1. Apple Watch event

At its Spring Forward event this week, Apple revealed more details about its upcoming wearable, including a battery runtime of 18 hours and third-party applications from a variety of developers, including Instagram and ESPN. In addition, Apple announced the final price points for its three lines, which range from $350 for the Sport models to as much as $17,000 for the 18-karat gold Edition models. Apple Watch will be available for preorder on April 10, and ships two weeks later.

2. Microsoft is bringing Cortana to iOS and Android

Cortana, the Halo-inspired virtual assistant for Windows Phone and Windows 10, is becoming a standalone app for both iOS and Android. Microsoft is betting big on cross-platform experiences to help position the company for future success. By providing amazing products to users regardless of platform, Microsoft is ensuring that it provides value without any additional barriers. It would be a huge win for Microsoft to have Cortana assisting iPhone users, allowing them to play with the evolving ecosystem of Microsoft software products.

3. Apple’s new MacBook battery tech

In its ultra-thin new MacBook, Apple introduced a new approach to battery technology to accommodate its tapered enclosure. The MacBook’s battery features a terraced design of multiple cells to completely fill the unibody aluminum casing, and offers the 13-millimeter MacBook up to 9 hours of battery life. As Apple’s mobile products trend toward increasingly curved enclosures, this battery design could enable new space-saving features and battery longevity. The MacBook also includes a new Apple Watch–inspired Force Touch trackpad, a pressure-sensitive technology which is also rumored to be coming to Apple’s next-generation iPhone.

4. Twitter TV Timelines

Twitter is testing a new feature in its iOS app that surfaces tweets and photos related to specific TV shows into distinct streams. Today’s viewers are increasingly encouraged to engage with the show in real-time, and Twitter is looking to provide the perfect channel. These timelines are currently invite-only, access is gained by using a TV show’s hashtag. From there, the conversation is organized by columns into highlights and media, with a clear and intuitive experience. As second-screen experiences continue to take form for many audiences, innovative engagement will be key to viewer happiness.

5. Google launches its own online store

Google has long sold its products on a special “devices” section on the Google Play Store, but this week the tech giant finally launched a new web store for its growing family of hardware products from Nexus, Chromebooks, and Nest. The Google Store is a beautiful, Material Design–inspired interface with glamorous shots of Google products, with the ability to drill deep into the product, the specs, and the design.