After teasing the collaboration last month, Apple has released the Hermès edition of its watches in select stores across North America.
Frankfurt also provides the venue for another major announcement: the extension of Apple CarPlay support to the entire Ferrari range.
Burberry stakes its claim as the first global brand with a dedicated Apple Music channel.
Apple is working with luxury brand Hermès to introduce a new Apple Watch collection, the Apple Watch Hermès.
Apple wants customers to be able to walk into its stores and try on an Apple Watch without an appointment, reports 9to5Mac.
Apple is expected to host its next iPhone launch on Sept 9, so what can we expect when Tim Cook takes to the stage to unveil the new device?