Thanks for joining us, everybody. We'll have all the latest news, plus hands-on details about everything Apple just announced, all day long on The Verge dot com!
If you can't get in, I also have a beautiful hands-on area.
And that's it. Tim telling us to go to the hands-on, so that's where we're going!
"We work really hard at Apple to create wonderful things, and we hope you love what we've introduced today. I think Steve would be really proud of them."
Casey's got it right -- the 8 is the one most people will get, but it's not the one most people will want.
Tim's wrapping up here.
Looking at that lineup of prices, it's the iPhone 8 that looks the weirdest to me. Who's it for?
And how much is a November 3 ship date for this going to impact iPhone 8 sales, if people hold off on upgrades?
Tim is back. "iPhone 10. This really is the future." Now for an ad.
Is this Apple's most expensive base price ever for an iPhone? I'd have to think yes.
iPhone SE $349, iPhone 6S $449. Still in the mix.
iPhone X 64GB $999 preorders October 27th, ships November 3rd. Also a 256GB version.
It has arsenic-free display glass, which is good for people who like to lick their phones.
As usual, I spent the previous 24 hours telling myself I wasn't going to want this phone, and then I watched the keynote and now I want this phone.
Jony Ive's voice just came out of a poop and then an angry chicken.
These videos must be so fun to make.
The iPhone X: It's unapologetically your face.
This theater was designed to make Jony's voice reach directly into your soul. It sounds incredible.
Others: wirelessly charge your smartphone
Apple: hold my beer
It's Jony Ive video time.
It's called AirPower. Apple is working with Qi to incorporate this into the standard. AirPower charger coming next year.
It's all intelligent and connected, but it all shows up on the iPhone.
So Apple is making a charging mat. It supports the iPhone, Series 3 Watch, and AirPods with optional new wireless charging case.
Showing off a bunch of devices all plugged in.
Sneak peek time.
"We also think we can make the wireless charging experience even better."
Qi charging as well.
"All this performance comes with a hit to battery life, so it's important to tell you that we've increased it." Two more hours of battery life than the iPhone 7.
How this event should end: "Anyway that's the iPhone X. We only made 10 of them, and we've hidden them somewhere inside this theater. Good luck!"
A11 Bionic chip inside -- all the same as the 8.
Imagine the candids you can take with portrait mode selfies.
Annnnd Phil is talking about the front camera. "A breakthrough in the photos you can take for selfies." Portrait mode and Portrait lighting from the front camera!
This is very clearly the moment when the front camera became way more important and higher-tech than the rear camera on the iPhone. Inflection point reached.
Quad-LED TrueTone flash.
Talking poop emoji: 2017 in a nutshell.
12MP dual cameras, f1.8 and 2.4 on the telephoto. Dual OIS, which is a big deal. "A lot of magnets moving around in a very small space."
Phil back to talk cameras! I love when Phil talks cameras, he's such a true nerd for them.
Excuse me, where is the eggplant Animoji?
Animoji record as looping video that you can send.
There's an animated poop onstage. "If you were wondering what humanity would do when given access to the most advanced face tracking technology available, you now have your answer."
"We've been working with Snapchat" ought to kick off a new round of takeover speculation.
"We've got a chicken!" says Craig. There are chicken noises.
Now showing off Animoji -- just open it in Messages, and the tracking starts immediately.
New AR filters in Snapchat that look incredible because of the tracking.
I assume you swipe right on Control Center to get to notifications.
Apple Pay -- you double click the side button, auth by looking at the phone, and then you can pay. It's definitely a different pattern than TouchID.
Craig showing off how the phone won't unlock if he's not paying attention.
Swipe down from the top for Control Center. So... how do you get notifications?
Can move back between apps just by swiping on the bottom. Dieter just hissed "ahhh, webOS."
Showing off video. No border around the notch, so it's blocking part of the image. But I assume developers can adjust that.
My favorite new iPhone command is "Let's go to backup"
"Let's take a look at the web. It looks unbelievable on this display." Aw, the web!
Oof, Craig's first iPhone Face ID unlock attempt failed onstage. Backup worked though.
Use Animojis to haunt your children's dreams forever.
Craig Federighi now on stage to present iPhone X. It's pronounced "ten," by the way.
Animoji right in Apple Messages. This is right between being perfect and hilarious, and also slightly terrifying.
Finally, I can be a cat.
Psyched to get my face more involved in my daily life.
All those people in Whole Foods going to be holding up the line staring into their $1k iPhone X's to authenticate
Face tracking tech can be used for other things, like.. Animojis.
Works with Apple Pay -- you look at the phone to unlock and then point at the reader. Also works with apps that support Apple Pay.
I'm going to have to enlist the help of my twin to test this.
"If you happen to have an evil twin, you need to protect your data with a passcode." Or, you know, any twin.
1 in 50,000 chance a random user could unlock your phone with TouchID. Chances with Face ID are 1 in 1 million.
Apple says it worked with Hollywood to create masks to see if Face ID could be spoofed.
You need user attention to unlock, so it won't unlock if your eyes are closed. Data stored on the phone, so can't be shared.
The engineering team built actual masks to prevent against spoofing... with masks. Whoa.
FaceID works if you change your hairstyle, wear a hat, wears glasses. It adapts to you if your face changes over time, like if you grow a beard. Works day and night. Can't be spoofed by photos.
Neural engine is dual-core, 600bn operations per second. It's what enables the real-time Face ID recognition.
Specialized hardware built for a specific set of machine learning algorithms.
So the chip is now the A11 Bionic neural engine, with the processing built in.
So many questions. How fast is Face ID? How reliable? Can you trick it by showing it a photo?
Multiple neural networks involved.
When you look at the phone it projects 30k invisible IR dots, the cameras fire, and it checks that pattern against the stored image in real time.
TrueDepth camera system at the top of the display to enable it. IR camera, floor illuminator, dot projector all in the front camera section.
"This is the future of how we unlock our smartphones and protect our personal information."
"We know we can do something that's better." You just look at the phone and it unlocks. "We call this: Face ID."
And now on to unlock. How do you unlock without a home button and TouchID?
Why yes, Phil. What about unlocking?
Side button is now larger. You can just press and hold to talk to Siri.
"The same fluid gesture also works for multitasking."
To go to the home screen, you just swipe up from the bottom. "Once you do it for the first time, you'll know there's never been a better way."
There's no home button, of course. So you just tap on the screen to wake up the iPhone X.
3D Touch, True Tone. All the stuff!
HDR in both Dolby Vision and HDR. Million-to-one contrast ratio.
It's an OLED technology. "The first OLED display great enough to be in an iPhone." Brightness, wide color, and color accuracy all up to Apple standards now, says Phil.
458ppi, highest pixel density in an iPhone.
The lock icon is above the time on the home screen. I cannot wait to see the unlocking demoed.
2436 x 1125 resolution, 5.8-inch diagonal.
I mean, it does look like it costs a thousand dollars.
"The level of quality and responsiveness and efficiency is a breakthrough in mobile displays."
All-new Super Retina Display.
Water and dust resistant. Space gray and silver.
Glass on the front and back, using the same formula as iPhone 8. Surgical-grade stainless steel band around the sides.
"It is all screen. It is beautiful to look at and incredible to hold."
So, will there just not be an iPhone 9 or what?
Phil back to talk about the X.
Tim: "This is the biggest leap forward since the original iPhone."
It... looks like the leaks.
iPhone X!
"It is only fitting that we are here in this theater on this place to reveal a product that will set the tone for the next decade." Video time!
"Our teams have been hard at work for years on something that is important to all of us: the future of the smartphone."
Tim back. "But we're not stopping there. We do have... one more thing." Guess you have to pull that off in this theater the first time out!
No pricing on the 256GB versions on that screen, hmm.
8 Plus $799 for 64GB, also a 256GB version. Preorders on September 15th, arriving September 22nd. iOS 11 coming September 19th.
iPhone 8 64GB $699, also a 256GB version.
Fast-charge capable listed on the features screen there, which is also a finally moment
Oh, that puck we saw was a Belkin. Apple selling Belkin and Mophie charging pads in stores now.
Lots of Qi accessories out there. Anything certified should work with iPhone 8.
Restaurants, shops, cars, airports, etc. all use it.
Using the Qi standard, phew.
Now this I like.
Looks like a round Apple wireless charging pad accessory there.
The future is wireless, he says. iPhone 8 has LTE Advanced, BT 5.0. And a glass back for wireless charging!
Phil back. "Now, let's talk about wireless."
Coming later this month.
I am still wondering how much fun it'll be to play a game while waving your phone in front of your face over time, but this is going to be a super fun first few months of trying things out!
This looks completely wild. There's a full tabletop game with animations rendered in between the people onstage.
The Machines. "In the game, players battle their friends either online, or around a table in the same room."
Atli Mar from Directive Games, to show a new AR game, coming onstage.
Really though Google (and Google Tango AR) has been hamstrung so far by hardware requirements and not controlling full stack. 3D AR, through iPhones, is suddenly going to be everywhere.
Sky Guide, showing constellations in the actual sky.
These demos look insane -- games, the MLB At Bat app.
CPU, GPU, and image sensor in the A11 Bionic all tuned for AR as well.
Cameras calibrated for AR, new gyroscopes, new sensors.
"The first iPhone really created for augmented reality, and the first smartphone as well." Hmm.
Schiller says first smartphone designed for AR. Wonder what Google has to say 'bout that!
Will be interesting to see how all this stacks up to Note 8 camera. Samsung just added feature that lets you blur the background of your image, like Apple's portrait mode.
1080p 240 fps slow-mo. Also very cool.
Can shoot 4K 60 fps, which is cool.
Apple designed a video encoder, with faster video frame rates.
"Also amazing for video as well. iPhone 8 has the highest-quality video capture ever in a smartphone."
New menu to select the lighting effect you want to use. "These aren't filters. This is real-time analysis of the light on your subject's face." It looks very cool.
Schiller making a point to say these aren't filters. It's adjusting the lighting effect. ....
New dual-camera feature called "Portrait Lighting": the dual cameras sense depth and rework the lighting while you compose the shot.
The chips are better, the cameras are better. This is basically every new iPhone demo for the past five years.
So far this is all very "iPhone 7S."
Aaaaand the camera specs are much better. 12MP, 83 percent more light, improved portrait mode. For people who don't get into the weeds of CPUs and GPUs and CoreML, this camera is going to be the thing.
8 Plus has dual 12mp sensors. f1.8 and f2.8 on the telephoto.
OIS on the regular iPhone 8.
All new 12mp sensor that provides 83 percent more light, more power efficient.
A11 has a new image processor, with faster low light autofocus, new hardware noise reduction.
(See you later, Imagination Technologies!)
New Apple-designed GPU, 30 percent faster than A10.
Six core 64-bit. Two high-performance cores, four high-efficiency cores. Second-gen performance controllers. Everything is faster.
So far the changes to iPhone 8 are what you'd expect from an annual smartphone upgrade. Stronger glass. New displays. Improved speakers. An A11 "bionic" chip.
"Most powerful chip ever in a smartphone."
New chip, the A11 Bionic.
New stereo speakers that are 25 percent louder than iPhone 7. Deeper bass.
New displays, with True Tone that adapts color and temperature to ambient light.
8 and 8 Plus sealed for water and dust resistance.
Damn. Was hoping for an eight-layer color process.
Custom aluminum alloy, glass has a seven-layer color process, internal steel and copper structure. The glass is the most durable ever in a smartphone.
Glass on the front and back. Silver, space gray, and gold.
"The design is all new." Is it?
"Good morning everyone. I am so excited to tell you all about the iPhone 8 and the iPhone 8 Plus."
Phil Schiller onstage now.
That's a glass back on a phone that looks just like the iPhone 7... it's the iPhone 8.
"Over the past decade, we've pushed forward with innovation after innovation, bringing us to this moment, when we can create devices that are far more intelligent, far more capable, and far more creative than ever before." Video time!
(Remember when Apple introduced the Digital Crown on the Watch by saying it was as revolutionary as the mouse and multitouch? I think about that a lot.)
Now on to the App Store, the Retina Display, FaceTime.
"The first iPhone forever changed how we interact with technology by introducing multitouch."
"It's truly amazing how much iPhone impacts the world each and every day. Our intention with iPhone has always been to create something so powerful, so immersive and so magical, that the hardware virtually disappears."
(With the exception of game consoles)
Apple TV is still more expensive than essentially all of its OTT box / stick competition.
Tim back, to talk iPhone.
Nothing about a redesigned remote. Guess we'll have to see in the hands-on.
4K Apple starts at $179 for 32GB and $199 for 64BG.
P.S., remember Angela Ahrendts' trench coat from earlier? Our friends at Racked just found it and it can be yours for $2,895, or approximately 3 iPhones.
I prefer to think of the Dark Temple as a Town Square.
"We don't have time to show you everything, so we're going to skip forward to the Dark Temple ahead." 2017, summarized.
"Everything can be done with one finger on the Siri remote."
This is Sky, a "romantic adventure game."
Jenova Chen, CEO of thatgamecompany, now on stage, to show off Apple TV games.
Now pushing Apple Music, which is a theme. Noting that Apple TV is always home, so you get remote access to HomeKit stuff.
More live sports and news in the TV app -- it shows you what's live, with the score and time remaining.
Still "later this year" for Amazon Prime Video app on Apple TV.
By the way, the remote on this new Apple TV looks ever so slightly different. A raised ridge around one of the buttons, I think.
TV app coming to more countries.
That's great. Netflix and later on Amazon Prime TV getting upgraded too. (They are already 4K HDR on every other platform.)
Previous purchases upgraded to 4K HDR automatically!
"All available for the same price as HD." See, that's the big deal.
"We've been working with the large Hollywood studios to get all of their 4K HDR content in iTunes."
New A10X processor, new version of tvOS.
We're watching Spider-Man in 4K HDR. Being able to do this is old hat, but if Apple can get every movie in iTunes available in 4K HDR, that's a big deal.
Wow, I used to think all the Spider-Man reboots were dumb. But then they remastered them in 4K.
APPLAUSE FOR SCREENSAVERS
(Those screensavers always looked like they were shot in 4K to begin with.)
They've remastered the screensavers in 4K HDR. Of course.
Emphasizing 4K is such a speeds-and-feeds move. A better experience depends on better access to programming, and Apple still doesn't have it.
Eddy showing off a 4K image on the projector. "Resolution isn't everything." Now on to HDR. This is a CES demo from 2013. I love it, but literally you can go see this in a Best Buy right this second.
I seriously can't wait for Eddy Cue to talk to all of us about 4K and HDR as though we have not been reporting on this for months / years.
Eddy Cue now onstage. "Apple TV 4K is incredible."
A real growl there from Tim. Dude's pumped.
"I am so excited to introduce Apple TV 4K!"
Now...TV.
Okay I know we're on to Apple TV but - I'm still chewing on Apple Watch Series 3: battery life, cellular plans, all the unanswered questions so far.
He's leading up to 4K HDR, of course. Psst, people have had 4K HDR for a while now!
I note that no one applauded when Tim turned to Apple TV.
"Throughout the history of the TV, there's been a few key inflection points that have transformed the way we experience television." Going through the history of black and white to HD.
Just tried to buy an Apple Watch Series 2, btw, and got a "We'll be back" page. Non-cellular Apple Watch Series 3 is very likely replacing.
There's a lot for Apple to prove here. This thing is way behind the curve.
Next: Apple TV!
I guess Spotify has to make a watch now?
Also, Dieter Bohn will appreciate this: will the angry god of ARPU come for Apple Watch?
Oh, this is going to be a fun test, guys.
Also: battery life???
I'd have to think there would still be a market for people who want waterproofing and GPS in a Watch, but no LTE.
Time for an ad!
"Apple Watch is the ultimate device for helping life, and Series 3 takes it to the next level."
I seriously need to hear about Watch data plans.
And that's Apple Watch. Tim Cook back onstage.
Is Series 2 getting phased out? Or... just no pricing change?
Orders start September 15th, available September 22nd.
Series 2 appears to be gone?
Two versions: $329 for regular, and $399 with cellular. $249 for the Series 1.
New Hermès editions, and a new gray ceramic Watch as well.
"Series 3 comes in a wide variety of cases and bands." There's a new space gray, a new sport loop band, and new Nike Plus models.
Williams: "The only mic on Deirdre is the tiny mic on the Watch... that's just darn close to magic."
Give that woman a raise.
She said she's trying not to fall off in front of a million people (us).
This audio sounds surprisingly clear and compressed for coming off a Watch from someone paddling a surfboard on the ocean.
The person he's calling is, um, paddling a surfboard.
Williams now making a phone call from a Watch over AT&T.
Demo time!
The Series 3 is the same size as Series 2. The only difference is the back crystal extends an extra .25mm, as thin as two sheets of paper.
Samsung's Gear S2 watch had an eSIM, too https://www.theverge.com/2016/2/18/11044624/esim-wearable-smartwatch-samsung-gear-s2
"We've integrated an electronic SIM, and it's a fraction of the size."
"This display itself is the antenna for LTE and UMTS."
"The biggest challenge of all was adding cellular. If you don't do it right, it gets so big it looks like a house arrest bracelet."
This is a Thing for people who like to hike and climb.
Before if you wanted to get a true elevation reading with watch, you basically had to have phone with you.
Altimeter! Nice. Lots of other "serious" sport watches (Garmin, Polar, etc) have this built in.
One big whoo for skiing and snowboarding apps.
New chip called W2 for Bluetooth and Wi-Fi. Also a new altimeter.
Siri talks back to you through the Watch now.
New dual-core processor. Siri is faster, and Siri can talk now.
There's the red digital crown that was leaked.
FYI took up surfing to escape technology for awhile, now Apple is showing surfers with Apple Watch. RIP old analog world.
I bought a data plan for my watch and now my heart is beating irregularly.
But what about Spotify?
"Cellular is going to change the way we listen to music. With Apple Watch Series 3 and Apple Music, you can stream 40 million songs."
The hardware looks basically exactly the same.
The number is the same as your iPhone -- iMessages, etc. just use that number.
"It's really nice to know you can be reached if needed while staying in the moment."
"This has been our vision from the very beginning. The ultimate expression of Apple Watch."
It has cellular data built in -- red dot on the crown, as we've heard.
Apple Watch Series 3!
Surfboards! Lauren's freaking out.
"And now I'd like to introduce the next generation of Apple Watch." Video time!
The average heart rate of Fitbit's collective R&D team just spiked. A lot.
WatchOS 4 available September 19th.
Announcing the Apple Heart Study, which uses data from Apple Watch and can notify users. Working with Stanford and FDA. First phase of the study available in the App Store later this year.
Williams says that Apple Watch is looking to track afib. By the way, this is something Fitbit has said it's looking into as well, along with sleep apnea.
Apple Watch can now also detect arrhythmia, when your heart beats irregularly.
Great, Apple Watch now detects Trump tweeting.
Apple Watch will notify you when it detects an elevated heart rate and you don't appear to be active.
Enhancements to the heart rate app: shows it right on the watchface. Shows you resting heart rate and recovery heart rate.
I'm all about the gym stuff, but I can tell you right now that one of the best features of watchOS 4 is that the PASSCODE KEYS ARE BIGGER.
Apple Watch is the most-used heartrate monitor in the world.
"We're adding smart activity coaching, a completely redesigned workout app, new features for swimmers." GymKit to pair with gym machines.
Tim's back. "We have some great news about the future of Apple Watch." Jeff Williams, Apple COO onstage now.
Here's a family saying they combine their sick daughter's Apple Watch readings with readings from a glucose monitor. (Needless glucose monitoring is a kind of holy grail, but it's very difficult to do.) https://www.theverge.com/2017/5/25/15685148/apple-watch-glucose-tracker-blood-sugar-monitoring-diabetes)
That might be the most literal paper ever referenced in a modern Apple keynote.
"The Apple Watch keeps me updated on the growing likelihood of a global nuclear war."
The big reboot and refocus of the Watch on health and fitness seems to have worked. It's also the big focus of this video.
We're seeing a montage now of people swearing by the Apple Watch as a motivator. Guy standing up in the middle of his office ("Time to stand!") gets a laugh.
We are definitely about to hear someone say that the Apple Watch saved their marriage.
This video is of, uh, people, reading off paper letters in normal situations.
I think that number is in terms of revenue (Number 1 watch in the world).
Video time!
Personally, I prefer to think of the Apple Watch as a Town Square.
"People write to us all the time and tell us how the Apple Watch is helping them lead a healthier life."
97 percent customer satisfaction rate. "This is blow-away!"
Apple Watch is now the number 1 watch in the world, above Rolex, Fossil, Omega, Cartier.
"Since the launch of the Series 2, Apple Watch has experienced phenonomeal growth." Up 50 percent year over year.
"Apple Watch is designed to help people stay active and motivated so they can have a better day."
Tim back onstage. "Let's get going." Starting with the Apple Watch.
Ahrendts is definitely wearing an Apple Watch. Looks to be the white ceramic one. Too far away to see more detail.
The Chicago store is designed to "transform the riverfront."
New spaces in Paris and Milan. "Just imagine movie night" in the Milan plaza. And a new space in Carnegie Library in DC. And a new Michigan Avenue store in Chicago on October 20th.
You would hardly even know that Apple Stores sold goods for money, listening to this.
"So what's next? We're going to invest in online, and continue to reinvest in our classic locations, including Fifth Avenue." Opening up the plaza to allow more natural light, and glass cube will return when it reopens later.
And it's over! If you were hoping for a long thought about how retail everywhere is trending toward experiences, that's all you get.
Video time!
Going through all the classes, all led by our creative team and a "new position we call the Creative Pro. The Creative Pro is the liberal arts, as the Genius has always been the technology."
Apple has really been trying to turn its stores into... something else. More than "genius bar." Now it's offering boardrooms for entrepreneurs, classes for customers to learn stuff like photography, workshops for teachers. Everyone trying to reinvent retail.
"We started with things that are core to Apple's DNA... photography, music, gaming, and app development."
"This summer, to turn on these new features, we've launched Today at Apple."
And the "genius grove," which looks like they've added trees to the Genius Bars.
Larger stores now have a plaza outdoors, insides have forums where people can hang. There are boardrooms for entrepreneurs.
I'm pretty sure we still call them stores.
"We've always said that our people are our soul... but along with our amazing teams, our commitment to design sets us apart. That's why we think of Apple Retail as Apple's largest products. And like all of our products, we design new features."
"We don't call them stores anymore, we call them Town Squares. They are gathering places."
Angela Ahrendts from Apple Retail onstage.
How many iPhones does she have hidden in that fabulous trench coat?
Cook slips in an ARKit mention here. You can use an AR app to navigate the new visitor center on campus.
"Inside the visitor center, you'll find an AR experience that teaches you more about the park." And an Apple Store, of course.
"Apple Park has been designed with extraordinary attention to detail and great materials."
"Designed to be seamless with nature, open and transparent, it brings the outside in. Powered by 100 percent renewable energy. And we have one of the world's largest onsite solar installations, right here."
"The park itself was converted from a sea of asphalt to a 175-acre green space with over 9,000 trees."
"We'll start moving into Apple Park later this year. It's more of a process, and the first step is the opening of the Steve Jobs Theater."
Tim encourages us to watch the benefit tonight and give.
"You are in our prayers. Apple is working closely with relief and recovery efforts through Hand in Hand and the American Red Cross. We're making it simple to contribute through the App Store."
"We're here today to talk about some incredible products. But before that, I'd like to take a moment to talk about what's happening in Florida and Texas."
Cook says Jobs envisioned campus a decade ago. (Jobs didn't present the plans for the campus to Cupertino City Council until June 2011 — just a few months before he died.)
This is a very sweet tribute.
Tim: Steve's vision for Apple Park was to create an incredible new workplace of the future, where designers and engineers could collaborate on the next generations of Apple products to change the world.
Here's a new thing: there's a ton of foreign press here, and all around us we can hear their earpieces squeaking with live translations.
Cook is showing uncharacteristic emotion as he talks about Jobs. His voice broke a little bit earlier.
"His greatest expression would not be a singular product, but rather Apple itself."
"Steve's spirit... will always be the DNA of Apple."
"There's not a day that goes by that we don't think about him. Memories have come rushing back as we prepare for today and this event. It's taken some time, but we can now reflect on him with joy instead of sadness."
"It is the honor of a lifetime to be the first to welcome you to the Steve Jobs Theater."
"I love hearing his voice and his inspiring message," says Tim. "It was only fitting that Steve should open his theater."
And Tim Cook is out onstage!
Sorry for typos. I'm typing with my screen half closed!
The video is starting with a Jobs monologue. The screen just says, "Welcome to the Steve Jobs Theater."
We were just asked to close our laptops and cover our screens for two minutes. A Steve Jobs video is playing.
And they're looping "love is all you need," and the audience is applauding. They've seated employees with the press, so there are a lot of people whooping and clapping right next to us.
"All You Need is Love" by the Beatles. This is all music associated with Steve Jobs and the second Jobs era at Apple. Makes a lot of sense to inaugurate the Steve Jobs Theater with it.
We just got the "starting soon" warning.
(Cue is seated next to Hair Force One Craig Federighi.)
Jennifer Bailey, head of Apple Pay, spotted earlier as well.
"Feel Good Inc," by Gorillaz. This feels like a Federighi jam.
There you are Eddie Cue. Been looking for ya!
Dan Seifert from The Verge called it: if it's not related to Apple TV content, the presence of J.J. Abrams definitely means more lens flare in the iPhone camera.
"Subterranean Homesick Blues," by Bob Dylan, followed by more Coldplay: "Viva la Vida." I think this is the newest track they've played yet, and it's from 2008.
Get ready for the Star Wars: Episode IX ARKit experience.
J.J. Abrams is here.
More Coldplay. This is what happens when you name your child Apple, FYI.
Good morning to everyone from The Verge Live Blog Remote Command Center. I would have been here sooner, but I had to reinstall Safari.
T-Minus 10 minutes!
If this is not an endorsement for smartphones then IDK what is.
"Crossroads" by John Mayer. Never forget that Steve Jobs told his biographer that Mayer was squandering his potential and needed to focus.
How have we not printed out a Bingo card for our readers before?
If you're playing Verge Live Blog bingo, please fill in the "Nilay makes ornery comment about headphones" square now.
Because you don't need money when you look like OH MY GOD THIS IPHONE IS GOING TO BE SO $$$
Here is a comment about how all these songs were in iPod commercials that sold the product entirely through headphone wires.
"Love Train" by Wolfmother followed by that one Jet song. "Are You Gonna Be My Girl." That one.
"Holes to Heaven" by Jack Johnson now. Phil Schiller turns up his HomePod, repeatedly asks everyone in the room if they can hear the articulation on the guitar strings.
What are the odds of Tim Cook appearing onstage as a hologram in 20 minutes? Made with ARKit™
Lots of Apple execs clustered at the front. I walked in behind Jony Ive, who looked very pleased with things.
Tweeted this earlier but ICYMI:
She's a Rainbow, by the Stones. Another iMac ad classic. Maybe my favorite Apple ad of all time?
See, it's a theme.
Black Horse and the Cherry Tree, by KT Tunstall. Eddy Cue puts the top down on his Ferrari and guns it. "Let's do this, Hollywood."
The seats, by the way, are camel brown leather with matching stitching. Since there was a thing about seats before the event.
(Does anybody have any gaffer tape my USB-C dongle keeps falling out of my MacBook
Bruises, by Chairlift. I don't thiiiiink this one has been in an Apple commercial yet. But it is certainly twee enough.
Now You've Got a Friend in Me, by Randy Newman. This really is like a playlist of Apple Greatest Hits. Also they're fading the songs out early, which is why they appear to be changing so fast.
Now onto White Room, by Cream. Apple used this in the original Snow iMac commercial, back when Steve Jobs could put classic rock about cocaine on TV and just roll with it.
Lauren Goode notes that Lose Yourself has had the more explicit lyrics cut out, not just censored.
The glowy color thinger bits behind the Apple logo are moving.
Lose Yourself by Eminem on the speakers. This might be Dr. Dre's biggest contribution to today's event.
Schiller and Joswiak up front
People are clapping and cheering really loudly around us — employees, not the press. Rare for Apple to intersperse its employees among the press. One employee named Brian, a retail store manager, just told me he's been "waiting 15 years for an event like this."
Also, Apple has apparently blocked Ookla Speedtest on this Wi-Fi, heh.
We walked in to Jimi Hendrix, faded into "Yellow" by Coldplay, and now on to "Forever Young" by Bob Dylan. Apple Classic Rock, basically.
We are inside!
Apple very smartly put people at the front of the line at the stairs to keep people from running.
No animals were harmed in the making of Steve Jobs Theater.
Nilay says it sounds like the very last song at the end of movie credits.
We're still in line, btw. The Steve Jobs Theater atrium continues to feature ambient music that is so relaxing, you're worried something is going to happen to you at any moment because nothing is supposed to be this nice in the world, and therefore you are in mortal danger.
This glass elevator rotates as it descends so the door is always facing the right way.
A very post-apocalyptic view of Apple employees standing at the ready inside the theater.
And the Steve Jobs Theater.
A view of the visitor center on the new campus.
Line 2. The sun is rising. There are many Apple employees standing around with their arms crossed.
In line! The vibe here is chill. Like too chill. Like So Idyllic There Must Be A Dark Secret chill.
Hello! You're a bit early. We expect the event to begin at 10AM PT / 1PM ET on Tuesday, September 12th. In the meantime, you can check out the latest event rumors here.
Event Details
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