4:20PM - Thanks for stopping by everybody!
4:15PM - Norah’s done, big applause. Steve’s on stage, applauding. “That’s what we have for you today, thanks for coming and we’ll see you soon!” Hint?
4:11PM - Norah: “Thanks to Steve Jobs for having us. We’re really glad he’s doing well. There’s lots of secret passageways back there, secret door-knocks. I feel like a burden’s been lifted now that we can play… just kidding!”
4:07PM - Alright! Looks like that’s it for the product announcements, Norah’s up on stage. Bummer that the new iPod touch won’t be coming with a video camera as well, but them’s the breaks.
4:06PM - “One of the things that drives is that like you, we love music. We are really lucky today that Norah Jones is going to join us for a live performance today.”
4:06PM - “iTunes 9, available today. A great lineup of iPods, again, available today. That’s what we wanted to show you, we’re really pleased that you came. Now… we’ve got great teams of people who work really hard to create these products.”
4:05PM - “Nano shoots video” is the tagline. Steve: “Isn’t that great? New iPod nano joins the shuffle, classic, and touch, and this is our lineup for this holiday season. Of course, we’ve paid attention to the environmentals as well.”
4:04PM - “So we made a cool ad I’d love to show you.”
4:04PM - “We finally figured out how to do colors that are unbelievably beautiful. It comes in 2 models: 8GB for 149, and 16GB for 179, and they’re all available today.” Big applause.
4:03PM - “So, the new iPod nano: video camera, larger 2.2-inch display, polished anodized aluminum, mic and speaker, VoiceOver, FM Rradio, pedometer. And it comes in awesome colors this year.”
4:02PM - “It’s got CoverFlow, and we’re adding VoiceOver and Genius mixes. We’ve also built in for the first time an FM radio. And we’ve built in a voice recorder app and a pedometer to keep track of your steps and sync to Nike+.”
4:01PM - “So, pretty amazing to always have a video camera of that quality in your pocket. The nano is an incredible device: it’s the most popular music player in the world, we’ve sold over 100m. It’s a great music player.”
4:01PM - “You can watch your video on the nano — you can also sync it back to your computer, into iPhoto if you’re on a Mac. And with one click you can upload it to YouTube.”
4:00PM - “And yet we’ve still retained its incredibly small size — a fifth as thick, a tenth the volume of other devices. So how good is it? Turns out it’s great.”
3:59PM - “On the back of every nano is a video camera and a mic integrated right in, and a speaker as well.”
3:59PM - “We’re going to lower the price from $149 to free — how? We’re going to build a video camera right into the new iPod nano.”
3:59PM - “It’s incredible, so here’s a popular one [the Flip Mino]. This market’s exploded, and we want to get in on this. We’re going to start with 8GB…”
3:58PM - “We’ve seen video explode over the last few years, nowhere more than on YouTube. And where are these streams coming from? People like us.”
3:58PM - “And that is a video camera.”
3:58PM - But we do have one more thing.
3:58PM - “So, new iTunes 9, new iPod lineup for the holidays. We’re glad to share this with all of you today.”
3:58PM - “We also want to make one more that we really think is beautiful, we call it the Special Edition: made out of polished stainless steel, it’s $99 for 4GB.” Applause, Steve’s back on stage.
3:57PM - “So what’s new with the iPod shuffle? Today we’re bringing out all new colors. And making more affordable: $59 for 2GB. Those are all shipping today.”
3:56PM - Phil’s talking about VoiceOver and remote-enabled headphones.
3:55PM - “Next: iPod shuffle. The shuffle is literally the smallest music player in the world. It’s the easiest to use iPod as well — there are no controls on the device, the controls are on your headset.” Uh, sure, “easy.”
3:54PM - “Next: iPod classic. It’s a great device for customers with a large music library, and want to keep all those songs plugged in… what we’re going to do is up that capacity to 160GB, same size and same price, $250.”
3:54PM - Looks a lot like last year’s iPod touch ads, flipping one to the next.
3:53PM - “We’ve added OpenGL ES 2.0, great for those next-generation games. We’re so excited about this growth and software, so we’ve made an ad. I’d like to run it for you now.” Ad time!
3:52PM - “We’re doing the 8GB at 199, at 299 we’re doubling the memory to 32GB, and at 399 we’re doubling it again to 64GB. Think about that, 64GB! Two other things about the 32 and 64GB: we’ve worked harder to make it faster, up to 50% faster.”
3:52PM - “Of course, there’s no subscription…” clearly referring to Zune. “The iPod mini used to sell for $250, and when we brought it down to $199, sales doubled. We learned something: $199 is the magic price point in the iPod world. We’re bringing it down today to $199 for an 8GB iPod touch.”
3:50PM - “In fact, when we think about the iPod touch, it’s also the most affordable gateway to the App Store. … There something for everyone, there’s an app for anything you want.”
3:50PM - Demo set is over, Phil’s back. “I hope you agree, the iPod touch is not only a great iPod and portable computer, but it’s an unbelievable gaming device.”
3:49PM - Draw the play with your finger. “Super intuitive, unparalleled control!” Applause.
3:47PM - Last up from the devs: EA. “They’ve been a hit on all other platforms, and on the App Store as well, with three number one hit titles.” Travis Boatman up to demo Madden ‘10.
3:45PM - Wow, this looks a LOT like Halo.
3:44PM - Next up: Gameloft. They have had 20m downloads, making them one of the biggest App Store developers. Mark Hickey up to demo an FPS called Nova.
3:42PM - Introducing: Riddim Ribbon. You race down a ribbon and follow the groove, otherwise you lose the music.
3:41PM - Phil: “That is so much fun.” Laughter. “This is a great story: Tapulous. It was founded in 2008 with the specific purpose of creating games and titles only for the iPhone and iPod touch. Now they’re working on something new, merging together music and racing. I’d like to invite up their founder and CEO Bart Decrem.”
3:39PM - Wow, never seen so many dudes get killed in an Apple demo before.
3:38PM - “Just amazing. I wanted to share a few of the things we’ve been seeing. First, I’ll invite up Ubisoft, and Assassin’s Creed became the fastest video game brand ever, and to tell us what’s coming we have Ben Mattes.”
3:36PM - “Games are expensive — $25-35 per title. Worse isn’t the price, it’s the buying experience, going to a store is just not a lot of fun. Built into every iPod touch is the App Store… you’ll see a big difference.” Chart time. PSP: 607 titles. DS: 3680. iPhone OS: 21,178 titles. Ok, sure, but MOST of those games are small / casual. Still!
3:34PM - “It’s a great portable game player as well. … when the PSP and DS came out, they seemed so cool. But once you play on the iPod touch, they don’t stack up anymore!” Zing!
3:33PM - “Not everybody’s computer fits in your pocket.” Laughter.
3:33PM - Man, Phil is really going on about how great the iPod touch is. We don’t need another intro to the touch, get to the new gear!
3:32PM - Talking up Genius, and new Genius Mixes. “You don’t even have to select a song, it creates mixes for you. The iPod touch is a great iPod. Customers already started to figure out, it’s also something else: it’s a great pocket computer.”
3:31PM - “You may ask: why? We think the things that set it apart: it’s a great iPod. It’s an amazing way to listen to your music and play videos. It’s also great for discovering new music, because built into each is WiFi and iTunes.”
3:30PM - “iPod touch: I’m really proud to tell you we’ve sold over 20m iPod touch.” Applause. “Just remarkable that this amazing technology is taking off so quickly.”
3:29PM - “Good morning everyone! If you haven’t heard, the iPod’s been a big hit.” Chuckles. “We’ve now sold over 220m iPods to date and growing, and that makes it one of the most successful products in the history of all products! The iPod is now at 73.8% marketshare — the next biggest category? Other.”
3:28PM - “Thank you Jeff. Again, very cool features of iTunes 9. Free today, and that’s iTunes. Now let’s move on to the iPod.” Phil’s on stage.
3:27PM - Demo’s over, applause. Steve’s back!
3:27PM - iTunes Extras: “Just like we have LP for music, we have Extra for movies. Here’s one for Wall-E.” Nice! It’s definitely reminiscent of DVD / Blu-ray extra features.
3:24PM - Showing iTunes LP: lots of interactivity, lyrics, huge images, chronology, memorabilia. “The photos are amazing.”
3:22PM - It supports sharing to Facebook and Twitter!
3:21PM - New iTunes store looks a bit more like Zune: huge images, lots more previews. Looking good!
3:20PM - Quick reminder, if you saw “live coverage is now over” it’s definitely not. Just do a quick page refresh and we’ll come back online for you. We’re still cranking!
3:16PM - Jeff is up on stage to demo.
3:15PM - “Next up, a redesigned iTunes store. New artist pages, new TV pages. It’s just a much cleaner layout. Finally, something I really love: iTunes LP. Some of us here are old enough that we actually bought LPs — you got the music and you got great photography. Who could forget some of these classic albums?”
3:13PM - “Next up: home sharing. We’re going to let you copy songs, movies, shows to up to 5 authorized computers in your house.”
3:12PM - Manage your apps in iTunes! Finally!
3:12PM - Note! If you see “live coverage is now over” it’s NOT — just do a quick F5, the page will come right back.
3:11PM - “We’re applying that same tech to something new called Genius mixes. Imagine a Genius DJ that plays endless mixes of songs from your iTunes library that go great together — almost like a radio station. iTunes will make up to 12 of them based off of music in your library.”
3:10PM - “I want to cover a few new features: Genius mixes, we’re applying it to some new areas. People have submitted over 27m libraries, each about 2k songs, so about 54b songs — we’ve analyzed all of them, and the Genius db has just gotten smarter, and hopefully the recommendations have just gotten better.”
3:09PM - “We’ve recently crossed 100m accounts — all with credit cards and one-click purchases. Today we’re introducing iTunes 9 — the next major release of iTunes. We’ve cleaned it up and made it much easier to navigate around.”
3:08PM - “Let’s move on to music: let’s start with iTunes. We love iTunes and use it every day. It’s now in 23 different countries, just opened Mexico a few weeks ago. It’s the number one music retailer in the world.” Big applause.
3:08PM - 3.1 is free and available today.
3:07PM - “The second thing we’re adding today is ringtones to the iTunes store — they’re going to be sold at a breakthrough price for ringtones: $1.29.”
3:06PM - “It’s got a lot of nice features. I’ll highlight a few: first is our Genius technology. It works really well… we’ve applied that same technology to the App Store.” App recommendations based on the apps you own!
3:05PM - “Today we have something new for iPhone and iPod touch owners: OS 3.1.”
3:05PM - “One of the reasons for that is the App Store — it’s a little over a year old and we have 75k apps. Users have downloaded over 1.8b apps — isn’t it incredible? And that doesn’t include updates!”
3:04PM - “Before we do, I’m going to have Phil Schiller, as well as Jeff Robbin, our VP of iTunes engineering. I’d like to talk about the iPhone: thrilling to report to you today that in a little over two years we’ve sole 30 million iPhones.” Damn.
3:04PM - “So, I’m vertical, back at Apple, loving every day of it, getting to work with our incredibly talented teams to come up with some great new products. Today, we get to talk about music.”
3:04PM - “I’d like to thank everyone in the Apple community for the heartfelt support — it meant a lot. I’d also like to thank Tim Cook and the rest of the Apple team, they really rose to the occasion.” Big applause. Steve is sounding very soft.
3:03PM - “I’m VERY happy to be here today with you all. As some of you know, five months ago I had a liver transplant. I now have the liver of a mid-20s person who died in a car crash, and who was generous enough to donate their organs. I wouldn’t be here without such generosity.”
3:02PM - Damn, this is a LONG standing ovation! It’s worth noting, though, that numerically the Apple employees at these things outnumber the journos.
3:02PM - “Thank you very much.”
3:01PM - Big applause, standing ovation already. He’s looking pretty well.
3:01PM - Lights are going down, here we go! It’s Steve!
3:01PM - And, of course, they’re playing “It’s only Rock and Roll (But I Like It).”
2:56PM - PA: “Ladies and gentlemen, welcome to this Apple special event. Take your seat and turn off your mobile phone devices.” Minutes before we get going!
2:55PM - Baba O’Riley’s playing. Oh hey, Eric Schmidt’s here.
2:47PM - We hear Bloomberg has reported Jobs is here. No knowing if he’ll be making an appearance.
2:46PM - We’re in and we’re seated!
2:40PM - Alright, everybody’s queuing up, should be admitting in the next few minutes!
1:48PM - All the journos are waiting in the check-in line, after which we’ll all move into the entry line. Then: the line to get our seats. Later: lines for the new iPods!
1:11PM - Heading over to the event in just a few minutes, will be reporting once I get there!