Good morning from Cupertino! I'm in the press holding pen with Alyssa Bereznak and Aaron Pressman from Yahoo. Alyssa is drinking the Kool Aid. Stand by for pic.
photographic evidence: spinach/arugula/romaine/basil/lemon/apple.
i'm also eating a kale/tofu wrap
Is there such a thing as a bad hair day for Craig Federighi?
@techledes: Confirmed. He is looking good.
Yes, what you hear on the Apple.com video feed is a mix of two different songs playing over one another...for some reason.
We're seating in the Flint Center!
Network connectivity is very poor as everyone here tries to do just what we're doing now: Cover this live.
OK! America's 35,000 top tech journalists are crammed into an auditorium in Cupertino to see what Apple will unveil today! Same theater where the original Mac was unveiled in 1984. A hush falls over the crowd....
Show is starting with a video... about seeing things differently, following a vision, being first.
Very, very cool, profound, wordless video. Piano, solo violin, guitar. The mood is moving and hushed.
The video is like an OK Go vid, with a lot of big optical illusions. The music is more soothing, though. Lots of strings and pianos
We're hearing that tinkling piano we've come to know and love in all Apple commercials.
Different: That's the theme here.
"See things. Differently." (Note to grammarians: That's a radical grammatical change from "Think different.")
"There's always another way." "A bigger way."
"You are the difference."
Apple wants its customers to make the world a better place! Aww.
Words on the screen: "You are the difference between the world as it was...and the better place it will become. And DIFFERENT is the one thing about us that will always be the same."
Video over. Crowd goes WILD. Cheering. Tim Cook on stage, looking triumpant.
Tim Cook takes the stage--AND HIS SHIRT IS NOT BLACK. This truly is a new era!
Cook is discussing the history of Flint center at the moment.
Cook: "It is great to be back in the Flint Center, just down the road from Apple's birthplace in Cupertino. We've had some of the most important product introductions on this stage. On this stage, Steve introduced the Macintosh to the world. On this stage, we introduced the iMac, which signaled the rebirth of Apple."
Cook: "We hope you will agree that this day, too, is a very key day for Apple."
Cook: "I'm dispensing with usual keynote updates to tell you, 'Everything's great.'"
Cook is discussing iPhones!
He's going over some numbers now, it's the #1 smartphone in the world and "the most loved phone in the world."
Today "they're launching the biggest advancement in the history of iPhone," says Cook