Time Cook is starting off the press conference this morning, walking out after a brief video in a black button down, of course.
First up, some iPhone bragging. By the end of the recent iPhone 5S and 5C launch weekend, Apple sold 9 million iPhones. Cook says it was the largest launch weekend ever.
Cut to a montage video of hip people buying phones at shiny Apple stores set to music.
Cook says early two-thirds of iOS devices are already running iOS 7.
The App Store has over a million apps, and there have been 60 billion app downloads. Apple developers have earned $13 billion through Apple app sales.
Cook gets a dig in at competitors: "They chased after netbooks. Now they're trying to make PCs into tablets and tablets into PCs."
Cook is turning it over to Craig Federighi, Apple's senior VP of software engineering. He's talking about the new version of the Mac operating system, OS X Mavericks.
He's recapping improvements in Mavericks, like compressed memory for more speed and higher performance graphics.
There are shared links in Safari, tags in the Finder for better organization, improvements for people who juggle more than one display. These are all features we've already known about, so it's just a recap. The news we're really waiting for is a release date for the new OS.
Federighi is doing a demo of some Mavericks features. Setting up website notifications, replying to a message from his wife, clicking on shared links. He brings up an article about the new Apple campus: "I for one look forward to working in outer space."
He's announced the pricing, after getting in a small visual dig at WIndows. "Today we announce a new era for the Mac, because today we're announcing that Mavericks is free."
Mac OS X Mavericks can be downloaded starting today. It will work on older Macs as well, even a 2007 iMac.
It's Phil Schiller's turn. He's talking MacBook updates.
There is a new 13-inch MacBook Pro. It is thinner and lighter, powered by a 4th gen dual-core chip with integrated graphics that are up to 90% faster. There is up to 9 hours of battery life on the new MacBook Pro.
On to the Mac Pro, the powerful, redesigned professional desktop Mac. The Pro was first previewed earlier this year but we're still waiting for a price and release date.
Apple gave some Mac Pros to video and photo and music professionals to test it out ahead of the official release. Naturally, they all had glowing things to say about the free fancy product.
The Mac Pro will cost $2,999 and be available "before the end of the year."
The Mac Pro was designed in California and assembled in the US across 20 states. The pieces are likely manufactured out of the country and shipped here for the building stage.
Video break! A beautifully shot look at how the Mac Pro is made, showing what appear to be American workers doing some of that assembling.
Eddie Cue is going to highlight some iLife features. He is wearing a slightly slicker button down shirt than the other execs, but alas, it is not tucked in.
The new iLife for Mac has been redesigned. iMovie for the Mac and IOS are getting updates, including a control for movie speed.
They're demoing Garage Band's new drum feature, called Drummer. "One of the hundreds of new features available in the new iLife." - Cue.
The new iLife is free with the purchase of a new Mac or iOS device. Update is available starting today.
iWork, which includes Pages and Keynote, is also getting an update for the Mac and iOS.
Nothing says riveting like a live demo of Pages. Let's make a fake, tacky musical flier for Eddie Cue.
Apple is adding collaboration support for iWork apps in iCloud, so you can make a document on a Mac or iPad and edit it online with other people, even if they're on a PC.
The apps are available for free starting today.
Cook is back on stage: "These are really incredibly rich apps and we've only scratched the surface of what you can do with them."