When we last spoke about the upcoming release of the Apple iWatch, we commented on the way in which a variety of global brands had already created compatible apps. So since its release, what have these companies produced for the new device?

The Apple iWatch offered its first shipments to customers today, while pre-orders had been taken since the 10^th April. Prior to this, we’d seen a number of brands create new apps tailored to the smaller interface and different features, allowing users accessibility from the get-go. From the looks of things, apps are displayed on the home screen in a clear order as you would expect, all surrounding the central clock app. While our favourite social media apps such as Facebook, and Pinterest all have iWatch apps in the works, Twitter and Instagram are already available for download. The former appears to work well with Apple’s new device, displaying tabs for your feed, trends and notifications, which can all be opened to reveal new screens. To compose a tweet though, users will have to use the voice function, which means that the app might for now work better for scrolling. Instagram too has received praise for its iWatch app, with easy browsing capability, the ability to leave likes and comments, and handy notifications shown too so users don’t need to refer to their phones.

Our go-to brands such as Uber and Starbucks have also created compatible apps. One of the best updates with Uber’s iWatch app is that it has improved pickup accuracy- something the iPhone version lacks. It is currently a more paired down version though, simply useful for booking a cab, but unable to let users access their trip history, profile, and the other features associated with Uber’s full app. Starbucks’s iWatch app is great for helping users find their nearest location, and it is also compatible with Passbook, enabling customers to pay via the app. Getting creative with their new apps are brands such as Starwood Hotels, who have ensured that users can use it to book hotel rooms, be notified of their room number when they are near the hotel, and even unlock their room door with a simple hand wave over the lock.

However, we can’t say that across the whole spectrum, the iWatch appears to offer anything radical in terms of it’s third party apps- in fact, the current set available seem to be less in-depth than our iPhone versions, likely due to the restricted interface. It does seem as though the iWatch is more of a secondary addition to our portable set of gadgets, although its function definitely goes beyond the apps it offers. Obviously, there’s the added benefit of having a device attached to your wrist for easy access, and the novelty of slightly different functionality. For instance, iWatch’s microphone for voice control will probably become a much-used feature, while its pressure-sensitive touch screen brings up your app’s hidden features. On your Maps app for example, pressing down harder enables the user to search for specific locations, while the Shuffle feature appears when you do this in the Music app. There are some pretty cool additional features too, such as the ability to turn your iWatch silent by simply covering it with your hand before releasing. There’s also the friend “wheel” too, which displays your contacts in carousel form, so you can easily click on any to call or send a message. The fun thing about this feature is that the round button on the side of the watch (which on a normal watch would be the date and time adjuster), rotates your contact list when you turn it.

Have you bought the Apple iWatch, or are planning to soon? Which apps have taken your fancy, and how do you think brands can ensure theirs are compatible? We’d love to hear your thoughts, so please tweet to us @PracticeDigital and share your comments on our Facebook page.