Apple announced today it will launch its new Watch Series 2 in the US and worldwide in October 2016. By hardware and software terms, there is nothing revolutionary in the new device. Much of it has been seen elsewhere in rival devices. The Watch 2 looks a little slicker, it has a brighter display for better outdoor use, a faster dual-core processor, inbuilt GPS, watchOS 3, and Pokemon Go for outdoor gamers. Few details were given initially on battery life...

Apple pushed heavily the Watch Series 2's sporty credentials. It is waterproof and swimproof to 50 meters for freshwater and seawater (assuming the salty water needs to be rinsed with freshwater after a dip in the ocean). It is your "swimming partner".

There was a big splash at the event with Nike -- the co-marketed device will be positioned as your "running partner" for the young-at-heart and active fitness or health fans.

This upgraded positioning from Apple and Nike is clearly a direct attack to regain momentum from Fitbit, the world's no.1 wearables vendor due to its popular fitnessbands and smartwatches. Fitbit's CEO will not sleep well tonight.