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.
Schiller: Their design is like nothing ever before, incredibly unique from the glass front that curves around the side .. anodized aluminum back
Schiller: It is truly the most beautiful phone you have ever seen
Interesting, the Apple logo on the back is stainless steel, but the body is aluminum. Curious detail.
Schiller: 2 display sizes. But not any display would do. These are a new generation Retina Display. We call them Retina HD
Schiller: They're new in every way. They're incredibly bright. Their colors are stunning
Schiller: New thinner backlights
The device includes a new polarizer in the glass, that should offer better bright sunlight readability. Backlight is thinner, too.
Schiller: The LCD that display - made with dual domain pixels. Broad angle of view and accurate colors
Schiller: Yes, they're bigger. They're a lot bigger