium cases. There are also new Nike and Hermes models, and the largest selection of straps and bracelets Apple has offered to date.

As was the case with the Apple Watch Series 4, health is an integral part of the Apple Watch, with features such as Emergency SOS, fall detection, and the ability to take an ECG with the Apple Watch all still available. There are three new health research studies being conducted on the Apple watch that you can opt-in to and provide data for crucial medical research via the all-new Apple Research app.

The Series 5 form factor is the same as the previous generation Apple Watch – launched in September 2018 – measuring 40 mm or 44 mm in diameter. Apple Watch Series 5 is available to purchase online today starting at $399 with GPS in the 40 mm size. Availability in-store begins September 20th.