Apple’s ‘Spring Forward’ Watch Event Live Blog

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At 10 AM PT on Monday, March 9, Apple will be hosting an event at the Yerba Buena Center in San Francisco, and the Apple Watch will probably be the start of the show. The company’s first smartwatch is sure to offer up a few surprises, even though we’ve already seen a lot of official information about the Apple Watch emerge since it was unveiled last September. Bookmark this page, and join us as we bring you live updates and photos below from inside the Apple event as soon as it kicks off.

Matthew Panzarino March 9, 201511:35 am

Cook thanks everyone for coming, invites them to the hands on area. We’re all done here. Thanks for tuning in! We’ll be posting some stuff from the event’s hands on area soon enough.

Darrell Etherington March 9, 201511:34 am

Darrell Etherington March 9, 201511:34 am

Matthew Panzarino March 9, 201511:34 am

Cook now asking Apple employees to stand up for recognition.

Darrell Etherington March 9, 201511:33 am

Matthew Panzarino March 9, 201511:33 am

So, we got HBO Now on Apple TV, ResearchKit, a new MacBook with 12″ Retina screen and the Apple Watch.

Darrell Etherington March 9, 201511:33 am

Matthew Panzarino March 9, 201511:32 am

Cook is now wrapping up Apple Watch discussion. Recapping event. 

Darrell Etherington March 9, 201511:32 am

Darrell Etherington March 9, 201511:31 am

Matthew Panzarino March 9, 201511:31 am

Now we’re watching a new Apple Watch ad that shows off the bands, styles and interfaces.

Darrell Etherington March 9, 201511:30 am

Darrell Etherington March 9, 201511:30 am

Matthew Panzarino March 9, 201511:30 am

You can pre order Apple Watches beginning April 10th, which is when they’ll be in retail stores for you to look at. Available April 24th in ‘many countries’.

Darrell Etherington March 9, 201511:30 am

Matthew Panzarino March 9, 201511:29 am

Cook says Edition Watches are going to be limited quantity

Darrell Etherington March 9, 201511:29 am

Matthew Panzarino March 9, 201511:29 am

Now we’re talking about Apple Watch Edition. Priced from $10,000, in select retail stores only.

Darrell Etherington March 9, 201511:29 am

Matthew Panzarino March 9, 201511:28 am

The Apple Watch steel is $549- $1049 depending on band for the 38MM. The Apple Watch steel 42MM runs $599-$1099 for the same.

Darrell Etherington March 9, 201511:28 am

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Darrell Etherington March 9, 201511:27 am

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Matthew Panzarino March 9, 201511:27 am

We’re talking about the steel machining, alloying and the steel bands like the milanese and steel link.

Darrell Etherington March 9, 201511:27 am

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Matthew Panzarino March 9, 201511:26 am

Now we’re talking about the steel model. Which Cook says has the ‘widest variety of bands available’. So different band selection for different tiers.

Darrell Etherington March 9, 201511:25 am

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Matthew Panzarino March 9, 201511:25 am

The Apple Watch Sport is $349 for the 38MM and $399 for the 42MM model.

Darrell Etherington March 9, 201511:24 am

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Matthew Panzarino March 9, 201511:23 am

Now we’re getting some erotic alloy footage.

Darrell Etherington March 9, 201511:23 am

Matthew Panzarino March 9, 201511:23 am

It uses an alloy of aluminum that is 60% stronger.

Matthew Panzarino March 9, 201511:23 am

Now we’re watching Jony describe the Apple Watch Sport.

Darrell Etherington March 9, 201511:22 am

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Matthew Panzarino March 9, 201511:22 am

Apple Watch battery lasts 18 hours, device charges with a magnetic charger.

Darrell Etherington March 9, 201511:21 am

Darrell Etherington March 9, 201511:21 am

Matthew Panzarino March 9, 201511:21 am

Now we’re talking Apple Watch battery life.

Matthew Panzarino March 9, 201511:21 am

There’s a new Apple Watch app that lets you download apps, configure friends for notifications. It’s included in iOS 8.2, available today.

Darrell Etherington March 9, 201511:21 am

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Matthew Panzarino March 9, 201511:19 am

Lynch is demonstrating a security app that gives him a live feed of a security cam from his Watch. It allows him to open his garage door.

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Matthew Panzarino March 9, 201511:16 am

Kevin Lynch: Photoshop veteran, is a terrible finger drawerer.

Darrell Etherington March 9, 201511:15 am

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Matthew Panzarino March 9, 201511:14 am

Apple now demonstrating the Uber app.

Matthew Panzarino March 9, 201511:14 am

Lynch takes a call on his Watch. He emphasizes that the Watch uses WiFi, not just Bluetooth to communicate with your iPhone. 

Darrell Etherington March 9, 201511:14 am

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Matthew Panzarino March 9, 201511:13 am

Now Instagram on the Watch.

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Matthew Panzarino March 9, 201511:12 am

Lynch is now demonstrating Apple Pay on the Apple Watch. Simple proximity, no touch necessary. A taptic feedback tap will tell you the transaction is done.

Darrell Etherington March 9, 201511:12 am

Matthew Panzarino March 9, 201511:11 am

That WeChat is the messaging app Apple chooses to demo on the Watch is telling. (Because China)

Darrell Etherington March 9, 201511:11 am

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Matthew Panzarino March 9, 201511:10 am

Apple demoing WeChat replies, along with stickers.

Darrell Etherington March 9, 201511:10 am

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Matthew Panzarino March 9, 201511:10 am

Now Lynch is demoing Siri. Weather channel weather delivered, must hurt for Yahoo to watch that.

Darrell Etherington March 9, 201511:09 am

Matthew Panzarino March 9, 201511:09 am

Lynch is now demonstrating a bunch of apps on the Watch. Twitter, American Airlines, etc.

Matthew Panzarino March 9, 201511:08 am

Now Kevin Lynch is out, talking about WatchKit and apps on the Watch.

Darrell Etherington March 9, 201511:08 am

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Matthew Panzarino March 9, 201511:07 am

Now Cook is talking about Siri powering the Apple Watch, along with notifications. 

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Matthew Panzarino March 9, 201511:05 am

“I’ve been using my rubber band for running…this is my chic one,” says Turlington, showing off her leather with silver buckle.

Darrell Etherington March 9, 201511:05 am

Matthew Panzarino March 9, 201511:05 am

Turlington now out on Apple’s stage, being interviewed by Tim Cook. This is surprisingly much less awkward than Tim and Bono.

Darrell Etherington March 9, 201511:04 am

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Matthew Panzarino March 9, 201511:03 am

#crewgoals

Darrell Etherington March 9, 201511:03 am

Matthew Panzarino March 9, 201511:03 am

We’re watching a video of Christy Turlington using the Apple Watch while running a half marathon in Africa.

Darrell Etherington March 9, 201511:03 am

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Matthew Panzarino March 9, 201511:01 am

Apple gave a watch to Christy Turlington. We’re now hearing about how she used it.

Darrell Etherington March 9, 201511:01 am

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Darrell Etherington March 9, 201510:59 am

Matthew Panzarino March 9, 201510:59 am

Mondays just got worse: The Apple Watch will tell you how much you didn’t move the week before.

Darrell Etherington March 9, 201510:59 am

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Matthew Panzarino March 9, 201510:59 am

Now Cook is going over the Activity app on the Watch.

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Matthew Panzarino March 9, 201510:57 am

You can read, flag and mark emails on your Apple Watch. You can make and receive calls on your watch as well.

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Matthew Panzarino March 9, 201510:55 am

Cook is recapping some Apple Watch features.

Darrell Etherington March 9, 201510:55 am

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Matthew Panzarino March 9, 201510:55 am

The Mickey watch face gets claps from the audience.

Darrell Etherington March 9, 201510:55 am

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Matthew Panzarino March 9, 201510:54 am

Interesting that Cook is mirroring the iPhone’s ‘it’s an x, y, and z’ announcement structure.

Darrell Etherington March 9, 201510:54 am

Matthew Panzarino March 9, 201510:54 am

“The most advanced timepiece ever created.” – Tim Cook on the Apple Watch. 

Darrell Etherington March 9, 201510:54 am

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Matthew Panzarino March 9, 201510:53 am

Cook is talking about the new Watch materials. 

Darrell Etherington March 9, 201510:53 am

Matthew Panzarino March 9, 201510:53 am

“Since what you wear is an expression of who you are, we’ve designed Apple Watch to appeal to a whole range of…preferences.” – Tim Cook

Darrell Etherington March 9, 201510:53 am

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Matthew Panzarino March 9, 201510:52 am

Now Cook turns to the Apple Watch.

Matthew Panzarino March 9, 201510:52 am

“It’s really awesome, I think you’re really going to love it” Tim Cook on the new MacBook.

Darrell Etherington March 9, 201510:52 am

Matthew Panzarino March 9, 201510:52 am

Wrapping up MacBook news now.

Matthew Panzarino March 9, 201510:52 am

The 13-inch MacBook Pro gets the Force Touch trackpad, 2x faster flash, 10 hours of battery life and faster processors. 

Darrell Etherington March 9, 201510:52 am

Matthew Panzarino March 9, 201510:51 am

Apple is also updating the MacBook Air to thunderbolt 2 and faster I5 processors. 

Darrell Etherington March 9, 201510:51 am

Matthew Panzarino March 9, 201510:51 am

The new MacBook is only $1,299 to start. Faster processor and 512GB for $1,599. Ships April 10th.

Darrell Etherington March 9, 201510:51 am

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Matthew Panzarino March 9, 201510:50 am

Schiller makes a hashtag joke. I’m not going to repeat it here.

Darrell Etherington March 9, 201510:50 am

Darrell Etherington March 9, 201510:50 am

Matthew Panzarino March 9, 201510:50 am

Jony is narrating this MacBook video. It’s so relaxing I think I might nod off. Can I get this on a sleep sounds machine?

Darrell Etherington March 9, 201510:49 am

Matthew Panzarino March 9, 201510:49 am

How long until humans adapt to Apple’s standards and begin being born with only a single port?

Darrell Etherington March 9, 201510:49 am

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Matthew Panzarino March 9, 201510:48 am

The new MacBook trackpad has ‘tactile feedback’ which gives you response to touches.

Darrell Etherington March 9, 201510:48 am

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Matthew Panzarino March 9, 201510:46 am

That single port thing is 1. Super agressive and a bit cool. 2. Going to cause a ton of growing pains. 3. Going to enrage people. 4. Will likely end up being standard within 2 years. Wireless tech is mature enough now.

Darrell Etherington March 9, 201510:46 am

Darrell Etherington March 9, 201510:46 am

Darrell Etherington March 9, 201510:45 am

Matthew Panzarino March 9, 201510:45 am

‘World’s most energy-efficient notebook’

Matthew Panzarino March 9, 201510:45 am

3 colors. Silver, Space Grey and Gold.

Darrell Etherington March 9, 201510:44 am

Matthew Panzarino March 9, 201510:44 am

The new MacBook also has 802.11c and Bluetooth 4.0.

Darrell Etherington March 9, 201510:44 am

Matthew Panzarino March 9, 201510:44 am

That single port supports USB, VGA, Power, DisplayPort and HDMI. It’s the USB-C standard. New cable, of course.

Darrell Etherington March 9, 201510:44 am

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Darrell Etherington March 9, 201510:43 am

Matthew Panzarino March 9, 201510:43 am

Schiller says that Apple’s new vision for computing is without wires. There’s only one port on the new MacBook.

Darrell Etherington March 9, 201510:43 am

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Matthew Panzarino March 9, 201510:42 am

Apple’s new batteries are contoured sheets that let them fit 35% more battery in the new MacBook. Wireless Web browsing: 9 hours, 10 hours iTunes movie playback is what Apple claims.

Darrell Etherington March 9, 201510:42 am

Darrell Etherington March 9, 201510:42 am

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Matthew Panzarino March 9, 201510:41 am

Apple cut a bunch of internal space and filled a ton of it with batteries. 

Darrell Etherington March 9, 201510:41 am

Darrell Etherington March 9, 201510:41 am

Matthew Panzarino March 9, 201510:41 am

Intel CoreM 14nm process chip, Up to 1.3ghz, super charged to 2.9ghz. just 5 watts of power.

Darrell Etherington March 9, 201510:41 am

Darrell Etherington March 9, 201510:40 am

Matthew Panzarino March 9, 201510:40 am

Which is insane, for one, but also means that it runs completely silently and has a tiny logic board. 

Darrell Etherington March 9, 201510:40 am

Matthew Panzarino March 9, 201510:40 am

This is the First fanless MacBook ever.

Darrell Etherington March 9, 201510:40 am

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Darrell Etherington March 9, 201510:39 am

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Matthew Panzarino March 9, 201510:39 am

Schiller is demonstrating that the ‘Force Click’ can activate contextual actions that display things like calendar entries from a text field. 

Darrell Etherington March 9, 201510:39 am

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Matthew Panzarino March 9, 201510:38 am

The new Apple trackpad has an adjustable click feel, and has ‘force click’ sensitivity for more tap context. (hard tap vs normal)

Darrell Etherington March 9, 201510:38 am

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Matthew Panzarino March 9, 201510:37 am

Schiller says that this is the thinnest display on a MacBook ever. 30% less energy should mean improved battery life.

Darrell Etherington March 9, 201510:37 am

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Darrell Etherington March 9, 201510:36 am

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Matthew Panzarino March 9, 201510:36 am

The new MacBook has a 12-inch Retina display. 2304×1440. 3.3M pixels total.

Darrell Etherington March 9, 201510:36 am

Matthew Panzarino March 9, 201510:35 am

If you hit the edges of the keys, the whole key depresses, no more wobble, says Schiller.

Darrell Etherington March 9, 201510:35 am

Darrell Etherington March 9, 201510:35 am

Matthew Panzarino March 9, 201510:35 am

Schiller is nerding out hardcore on the new keys on the MacBook.

Darrell Etherington March 9, 201510:35 am

Matthew Panzarino March 9, 201510:35 am

Apple is going deep on keyboard technology called ‘butterfly’ which replaces the scissor used in standard keyboards. 

Darrell Etherington March 9, 201510:35 am

Darrell Etherington March 9, 201510:34 am

Matthew Panzarino March 9, 201510:34 am

The new MacBook is 2.1mm thick, 24% thinner than the MacBook Air. No visible antenna plastic ports on the exterior. Edge-to-edge keyboard.

Darrell Etherington March 9, 201510:34 am

Darrell Etherington March 9, 201510:33 am

Matthew Panzarino March 9, 201510:33 am

The new MacBook weighs 2lb

Darrell Etherington March 9, 201510:33 am

Darrell Etherington March 9, 201510:33 am

Matthew Panzarino March 9, 201510:33 am

It appears to have very little margins around the edges. There is only one port, it looks to be new.

Darrell Etherington March 9, 201510:32 am

Matthew Panzarino March 9, 201510:32 am

Phill Schiler is up to talk about the new MacBook.

Matthew Panzarino March 9, 201510:32 am

Apple introduces a new MacBook. Cook is holding a gold one on stage. 

Darrell Etherington March 9, 201510:32 am

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Darrell Etherington March 9, 201510:31 am

Matthew Panzarino March 9, 201510:31 am

The video is showing off what appears to be a 12-inch Macbook Air. 

Darrell Etherington March 9, 201510:31 am

Matthew Panzarino March 9, 201510:31 am

We’re getting a new Mac. The video is playing now.

Matthew Panzarino March 9, 201510:30 am

Cook says Apple is reinventing the notebook.

Darrell Etherington March 9, 201510:30 am

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Darrell Etherington March 9, 201510:29 am

Matthew Panzarino March 9, 201510:29 am

Tim Cook trolls the audience by showing a pic of the watch and other computers and then focuses on the Mac.

Darrell Etherington March 9, 201510:29 am

Matthew Panzarino March 9, 201510:29 am

Cook is back on stage says ResearchKit is going to transform research.

Matthew Panzarino March 9, 201510:28 am

Apple is Open Sourcing ResearchKit. The 5 apps demoed in the slides will launch today.

Darrell Etherington March 9, 201510:28 am

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Matthew Panzarino March 9, 201510:27 am

Extended clapping from the Apple sections after this ResearchKit video.

Darrell Etherington March 9, 201510:27 am

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Matthew Panzarino March 9, 201510:26 am

This is so far outside of the expertise of tech bloggers, but that’s not going to stop them generating HOT HOT takes. 

Matthew Panzarino March 9, 201510:25 am

Now we’re watching a video with researchers and Apple people talking about medical research apps and frameworks.

Darrell Etherington March 9, 201510:24 am

Matthew Panzarino March 9, 201510:24 am

Apple continuing to bang the privacy drum, reinforcing that Apple has no interest in user data because that doesn’t contribute to its bottom line.

Matthew Panzarino March 9, 201510:24 am

“You decide how your data is shared, Apple will not see your data.” Jeff Williams. 

Darrell Etherington March 9, 201510:23 am

Matthew Panzarino March 9, 201510:23 am

Williams: Apple will not see your data.

Darrell Etherington March 9, 201510:23 am

Darrell Etherington March 9, 201510:23 am

Matthew Panzarino March 9, 201510:23 am

This is going to raise a lot of questions about how this medical data is gathered, shared and compensated for.

Darrell Etherington March 9, 201510:21 am

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Matthew Panzarino March 9, 201510:21 am

Apple worked with Massachusetts General to work on a diabetes app.

Darrell Etherington March 9, 201510:21 am

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Matthew Panzarino March 9, 201510:21 am

Apple is squarely in the arena of medical technology that could come under FDA regulation.

Darrell Etherington March 9, 201510:20 am

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Matthew Panzarino March 9, 201510:19 am

University of Rochester, Xuanwu Hospital and Sage Bionetworks worked with Apple to create a Parkinsons research app.

Darrell Etherington March 9, 201510:19 am

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Matthew Panzarino March 9, 201510:18 am

Apple announces ResearchKit, for medical research.

Matthew Panzarino March 9, 201510:18 am

This is the first time I’ve ever seen Jeff Williams in an Apple keynote. 

Darrell Etherington March 9, 201510:18 am

Matthew Panzarino March 9, 201510:17 am

Williams is quoting subjective data and small sample sizes as issues in medical research.

Darrell Etherington March 9, 201510:17 am

Matthew Panzarino March 9, 201510:17 am

“I know, Medical Research is not what you were expecting,” says Williams. 

Darrell Etherington March 9, 201510:16 am

Matthew Panzarino March 9, 201510:16 am

Now, Cook is talking about Health and Medical Research. Jeff Williams is out to chat about it.

Darrell Etherington March 9, 201510:16 am

Matthew Panzarino March 9, 201510:16 am

Now Cook is talking HomeKit and HealthKit, two relatively nascent efforts.

Darrell Etherington March 9, 201510:15 am

Matthew Panzarino March 9, 201510:15 am

40 models of cars are shipping with it.

Darrell Etherington March 9, 201510:15 am

Matthew Panzarino March 9, 201510:15 am

Every major car brand has committed to delivering Apple’s CarPlay, says Tim Cook.

Darrell Etherington March 9, 201510:14 am

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Matthew Panzarino March 9, 201510:13 am

Cook says 700,000 locations now take Apple Pay. Including 40k vending machines.

Darrell Etherington March 9, 201510:13 am

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Matthew Panzarino March 9, 201510:12 am

Cook says Customer Sat. Number one. Drink.

Darrell Etherington March 9, 201510:12 am

Matthew Panzarino March 9, 201510:12 am

Cook says Apple’s iPhone business grew at ‘double the rate’ of the industry. Says iPhone was top selling smartphone in the world. That’s the first time ever, if you’re counting.

Darrell Etherington March 9, 201510:12 am

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Matthew Panzarino March 9, 201510:12 am

Yep. Apple has sold 700 million iPhones to date.

Darrell Etherington March 9, 201510:11 am

Matthew Panzarino March 9, 201510:11 am

Now we’re talking iPhone. Sales update?

Matthew Panzarino March 9, 201510:11 am

“Apple TV will reinvent the way that you watch television, and this is just the beginning.”

Darrell Etherington March 9, 201510:11 am

Matthew Panzarino March 9, 201510:11 am

Apple lowers the price of the Apple TV to $69.

Darrell Etherington March 9, 201510:11 am

Matthew Panzarino March 9, 201510:11 am

Over 25 million Apple TVs sold so far. But now we’re getting a price reduction.

Darrell Etherington March 9, 201510:10 am

Matthew Panzarino March 9, 201510:10 am

HBO Now coming to Apple TV was rumored, but an exclusive is incredibly strong. That’s going to sell a lot of Apple TVs. Which is really the point. This could be where Apple starts to leverage its slow burning plan for the Apple TV.

Darrell Etherington March 9, 201510:10 am

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Matthew Panzarino March 9, 201510:08 am

I’m not going to liveblog this trailer. But it’s suitably fire. Just trust me.

Matthew Panzarino March 9, 201510:08 am

New Game of Thrones trailer being shown to hype HBO’s $14.99 standalone streaming service, launching in April on Apple TV.

Matthew Panzarino March 9, 201510:08 am

$14.99 per month, launching in April with the first month free for the premiere of Game of Thrones.

Darrell Etherington March 9, 201510:08 am

Matthew Panzarino March 9, 201510:07 am

The money involved here must be enormous. No subscription required.

Matthew Panzarino March 9, 201510:07 am

Wow. Apple gets exclusive on HBO Now on Apple TV.

Darrell Etherington March 9, 201510:07 am

Matthew Panzarino March 9, 201510:06 am

That hasn’t happened a whole lot in recent memory, though others have talked and demoed at WWDC and other events in the past. 

Darrell Etherington March 9, 201510:06 am

Matthew Panzarino March 9, 201510:06 am

Huh. An external CEO on the stage. Richard Plepler of HBO.

Darrell Etherington March 9, 201510:06 am

Matthew Panzarino March 9, 201510:06 am

Silicon Valley gets a shoutout on the Apple stage. As does Game of Thrones.

Matthew Panzarino March 9, 201510:05 am

Cook is hyping the HBO/Apple TV partnership.

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Matthew Panzarino March 9, 201510:05 am

HBO.

Matthew Panzarino March 9, 201510:05 am

Apple TV kicks off the event in a bit of a curveball. 

Darrell Etherington March 9, 201510:05 am

Matthew Panzarino March 9, 201510:04 am

120 million visitors to Apple Stores last year.

Darrell Etherington March 9, 201510:04 am

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Matthew Panzarino March 9, 201510:04 am

Cook says Apple has 21 stores in China, with plans to get to 40 by mid next year.

Darrell Etherington March 9, 201510:04 am

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Matthew Panzarino March 9, 201510:03 am

Cook is talking about the new design of the store in China. Cantilevered second story, ‘open, bright’ is how he characterizes it.

Darrell Etherington March 9, 201510:03 am

Darrell Etherington March 9, 201510:03 am

Matthew Panzarino March 9, 201510:02 am

Tim Cook is now out on stage, looking dapper. 

Darrell Etherington March 9, 201510:02 am

Matthew Panzarino March 9, 201510:02 am

We’re rolling along showing people touching Apple stuff.Touch touch!

Darrell Etherington March 9, 201510:01 am

Matthew Panzarino March 9, 201510:01 am

We’re starting off with a global tour of Apple Retail. New store in China being shown off now.

Darrell Etherington March 9, 201510:01 am

Matthew Panzarino March 9, 201510:00 am

Lights are coming down, here we go.

Matthew Panzarino March 9, 20159:59 am

Also, don’t worry: We’re on Dad Joke Watch 2015

Darrell Etherington March 9, 20159:58 am

Matthew Panzarino March 9, 20159:58 am

Angela is here as well.

Matthew Panzarino March 9, 20159:57 am

Jony Ive is nere, wearing a Rose Gold Apple Watch.

Matthew Panzarino March 9, 20159:57 am

Now we’ve got a Sam Smith remix. Feeling a bit emotional. I might hug Darrell.

Matthew Panzarino March 9, 20159:56 am

I’ll Meerkat again post event. So if you missed out on my lovely visage have no fear. 

Matthew Panzarino March 9, 20159:56 am

We’re closing in. All the VIPs are in.

Darrell Etherington March 9, 20159:56 am

Darrell Etherington March 9, 20159:55 am

Darrell Etherington March 9, 20159:54 am

Matthew Panzarino March 9, 20159:53 am

Yo folks, hope you watched my Meerkat for the full story. All the cool kids did.

Darrell Etherington March 9, 20159:52 am