Apple is set to unveil a raft of new products including new iPad and iPad Mini devices, updates to its Mac OS X platform and a range of new Macbook computers. V3 will be providing live commentary of the event as it happens to offer analysis, insight and opinion as it happens.
19:26: Cook claims most companies would be happy to have one of these devices in their line-up, so to have them all is amazing. He thanks Apple staff and urges people to go and try out the device as soon as they can. And with that, the stream ends.
It's all over: new Macs, new iPads, Mavericks is on its way and free and many major apps are now free. Microsoft should take note, Apple is still gunning for you. Will the software innovations in Mavericks prove enticing to refusniks who won't update? We'll have to wait and see.
Meanwhile, Apple's tablet credentials continue to remain strong, with lovely looking devices that come with some serious specifications and the prices are dropping all the time. Whether it can stave off the Android assault remains to be seen but with a suite of new devices in time for Christmas there is no doubt it will be racking up huge sales in the weeks and months ahead.
Thanks for reading and keep checking back on V3 for in-depth news on all the major announcements and reaction to the products over the rest of the week.
19:24: Cook still talking, going on about the free offerings of iWork and iLife, and say the firm "couldn't be prouder" of the new iPads. He sounds like a proud parent. Now a sneak peak of the new advert you'll be sick of by Christmas.
19:22: Cook is back for a wrap up. Will there be 'one more thing'? Probably not, these days the leaks ruin the surprises, but we hope to be wrong...
19:19: Performance is eight times better, with all day 10 hour battery life, Schiller says, and has expanded LTE support expansion - hopefully that means 4G in the UK. It also has a 5MP iSight lens. Comes in white, space grey and black.
- It will cost $399 from the lowest specs available of 16GB WiFi.
- First iPad Mini will now cost just $299
There are also new covers costing, a staggering $39 each. That's where they get the ability to give software away for free.
19:17: Right, some specs of the new iPad Mini. It will have a 7.9″ screen, running at 2048×1536 and will come with the A7 processor too. Schiller says people love it because it allows them the complete iPad experience.
Most requested feature was a Retina display, which as the other specs show, is now coming to the device.
19:16: Another video, thanks Apple. SIr Jony Ive giving it some design chat. Video confirms 64-bit technology in iPad Air. iPad Mini 2 should be up next, so stay tuned.
19:12: "This is a screaming fast iPad", says Schiller. Expanded LTE support, in more places around the world. Also a 5MP iSight camera, new FaceTime HD camera, and dual-microphones for voice recognition and Siri use. Ten hour battery life.
- iPad Air will cost $499 be available from 1 November including the UK.
19:10: The bezel on the side is thinner - this is a nice touch, the border on the old units did look too big. The team found milimetres to save everywhere to make it thinner and lighter.
Previous iPad weighed 1.4lbs, new iPad Air weighs 1lb. It won't cost that, though. Hey, perhaps it will be free. Doubt it though.
- Inside the iPad Air, is new A7 chip from Apple, the same as the iPhone 5S.
19:08: Next generation of iPad on its way. Marketing man Phil is back. Don't fluff it.
Schiller starts by discussing the 10.1in device. It still looks a bit outdated compared to iPad Mini. Oh, here's another video.
Yes, it looks like an iPad. It's thinner, lighter and more powerful, he says.
- It's got a new name: iPad Air!
19:07: iPads on the Great Wall of China, on the side of moutains, in fire trucks, in classrooms, in hospitals. iPads everywhere, basically.
19:03: There are now 475,000 apps just for the iPad, Cook reveals. Now another video. These are great for us live bloggers. Really very thoughtful of Apple. Oh a cup of tea, thanks, don't mind if I do.
19:01: Cook starts by citing some criticism that iPad that came out when it first launched.
- It has now sold over 170 million units. Applause all round.
"Everybody is now making a tablet. Even the doubters. iPad is used more than any of the rest, and not just a little more, but a lot more."
19:00: Cook on the free push: "We are turning the industry on its ear. But this is not why we are doing it. We want customers to have access to our new apps."
Next up...iPad, he says with a glint in his eye.
18:59: Apple continues free push by announcing all the apps it just discussed within iWork and iLife are now available. Another dig at Microsoft along the way. This is hefty stuff. Tim Cook is back! Hooray.
18:57: Lots of in jokes from Apple execs now, taking the mick out of one another. Wish they'd just get on with it really. Slightly drags. Ah we're done. iPad excitement building.
18:52: Now updates to iWork - Pages, Numbers, Keynote all given improvements. Keynote gets new effects and interactions (the new version has been used for this presentation - meta).
We're getting a demo of how to make a poster. It's about as exciting as it sounds.
18:50: More free updates and available today. No hanging around. I hope other firms who unveil products set to come out in months time take note. People want stuff now.
18:47: Garage Band is updated too - we're getting some music creation demos now. Rock-tastic! The least rock and roll man you've ever seen is showing us how to make rock music.
18:44: Short video interlude...and we're back. iPhoto updates - it's coming to iPad. That's nice too, continued integration and cross-over of operating systems between devices. Sure they will all come together into one platform eventually, just like Windows is doing.
18:38: It's not cheap - it will cost $2,999. Available in December. It's also really quiet, Apple says. It will also be made in the US, Schiller said.
18:36: Apple reveals it gave the Mac Pro to some film, photography and music gurus to let them try it out and see what it could do for them. Unsurprisingly they all gave it glowing reviews.
18:33: Mac Pro now. One person went to cheer but then stopped. You go for it sir/madam. It is our vision for the future of the Pro desktop, says Schiller. Intel Xeon core in use in four, six, eight or 12 options.
First Mac that comes with dual work station graphics. Half a terabyte of bandwidth, seven teraflops for compute power. Flash based storage. 1.2GB/s read times, 1GB/s writes and one terabyte Flash storage.
18:31: New Macbook Pro 15in now on display. This will cost $1,999. 2GHz i7 processor, 8GB memory, and Retina display. Shipping today. He also gives some green credentials to the device.
18:27: Schiller says new Macbook Pro is even light. 13in is thinner at 0.71in thin. Fast too, he says, 13in has Intel Haswell 4th generation chip. Iris Graphics included. 90 percent faster than previous generation, Schiller claims.
Nine hours of battery life now offered on the device. Watch the entire Batman Trilogy, he says. Schiller calls it The Black Knight, - isn't that from Monty Python?
New 13in Pro starts at $1,299.
- 18:25: Mavericks is free - Federighi announces. MORE CHEERING! That's a nice touch and gonna hurt Microsoft. It's available from today.
“The days of spending 100s of dollars to get the most out of your computer are gone. Today we’re announcing a new era for the Mac because today we’re announcing Mavericks is free.”
It's available from today for devices as old as 2007. Now we're off to Phil Schiller, marketing guru at Apple to hear about Macbooks...
18:23: Now the Maps app shown off. Satellite view and fly-over shown off. Apple Maps actually is a lovely product to look at and has some nice features. But sadly it still lacks accuracy. This is the key function of any maps application. Just ask Ray Mears.
18:23: Lots of jokes from Federighi now. He's in the flow. Showing off calendar improvements to provide location information of appointments, and travel time and direction information.
18:21: Now they're showing notifications and messaging on Mavericks so you can reply to iMessages from the desktop. Notifications from websites also possible so pop-ups let you know about news or new products from key sites.
18:20: Federighi showing off how iBooks can be opened while working on a Mac now, so you can access information from your books while working on documents. Nifty for those that need it, but how many will, who knows. Still, nice that it's there.
18:18: New apps coming: Improved Map app for Mac devices (we all remember how the last launch of this turned out) and iBooks coming to Mavericks too. Now, the DEMO!
18:15: We're into the new stuff and OS 10, known as Mavericks - "a real doozy" according to Craig Federighi.
First up battery life. Apple claims new improvements mean a 13in Macbook on Mavericks will last an hour longer for certain tasks.
Memory next: Compressed Memory feature in Mavericks which compresses inactive parts of content of memory, to make space for new allocations. 6GB of data in 4GB of system RAM. Run more applications and never slow down, boasts Federighi.
Graphics: Mavericks boosts performance to meet demands of multi-app use.
All in all, some nice sounding updates, if they're as good as Apple paints them.
18:13: Now on to Macs. We want to build the best products that people want to use, says Cook. Cook his usual calm, laconic self. Claims competitions is "confused" - "they chased after netbooks, now they're trying to turn tablets into PCs and PCs into tablets". Typical Apple slight there.
18:11: Developers have now earned over $13bn from iTunes apps. That is fairly staggering.
18:09: Tim Cook waffles a bit about new iOS platform: "iOS 7 is bold new redesign with great new feature. The reviews have been tremendous. Millions of customers, hundreds of millions agreed. They loved the bold new redesign. (V3 readers obviously were not consulted)
18:06: Apple is now showing an uplifting video of people who queued for days picking up their devices.
18:05: Now we've started. Tim Cook is going through the motions. Claims iPhone 5S and 5C launch was the biggest ever. The US audience dutifully whoops and cheers.
18:01: Well, they're now official late starting. However, no doubt this is all part of the master plan to build suspense and excitement. Tim Cook must be going over his notes back stage. Let's hope he's not using the new iOS 7 Notes app.
17:55: And we're off...well, sort of. There's some epic hold music playing and a nice black screen with the familiar Apple logo displayed.
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