Anyway, stay tuned for our ongoing coverage. Thanks!
It has been known for its big-screen phone-tablet hybrids (called phablets), which the iPhone 6 Plus directly targets. And it has six smartwatches on the market.
Samsung won't be so happy, though. We'll have to see what response ads it comes out with
We've got two new phones and a wearable, early next year. That misses the key holiday selling season, but Apple will be hoping consumers hold off on buying a rival device in favor of their product
Check out all of our coverage online and our ongoing coverage once our reviewers get their hands on the devices
So the big cube outside is the demo room, as we expected
Cook: We have the most amazing hands-on experieince, far beyond we've ever had, waiting for you.
Cook is calling out specific employees. Jeff Williams is the head of operations handpicked by Cook to replace him when Cook became CEO. Also Jony Ive, the head designer. And Eddy Cue, the head of software and services
The front 2/3 of the auditorium is Apple employees
Cook: I want to thank everyone for coming. I especially want to thank all the people from Apple who were so involved
Cook: This is the biggest album release in the history of music, and it's going to sound absolutely fantastic on your iPhone 6
It's playing the same song we just heard
This time the colorful people are the U2 band members, playing a new song
This ad is so much like the old colorful iTunes ads, where the people danced around with their iPods to a catchy tune
Cook: We were so excited about this, we made an ad. Want to make sure everyone knows about it
Exclusive through Oct. 13
Cook: It will only be with Apple until mid-October. If you're not an Apple customer today, become one before mid-October and you get the album for free
Cook: Available throughout the day in your iTunes music library. All you have to do is click and you can begin listening to this incredible music. Also will be on iTunes Radio and Beats Music.
Cook: Every iTunes customer gets this incredible album for free. That's over a half a billion customers. And it makes music history because it's the largest album release of all time