Dive Brief: 

• The highly-anticipated Apple Watch launch date of April 24 is approaching fast, and brands are wasting little time jumping on the bandwagon and preparing apps for the device. 
• Several high-profile brands have already developed apps for the wearable, including American Airlines, BMW, ESPN, and Starwood Hotels. 
• Features of the apps highlight different uses for the smartwatch, including Starwood's ability to open hotel room doors hands-free, and American Airlines' feature of sending real-time notifications on gate changes and time delays. 

Dive Insight: 

The Apple Watch is set to make a big splash in the wearable and mobile market. If the smartwatch trend takes off, those who get in on the ground floor will have an advantage. There is, of course, an element of risk involved when devoting time to app development for an untested device—a risk that is always present with new technology.