Apple has started approving third-party apps for its smartwatch. Twitter made the first cut. Facebook did not.

By Philip Elmer-DeWitt
March 27, 2015

Pre-orders for the Apple Watch don’t begin for another two weeks and sales don’t begin for four, but the App Store team has already approved two dozen third-party apps for the new device.

The list below, scraped from the App Store by 9to5Mac’s Zac Hall, was presumably curated by Apple with a purpose. Initial impressions are critical for a device whose utility is still an open question.

These apps — and any others approved before April 10 — are the ones staffers will be showing customers in Apple Store test-drives. They will shape the initial impressions in the first wave of Apple Watch reviews. They will also get a huge leg up — a first-mover advantage — on the competition.

It’s an interesting list. All 24 are updates of existing iOS apps. Some are there to show off functions — as hotel keys, credit cards, airline boarding passes. Others target narrow interests — cricket, baseball, fantasy football. Some — like WeChat and AliPay — are pitched to the Asian market. Some, like SkyGuide, are probably there because they’re just so cool.

Two notable omissions: Google and Facebook.

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Most of the images in Apple’s TV ad, below, were generated by home-grown apps.

[youtube=http://www.youtube.com/watch?v=1Ql0Z8Il73s&w=640&h=390]

Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple AAPL coverage at fortune.com/ped or subscribe via his RSS feed.

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