>> there will be limited quantities of the apple watch edition. it is priced from $10,000. >> the solid gold version priced like a rolex, far less likely to become an heirloom. >> it is really hard to understand how to justify spending $10,000 on something that may be obsolete in six months. >> apple thinks any version will be priceless for alerts, messages, and yes. >> you can receive calls on your watch. i have been wanting to do this since i was 5 years old. >> reporter: there are apps for uber, instagram, checking the bus schedule. >> you have a map. see nearby stations. you can click. get information on the frequency. >> reporter: developers of moveit had help from apple. but like others they're waiting for real users with real apple watches to test it. >> it is always better to see things in action and real life. >> how many watches you're going to sell? >> not predicting today. i am really confident. >> reporter: jonathan bloom, abc news.