Apple CEO Tim Cook revealed the newest innovation, the Apple Watch, on Tuesday, giving a nod to Steve Jobs by repeating the late founder's signature mantra.
"We're not quite finished yet ... we have one more thing," Cook told the crowd after unveiling the iPhone 6 (on sale Sept. 19), according to Mashable.
Also on hand (literally)? Justin Timberlake and Jimmy Fallon, who showed off the iPhone 6 and iPhone 6 Plus in a first look of Apple's new commercials. Though their voices are recognizable, the comedic BFFs' faces never appear on screen.
Apple Watch is the first new product under Cook's leadership, Reuters reports, and is sure to become the hottest new accessory: It comes in three different collections, including a luxury line with 18-karat gold casing.
Available in early 2015, the $349 watch boasts wireless charging, Siri, custom emojis, a heart rate sensor, new workout apps, walkie talkie capabilities and compatibility with Apple Pay – the company's just-announced mobile replacement for debit cards, The Verge writes.
But some stars are just excited to treat it like a clock.
"For centuries, we've checked the time by looking at our phones. Having it on your wrist? Genius," Ellen DeGeneres joked on Twitter.
Check out more reactions from celebrities and techies below: