I re-wrote the Apple WatchKit press release to take out unnecessary adjectives and anything not simply describing the functions and facts. I did this because the number of ‘incredibly easy’ and “most personal device ever” phrases was actually making it hard to read. So I wanted to see what would happen if I took out the puffery.

The original is here.

Apple® today announced the availability of WatchKit, software that gives developers a set of tools for Apple Watch™. Developers can begin developing WatchKit apps before Apple Watch becomes available. Developers can create WatchKit apps, actionable notifications and Glances.

Philip Schiller, Apple’s senior vice president of Worldwide Marketing noted developers can, “work with new technologies such as Force Touch, Digital Crown and Taptic Engine.”

Notifications allow users to take action from their wrist such as turning the lights off after they’ve left the house, accessing flight details at the airport, and rerouting their transit when a train or bus is late. Glances show users information such as the latest news and sports scores, alarm system status or the next step of a favorite recipe.

App features are subject to change and may not be available in all regions or all languages. Apple Watch requires iPhone 5 or later.

The iOS 8.2 SDK beta including WatchKit is available now for iOS Developer Program members at developer.apple.com/watchkit. The WatchKit site includes programming guides, human interface guidelines, templates and more. Starting later next year, developers will be able to create fully native apps for Apple Watch.

“The ESPN app for Apple Watch gives us the ability to deliver live scores and information for their favorite teams,” said John Kosner, executive vice president of Digital and Print Media, ESPN. “Glances provide fans with a snapshot of live games, and if there is no game taking place, they’ll get valuable game-time information or the final box score. With actionable notifications… fans receive alerts on score changes, news and more.”

Kevin Systrom, co-founder and CEO of Instagram said, “With actionable notifications you can see and instantly like a photo or react with an emoji. The Instagram news and watch list allows you to see your friends’ latest photos, follow new accounts and get a real-time view of your likes and comments.”

“The American Airlines app on Apple Watch reminds you when it’s time to head to the airport via pre-trip notifications, and provides updates for gate changes, connecting gate info upon arrival, and will notify you when boarding begins if you’re not at the gate yet,” said John Gustafson, American Airlines vice president of Digital. “Travelers can also ask ‘Where am I?’ in-flight and get real-time location information at 30,000 ft.”