Chief Executive Tim Cook kicked off the event at the company's Cupertino headquarters which also ushered in the pricier iPhone 5S.
Apple Inc introduced two new iPhones on Tuesday including the "iPhone 5C" that comes in five colours and starts at USD 99 with a contract, priced to bring one of the industry's costliest smartphones within reach of the masses in poorer emerging markets.
Chief Executive Tim Cook kicked off the event at the company's Cupertino headquarters which also ushered in the pricier iPhone 5S. Shares in Apple, which had been in negative territory most of the morning, briefly went positive and were down just 0.5 percent at $503.48.
Cook expects Apple to ship the 700 millionth device - an iPhone or iPad - based on iOS mobile software sometime next month.
As it happened!
With that we come to the end of Apple's mega event. Thank you for joining us today! Oh, and watch out for more photos and videos about the new iPhone 5S and iPhone 5C.
--Another standing ovation and Tim returns again
--He does his thing and gets a standing ovation too!
--And in comes Elvis Costello
--"We do really love music and celebrating great artists," says Tim
--"Before we close, we want to return to music." Wonder what's that all about now
--Tim Cook is now thanking all the teams involved in the making
--Tim is rounding up the products that have been launched today
--iOS 7 is the biggest change to iOS since the original iPhone: Tim
--"These iPhones are packed with remarkable tech"
--Tim Cook returns!
--By the end of this year, December specifically , the phones available in more than 100 countries
--US, China, Australia, Canada, Japan, Germany,UK, Singapore. Hey, China's getting a first time iPhone launch too!
--The 5S and 5C will hit the stores on Sep 20
--The iPhone 5C will be put up for pre-order on Sep 13
--So, the iPhone 4S will stay in the lineup, the 8GB version
--It is also environmentally friendly by the way
--Price: 16GB for $199, 32GB for $299 and 64GB is for $399 on contract. The new cases are $49 each
--Phil's back, iOS 7 up on talk again
--Touch ID uses this thing to make it accurate as possible
--It can also map details that the eye can't cannot perceive
--It can read multiple fingerprints
--Dan Riccio is now going on about how the finger is a great replacement for the password. Ok then!
--"It's what led us to create Touch ID."
--"It's meticulously designed and crafted. It's not just rampant tech for tech's sake."
--Video time again. Jony returns
--"Since it's built in, you can make iTunes purchases by using your finger to authenticate"
--Around the sensor there's a stainless steel detection ring; it can detect when your finger is actually on the button, you don't have to press it
--"Touch ID is built deeply into iOS 7"
--The sensor is also built right into the home button..Rumours were pretty much right
--The fingerprint sensor also has 360-degree readability
--The sensor is about 170 microns thin; it also has 500 ppi resolution, scans sub-epidermal skin layers
--"It reads your fingerprint at an entirely new level"
--Touch ID is official on the iPhone 5S. That's right Touch ID. Fingerprint thingy. Real
--Phil's going over to protection
--Phil is now showing a 28MP panoramic shot
--The camera is also capturing HD 720p video at 120 fps
--15 % also larger active sensor area
--You can also store multiple photos from of burst shots you took
--"Thanks to A7, the phone analyzes all of the burst shots and presents your pick for best shot"
--For the Burst mode you have to old down the button
--Burst mode when you hold down the shutter button, can up to 10 frames per second
--It also has auto image stabilization, digital stabilization
--The flash can solve the contention around clashing color temperatures. That's a lot of C's. There are also over 1,000 unique variations
--There's also a new flash called True Tone
--The camera also makes a dynamic local tone map too!
--iOS 7 is prepped up to work with the new camera. It can automatically set white balance and exposure level
--Bigger pixels make for a better picture: Phil
--Apple's new camera has a 5-element designed lens, plus f/2.2 aperture
--"People love taking photos. We wanted to get smarter and better"
--Next up, its the camera
--Battery Life: 10 hours LTE browsing, 40 hours music playback
--Battery Life: 10 hours 3G talktime, 250 hours standby
--Nike is making a new app called Nike+ Move
--M7, that works alongside the A7, Is a motion co-processor
--And Phil is back, "I hope you're blown away. I am."
--Gameplay looks sweet!
--"Infinity Blade III will redefine the power of gameplay. It will be available alongside the new iPhone 5S."
--They're now showing how smoothly and fast you can transition from one world to another
--These new areas are as bigger than the entire first game!
--You've got two character and there are up to 8 worlds
--Epic has announced Infinity Blade III, the conclusion to the successful trilogy.
--Remember Infinity Blade people!
--They're showing a demo now. Chair Co-Founder Donald Mustard comes on stage
--This will enable breakthroughs in the performance for graphics-intensive games: Phil
--It also runs OpenGL ES 3.0 - HELLO GAMING!
--56 times as fast as the original iPhone
--Half of that performance increase comes with the A7: Phil
--The CPU is 40 times faster than the original iPhone! THAT, is sweet...
--iOS 7 too been updated for 64-bit
--A7 also has 100 square mm die size
--The A7 has 2x general purpose registers, 2x floating point registers, over one billion transistors
--It contains the A7 chip, which is a 64-bit chip, whoa!
--Phil goes on to say that the iPhone 5S is a huge leap forward in mobile computing performance
--Phil's talking about the old days of computing.
--Gold, silver and "space gray colors" on the iPhone 5S
--"It's made of a high-grade aluminum with cut chamfered edges", Phil
--There we go, the much-anticipated champagne gold!
--"It is the most forward-thinking phone we've ever created," says Phil
--Ladies and Gents: iPhone 5S
--Video is over and Phil is back on. Next phone about to come everyone!
--Colours compliments the 5C. "It's the vivid realization of hardware and software together in one device."
--Craig is now on again and with a video about battery life and FaceTime.
-- It seems that you can play Connect 4 on the back of your iPhone!
--"iPhone 5C is beautifully, unapologetically plastic." That, sounds cool!
--"It is simpler, more essential, more capable and more colorful."
--"Arsenic-free, mercury-free, and Android-free." Crackling laughter for that one!
--New cases cost $29 each
--PRICE: Pink, White Blue, Yellow and green — 16GB is $99, 32GB is $199
--5C supports more LTE bands than any other smartphone in the world(whoa!). WiFi dual bandand Bluetooth 4.0
--New Facetime HD camera which seems even better in lowlight... 1.9-micron pixel, and FaceTime audio, plus BSI.
--Also, 8MP iSight camera,hybrid IR filter,5-element lens
--5C is powered by A6.
--Specs: 4-inch retina display, full sRGB, integrated touch, widescreen video are among the specification.
--There is pretty cool lineup of custom cases for the iPhone 5C
--"It looks great with the colorful iOS 7 as well," Phil said
-- iPhone 5C and it looks impressive alright. The back and sides is made from a single part and the front is one multi-touch
--Yellow, green and blue iPhones, they're thrown in white and red too
--"Few of you may have seen some shots on the web. And that's cool!"
--iPhone 5C: Ladies and Gents
--"I have the great honor to introduce new products to you."
--Now we have Phil Schiller to talk about these new iPhones
--There are two new designs
--Now onto iPhone
--He's talking about iPhone 5
--They're now showing apps like the iPhoto, which bring photo editing to the next level
--Tim says, "iWork now consists of the best-selling mobile productivity app on any platform".
--And Tim's talking about iWork
--Out goes Craig, Tim's back on stage
--UPDATE: iPad 2+, iPhone 4+ and the iPad mini and 5th-gen iPod touch will all get the iOS 7
--iOS 7: iOS 7 will be shipped free starting Sep 18th people!
--iOS 7: "Downloading the iOS 7 is like getting an all new phone that you already know how to use," says Craig
--iOS 7: You can also create your own stations
--iOS 7: There's also a new music experience on the new iOS, with iTunes Radio
--iOS 7:Next up, Photos. Now you can group your photos by moments, based on time and location when they were taken
--iOS 7: Hello, SIRI is updated too. It will now feature a male voice as well...
--iOS 7: Notification Center can be reached up from the lock screen. You can also swipe it down from the top
--iOS 7M: New Ringtones too!!
--He's showing the parallax effect on the wallpaper now
--Craig is showing the new features on the iOS 7
--"Virtually overnight hundreds of people will download iOS 7," Craig said
--"It was 3 months ago at WWDC that we unveiled iOS 7."
--Craig Federighi is now up on the stage to talk about iOS 7
--Now Tim's started with iOS 7. And its time for an update
--This has got to do more with the US
--Tim says "We're expanding our footprint outside the US."
--Onto retail then
--"I really encourage you to catch a couple of concerts," says Tim
--Huge applause at the end of that video
--If anybody's into Lady Gaga, she just started the video!
--Elton John, Justin Timberlake and Katy Perry will be performing this year
--Now he's showing a video about the iTunes Festival
--Tim has started to talk about the iTunes festival, which is also its 5th year running
--And Tim Cook has entered the building. Applause all around
--Al Gore is in attendance too!
--Looks like the press has been ushered inside. And the show is about to begin!
Here’s what we know about the event:
Two new iPhones — iPhone 5S and iPhone 5C — will be unveiled. The iPhone 5S will extend the “S” lineup of the iPhone, which might also have a definitive feature, like the 4S had SIRI. And an interesting new iPhone 5C, a cheaper plastic variant, aimed at the Chinese audience.
If rumours are anything to go by then the iPhone 5S can very well be a gold-textured model with the fabled fingerprint sensor etched into the homescreen along with a 12 or 13-megapixel camera coupled with a dual-LED flash.
The iPhone 5C could be the winner here. Based on plastic modelling, the 5C version of the new iPhone could come in numerous colour options and may see a wide acceptance in China, where Apple seeks to divert its focus.
iOS 7 — the new mobile OS could come bundled with the new iPhones. Remember the last time iOS 6 came wrapped up with the iPhone 5; it’s highly likely that the new OS, which has been in beta stage, may be showcased as well.
As with previous Apple events, newer iPods, Macbooks could also be debuted too.
In any case, rumours or not, whatever Apple’s got cooking for us, we’ll take it!
And here is the list of live event time across the globe.
10:00 AM — Pacific Time
11:00 AM — Mountain Time
12:00PM — Central Time
01:00 PM — Eastern Time
6:00 PM — London
07:00 PM — Paris
01:00 AM (Sep 11th) — Hong Kong
02:00 AM (Sep 11th) — Tokyo