Cook: Apple Pay will forever change the way we've bought thins
Cook: We've really gone through enough to call it a day. You've seen iPhone 6 and iPhone 6 Plus. A whole new category of service with Apple Pay, but we're not quite finished yet. We have one more thing
Yes, he said it! "One more thing!"
(echoing Steve Jobs' famous phrase)
Huge applause, and a wave to the Apple employees up in the rafters.
OK, here we go. One more thing. Hopping in here for commentary.
Cook: We love to make great products that really enrich people's lives. We really love to integrate hardware, software, and services seamlessly.
Cook: We've been working incredibly hard for a long time on an entirely new product
Cook: We believe this product will redefine what people expect from its category
Tim's really talking this up. "Entirely new", that it'll "redefine" what people will expect from its category.
A new product. Hmm. Okay...
Cook: I am so excited and I am so proud to share it with you this morning. It is the next chaper in Apple's story
Okay, lights coming down...
Earth pivoting beneath us.
Apple's new product...is...they're showing planet Earth...
A stainless steel exterior.
Very watchlike. A dial. It's a watch.
(but we don't know the name yet)
We're seeing multiple bands that swap in easily.
A very rounded profile, but not a round device.
The leaks earlier this week were spot-on.
A metal band with magnets to secure.
Sapphire. Stainless steel.
It's kind of chunky, thicker than an iPod nano.
And yes, it pops into accessories.
Still watching a video of this design and the features of the new watch.