Jony Ive shows off new Apple Watch Sport bands

Pre-empting this week’s big release, Apple’s design chief has unveiled an exclusive collection of previously unseen Apple Watch Sport bands.

Jony Ive took to the Salone Del Mobile Design Fair in Milan to unveil the collection, revealing an entirely new range of band colours.

Apple’s marketing lead Phil Schiller and designer Marc Newson were also in attendance at the unveiling.

New Apple Watch strap colours include dark blue, light pink, red, and yellow.

The Apple Watch Sport was made available for pre-order 10 days ago, shipping in white, blue, green, pink, and black colour options.

An image of the new bands was posted to Instagram by philanthropist and artist Umberta Gnutti Beretta; a total of 17 straps were pictured, as reported by Business Insider.

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Apple has made much of the fact that Apple Watch bands can be swapped out and customised to suit the user.

The company has reportedly even trained its employees to be able to make recommendations for certain straps depending on your clothing style.

It’s not clear whether the bands revealed in Milan will be released to the public yet, however. So don’t charge down to your local Apple store with cash in hand demanding a light pink strap just yet.

The Apple Watch is set to begin shipping on April 24 for some pre-order customers, although many buyers will be waiting weeks before they actually get their hands on the wearable.