If you're looking for a foolproof way to capture the attention of the tech press, mess something up.
Like, say, the launch of your new fitness band. We've been hearing about Microsoft's rumored wearable device for quite some time — and now we're seeing it.
The company launched its "Microsoft Health" app across the major app stores — Windows Phone, Google Play, and Apple's App Store. It also published an app called "Microsoft Band Sync" in the Mac App Store — and that's where we got our first look at the company's wearable.
It didn't take long for the app's screenshots to populate the major (and minor) tech blogs.
And it wasn't long after all the fun-poking that Microsoft went ahead and officially announced its fitness wearable. So — ha!
That's right — according to Re/code, the $199 Microsoft Band will go on sale this Thursday. It'll last 48 hours per charge and packs in 10 sensors for tracking heart rate, sleep, UV exposure and more.
Microsoft is relying on the band's universal compatibility as a major selling point. "We are as open as you get. We are iOS we are Android and we are Windows phone."
Microsoft also plans to take on the major fitness trackers from Apple and Google with a data-logging app of its own. (Video via Apple)
This video includes an image from Getty Images.