Apple today released the new Pride Apple Watch band for $49 at WWDC 2019 today. This is the first Pride sport loop Apple has ever created. The new Pride band also matches the new Apple Watch face that was released in watchOS 5.2.1

Soft, breathable, and lightweight, the Sport Loop features a hook-and-loop fastener for quick and easy adjustment. The double-layer nylon weave has dense loops on the skin side that provide soft cushioning while allowing moisture to escape. On the reverse side, the attachment loops are securely anchored for superior durability.

Apple is proud to support LGBTQ advocacy organizations working to bring about positive change, including GLSEN, PFLAG, The Trevor Project, Gender Spectrum, The National Center for Transgender Equality, and Encircle in the U.S., and ILGA internationally. A portion of the proceeds from Pride Edition band sales will benefit their important efforts.

The new Pride band is available on Apple.com and should be available in Apple Stores soon.