It's a very clever video, beautiful simple music, changing perspectives to shape the words.
Different - that's the emphasis at apple. "Different, that's the one thing that will always be the same."
Big applause, and Apple CEO Tim Cook is on stage!
There's a large Apple logo behind him, the same shaded one that we saw in the invite.
Cook, 53, celebrated his third anniversary as CEO in August. Cook, who joined Apple in 1998 to run operations, was Steve Jobs’ handpicked successor.
Cook: They helped us express just how we think differently. (talking about what the ad means)
Cook: It is great to be back in the Flint Center
Cook: We're just down the road from Apple's birthplace and home in Cupertino, and we've had some amazing history here
Tim Cook is obviously quite happy to be here in the Flint Center, the place where the Mac was introduced 30 years ago. He's got a big smile on his face.
Big applause for Tim's mention of Steve Jobs introduction of the Mac here.
Cook: We've had some of the most important product introductions in Apple's history here. Jobs introduced the Mac here 30 years ago.
Cook: Apple also introduced the iMac here
Cook: Today we have some amazing products to share with you and we think at the end of the day, that you will agree that this too is a very key day for Apple
Cook: I usually go through a few updates, but we have so much to cover today, I'm dispensing with those other than to tell you, everything's great.
Tim is going to deviate from the usual slideshow routine, which is just fine with us. We're thinking we have a lot of gadgets to get through, so on with the unveilings!
Cook: I'm going to get started by talking about the product that has changed all our lives, and that of course is iPhone
It's very, very quiet in here with Tim talks. All you can hear is the frantic typing of fingers on keyboards as we all liveblog.
Cook: Last year, we announced 2 new iPhones for the very first time. These iPhones helped iPhone become the top-selling smartphone in the world
Cook: But more importantly, iPhone is the most loved phone in the world
Cook: These iPhones like the ones before it have been recognized time and time again as the best phone in the world
Cook: The original iPhone set the bar for which the category would forever be defined. Each new iPhone built on the vision of the first but pushed further
The iPhone is certainly not the best-selling phone any longer, but it's hard to argue that it has the most ardent fanbase of any single model.
Cook: Today we are launching the biggest advancement in the history of iPhone
Strong words from Tim Cook to get us started!
Cook: I couldn't be more excited and more proud to show it to you now
Wow, wasting no time at all here! Hope you took a potty break before because there won't be any time for it now.
Video playing now, it's a rounded device, just like the leaks.
Apple CEO Steve Jobs announced the first iPhone -- with its sleek design and touchscreen -- on Jan. 9, 2007, during a keynote address at the Macworld Expo conference in San Francisco.
Jobs called it a “revolutionary and magical product that is literally five years ahead of any other mobile phone. We are all born with the ultimate pointing device -- our fingers -- and iPhone uses them to create the most revolutionary user interface since the mouse.”
Looks a fair bit like the iPad air, but smaller. The inset plastic lines, the profile, the shape. It's what you've seen in the leaks.
We're seeing a black (sorry, space gray) model, a gold model...
Both have the same basic, rounded design.
Cook: These are the new iPhones, the iPhone 6 and the iPhone 6 Plus
Cook: These are without a doubt, the best iPhones we have ever done
The rumors were true, the leaked components were true, it's all coming true people!
Phil Schiller is now on stage!
Phil Schiller joined Apple in 1997 when Jobs returned to lead the company. That makes him the longest serving member of Apple’s executive team.
Phil is the SVP of Worldwide Marketing, and the guy that Apple usually taps to tell us about the iPhones.