Live from Apple’s iPhone 8 / iPhone X event

This is it, Apple’s big event. It’s iPhone day at the opulent new Steve Jobs Theater in Cupertino. We’ll have our respective butts planted firmly in those (reportedly) $14,000 seats in order to bring the news to you live from the front lines.

The event is shaping up to be another big one for Apple. After months of rumors and leaks, we think we’ve got a pretty solid picture of what’s to come — and there’s going to be a lot of it. The centerpiece is almost certainly going to be a trio of new iPhones: the iPhone 8, iPhone 8 Plus and the biggie, the iPhone X, an ultra-premium model released in honor of the phone’s tenth anniversary.

But Apple’s never stopped at just a single product. On the hardware front, you can also expect Apple Watch and AirPod-related announcements. The company is also likely to shed more light on all of the good stuff developers have been working on using its ARKit augmented reality platform and offer up a firm release date for iOS 11. Apple’s no doubt got more up its sleeve, as well, and you can park your browser right here to follow along with the liveblogging action.

The event is scheduled to begin at 10 AM Pacific. (That’s 12PM Central, 1PM Eastern, 6PM in London, and 1AM on the 13th in Beijing). In addition to this liveblog, there’s a live stream. Grab your spots early, because we’ll be getting started as soon as we get situated in the aforementioned fancy seats.

Matthew Panzarino September 12, 201711:54 am

Thank you all for listening in. Until next time.

Brian Heater September 12, 201711:54 am

Matthew Panzarino September 12, 201711:54 am

And that’s it, we’re out.

Matthew Panzarino September 12, 201711:54 am

Cook asks Apple employees to stand up. The majority of the theater stands up.

Matthew Panzarino September 12, 201711:53 am

Cook says that he thinks Steve would be really proud of the things announced today.

Brian Heater September 12, 201711:53 am

Matthew Panzarino September 12, 201711:52 am

Finishing out with a written version of the Steve Jobs quote from the beginning. 

Matthew Panzarino September 12, 201711:52 am

Cook is summarizing now, and wrapping it up.

Brian Heater September 12, 201711:52 am

Brian Heater September 12, 201711:50 am

Matthew Panzarino September 12, 201711:49 am

iPhone X, $999 October 27th order, ships November 3rd.

Matthew Panzarino September 12, 201711:49 am

It’s interesting to note that all of the AR examples Apple has shown in this presentation exhibit the tiny jitter that comes with the process.

Brian Heater September 12, 201711:48 am

Matthew Panzarino September 12, 201711:48 am

Face ID makes it clear why Apple added that ‘5 taps to turn off Touch ID’ feature. Now cops can’t shove your face into your phone to unlock

Brian Heater September 12, 201711:47 am

Brian Heater September 12, 201711:46 am

Brian Heater September 12, 201711:44 am

Matthew Panzarino September 12, 201711:44 am

That charger is coming ‘next year’.

Matthew Panzarino September 12, 201711:44 am

Apple shows off a larger charging mat that charges iPhone, Watch and AirPods – they call it AirPower. Current charging standards do not support this kind of multi-charging interface.

Matthew Panzarino September 12, 201711:43 am

iPhone X does wireless charging via Qi

Brian Heater September 12, 201711:43 am

Matthew Panzarino September 12, 201711:42 am

All of that and the battery life is 2 hours more than iPhone 7, improvements that largely had to come via software. It likely has a slightly bigger battery than iPhone 7 though.

Brian Heater September 12, 201711:42 am

Matthew Panzarino September 12, 201711:41 am

The new Portrait Lighting modes are all supported through the front side True Depth camera now too, which is great. That requires two cameras in all of the other iPhones that support it. This uses the depth features to do the separation and mapping work.

Brian Heater September 12, 201711:41 am

Brian Heater September 12, 201711:41 am

Matthew Panzarino September 12, 201711:40 am

The flash now has 4 LEDs to help it match existing light better.

Matthew Panzarino September 12, 201711:40 am

The cameras have gotten a nice upgrade with iPhone X as well, with an f2.4 aperture on the telephoto, 36% more light coming in that lens vs. the iPhone 8.

Brian Heater September 12, 201711:39 am

Matthew Panzarino September 12, 201711:39 am

“If you were wondering what humanity would do when given access to the most advanced facial animation, well now you know.” – Federighi, animating a poo with his face.

Brian Heater September 12, 201711:39 am

Brian Heater September 12, 201711:37 am

Brian Heater September 12, 201711:36 am

Matthew Panzarino September 12, 201711:36 am

Apple worked with Snap to build out some examples of face filters that track incredibly close to face and movements. 

Brian Heater September 12, 201711:35 am

Brian Heater September 12, 201711:33 am

Brian Heater September 12, 201711:33 am

Matthew Panzarino September 12, 201711:32 am

We’re getting a live demo now.

Matthew Panzarino September 12, 201711:32 am

Animoji can be used to create recorded automatic voice messages that animate along with your words.

Brian Heater September 12, 201711:32 am

Brian Heater September 12, 201711:31 am

Matthew Panzarino September 12, 201711:30 am

Animoji now. They are controlled with your face, allowing you to change expressions of emoji you use. 

Brian Heater September 12, 201711:30 am

Matthew Panzarino September 12, 201711:29 am

Schiller admits ‘evil twins’ is a weak point. Face ID works with Apple Pay. Apps work with Face ID that worked with TouchID.

Matthew Panzarino September 12, 201711:29 am

Schiller says that Face ID is 1 in 1,000,000

Matthew Panzarino September 12, 201711:28 am

All of this is done locally on device and stored in secure enclave. None of it is sent to a server.

Brian Heater September 12, 201711:28 am

Matthew Panzarino September 12, 201711:27 am

Apple says that wearing a hat, glasses or new hairstyle will not fool FaceID. And it adapts over time. It can’t be spoofed by a photograph. Schiller says that the team used hollywood mask makers to prevent FaceID from being fooled.

Brian Heater September 12, 201711:27 am

Matthew Panzarino September 12, 201711:26 am

That A11 neural engine features a Dual-core design that performs 600 billion operations per second. 

Matthew Panzarino September 12, 201711:26 am

The A11 Bionic ‘neural engine’, which Apple defines as specialized hardware built for a set of machine learning algorithms. 

Matthew Panzarino September 12, 201711:25 am

Schiller name drops neural networks used to create a mesh of your face to match with the version that you recorded previously. 

Brian Heater September 12, 201711:25 am

Matthew Panzarino September 12, 201711:24 am

Look at your phone to unlock. Enabled by a True Depth camera system. Infrared camera, flood illuminator, dot projector and more are all packed into the top of your iPhone.

Matthew Panzarino September 12, 201711:24 am

Schiller officially introduces Face ID

Matthew Panzarino September 12, 201711:23 am

Schiller is working through the ways iPhones have unlocked, like TouchID.

Matthew Panzarino September 12, 201711:23 am

Now we’re talking about unlocking. 

Matthew Panzarino September 12, 201711:23 am

Side button is now Siri. 

Brian Heater September 12, 201711:22 am

Matthew Panzarino September 12, 201711:22 am

Swipe up from the bottom to go home on the iPhone. Works in any app too.

Brian Heater September 12, 201711:22 am

Brian Heater September 12, 201711:21 am

Matthew Panzarino September 12, 201711:21 am

Tap on the screen to wake up or raise to wake iPhone X

Matthew Panzarino September 12, 201711:21 am

iPhone X has a ‘Super Retina’ display, which supports HDR in Dolby Vision and HDR10 and True Tone. 

Brian Heater September 12, 201711:20 am

Matthew Panzarino September 12, 201711:20 am

2046×1125 resolution. 455 PPI.

Brian Heater September 12, 201711:19 am

Matthew Panzarino September 12, 201711:19 am

It comes in Space Grey and Silver, with a Super Retina display.

Brian Heater September 12, 201711:18 am

Matthew Panzarino September 12, 201711:17 am

Now we’re talking about the next iPhone. iPhone X. 

Brian Heater September 12, 201711:17 am

Matthew Panzarino September 12, 201711:16 am

iPhone 64GB $699, 256GB price? iPhone 8 Plus starts at $799 64GB, 256GB price unknown. September 15th order, 22nd available. iOS 11 Tuesday 19th.

Brian Heater September 12, 201711:14 am

Matthew Panzarino September 12, 201711:14 am

Apple is showing off public places and cars etc with wireless charging built into furniture and consoles. Not just a ‘pad’, Apple is selling a future where charging points are ‘in the world’.

Matthew Panzarino September 12, 201711:13 am

Apple announces wireless charging for iPhone 8

Matthew Panzarino September 12, 201711:12 am

Apple emphasizing that its cameras and A11 processor have been optimized for AR. An advantage over the fragmented Android hardware-scape.

Matthew Panzarino September 12, 201711:11 am

One clever detail, spatial audio with sound occlusion from digital objects in the game. That’s something I’ve been hearing from AR developers a lot. If you want to create a believable world, the signals other than visual are even more important.

Brian Heater September 12, 201711:11 am

Brian Heater September 12, 201711:10 am

Matthew Panzarino September 12, 201711:10 am

The demo is a tabletop game, one of the first major genres of AR gaming.

Matthew Panzarino September 12, 201711:09 am

Now a live demo from Directive Games showing off AR.

Matthew Panzarino September 12, 201711:08 am

A couple of AR examples now. MLB At Bat showing player info, a sky map showing a real time overlay.

Matthew Panzarino September 12, 201711:08 am

Schiller says that the cameras have been calibrated for augmented reality and says the A11 Bionic chip is also optimized for AR.

Brian Heater September 12, 201711:08 am

Brian Heater September 12, 201711:06 am

Brian Heater September 12, 201711:05 am

Matthew Panzarino September 12, 201711:05 am

They’re talking about Portrait mode now. It now uses a depth mode to select kinds of lighting effects. Contour, Studio, etc. Real time analysis of the light on people’s faces. Stage lighting includes dropping the background out completely to black.

Matthew Panzarino September 12, 201711:02 am

New color filters and more too. These are totally new imaging engines from iPhone 7. That typically takes a couple of generations.

Brian Heater September 12, 201711:02 am

Matthew Panzarino September 12, 201711:02 am

iPhone 8 and 8 Plus feature all new sensors. The lenses feature f1.8 and f2.8 apertures (which is brighter than the 7 Plus telephoto) in the iPhone 8 Plus. 

Brian Heater September 12, 201711:01 am

Matthew Panzarino September 12, 201711:01 am

The Apple ISP is one of its secret weapons in photography. If you’ve loved an iPhone picture you’ve ever taken then thank the image processor inside the phone for that result.

Brian Heater September 12, 201711:01 am

Matthew Panzarino September 12, 201711:00 am

New Apple designed ISP, faster low light autofocus, better pixel processor, and first time ever hardware multiband noise reduction.

Matthew Panzarino September 12, 201711:00 am

The iPhone 8 features an A11 Bionic processor. 4.3B transistors, 6 core, two high performance cores, 4 high efficiency cores (70% faster than A10). And a new 30% faster GPU.

Brian Heater September 12, 201711:00 am

Brian Heater September 12, 201710:59 am

Matthew Panzarino September 12, 201710:59 am

25% louder speakers than the iPhone 7. 

Matthew Panzarino September 12, 201710:58 am

Silver, Space Grey and Gold (rose Gold). Apple says there is a deeper strengthening layer in the glass, making it ‘the most durable in a smartphone’. Sealed for water and dust resistance.

Brian Heater September 12, 201710:57 am

Matthew Panzarino September 12, 201710:56 am

iPhone 8

Matthew Panzarino September 12, 201710:56 am

We’re into a video. The phones being shown are clearly updated iPhone 8 with glass backs.

Matthew Panzarino September 12, 201710:56 am

“We have huge iPhone news for you today, and it gets started right now.”

Brian Heater September 12, 201710:56 am

Matthew Panzarino September 12, 201710:55 am

He’s going over various technologies and features that have become iPhone signatures like Retina displays, TouchID, Siri and Facetime. 

Brian Heater September 12, 201710:54 am

Matthew Panzarino September 12, 201710:54 am

Cook is doing a bit of a retrospective on iPhone history.

Matthew Panzarino September 12, 201710:53 am

Now iPhone.

Matthew Panzarino September 12, 201710:53 am

Apple TV4K $179 September 15th order, ships September 22nd.

Matthew Panzarino September 12, 201710:52 am

We’re getting a game demo. The Siri remote is one of the weakest points of the Apple TV and until that gets fixed I’m not sure that they will be able to get this thing off the ground as a console. 

Brian Heater September 12, 201710:51 am

Brian Heater September 12, 201710:49 am

Matthew Panzarino September 12, 201710:48 am

The Live Sports will feature in the TV app with scores and timing overlays.

Brian Heater September 12, 201710:47 am

Matthew Panzarino September 12, 201710:47 am

Tons of local services are getting added to Apple TV, as well as live sports.

Matthew Panzarino September 12, 201710:46 am

Netflix and Amazon 4K titles are coming to Apple TV ‘soon’ as well.

Matthew Panzarino September 12, 201710:46 am

ATV4K: 4K, HDR (H-10 and Dolbyvision), 4K movies are same price as HD. And Apple is automatically upgrading HD movies you own to 4K.

Brian Heater September 12, 201710:46 am

Matthew Panzarino September 12, 201710:45 am

A10X chip in the new ATV4K. 4x GPU performance. 

Matthew Panzarino September 12, 201710:45 am

We got a clip from SpiderMan Homecoming. 

Brian Heater September 12, 201710:45 am

Brian Heater September 12, 201710:43 am

Matthew Panzarino September 12, 201710:43 am

Apple installed a 4K Dolbyvision projector in the theater to demonstrate the new AppleTV 4K

Matthew Panzarino September 12, 201710:42 am

The Apple TV 4K supports both 4K and HDR, which most modern TVs have. HD-10 and DolbyVision supported. 

Brian Heater September 12, 201710:42 am

Matthew Panzarino September 12, 201710:41 am

We’re getting Eddy Cue out to talk about ATV4K. 

Matthew Panzarino September 12, 201710:41 am

Apple TV 4K introduced. 

Brian Heater September 12, 201710:40 am

Matthew Panzarino September 12, 201710:39 am

Now we’re on to Apple TV.

Matthew Panzarino September 12, 201710:39 am

Apple Watch spot focuses on hands free, phone free Music listening with a skater.

Brian Heater September 12, 201710:38 am

Matthew Panzarino September 12, 201710:37 am

Apple Watch Series 3 cellular: 9 countries and 14 carriers at launch will support it. Introductory offers initially. 26 countries without cellular. Orders September 15th and available September 22nd.

Brian Heater September 12, 201710:37 am

Matthew Panzarino September 12, 201710:37 am

Apple Watch Series 3 is $399, $329 without cellular. Series 2 now $249.

Brian Heater September 12, 201710:36 am

Matthew Panzarino September 12, 201710:36 am

Looks like the white ceramic makes a return as well.

Brian Heater September 12, 201710:36 am

Matthew Panzarino September 12, 201710:36 am

Dark Grey ceramic watch introduced as well. 

Brian Heater September 12, 201710:36 am

Matthew Panzarino September 12, 201710:35 am

Band officianados: New Sport Loop woven band.

Matthew Panzarino September 12, 201710:35 am

Jeff is now talking about how impressive it is that we can hear her at all given that it’s coming from the tiny mic on the Watch and streaming over cellular. 

Brian Heater September 12, 201710:34 am

Matthew Panzarino September 12, 201710:34 am

Dierdre, an Apple Watch team member, is now doing a call on Apple Watch with Jeff. We’re shown a live video shot of her on a paddleboard as she talks.

Brian Heater September 12, 201710:33 am

Matthew Panzarino September 12, 201710:33 am

The electronic SIM is interesting as hell too because I’m sure Apple hates having to include standard SIM cards in the iPhone. One day it will surely have the same.

Matthew Panzarino September 12, 201710:32 am

That’s fairly impressive because most devices use off the shelf wireless parts.

Brian Heater September 12, 201710:32 am

Matthew Panzarino September 12, 201710:32 am

The Apple Watch 3’s display is the cellular antenna. There’s an electronic SIM integrated directly into the Watch. Same size case.

Matthew Panzarino September 12, 201710:31 am

Siri talks on the Apple Watch now, not just text. This is enabled by a new Dual-core processor that has 70% more power. The wireless W2 chip uses 40% less power. There’s a barometric altimeter built in for stair climbs and snow activities. 

Brian Heater September 12, 201710:31 am

Matthew Panzarino September 12, 201710:30 am

Siri and Apple Music are, by far, the biggest motivators for this move by Apple. It was a huge ask from the exact runners and active folks that Apple is courting with the Watch.

Brian Heater September 12, 201710:29 am

Matthew Panzarino September 12, 201710:29 am

Same number as your iPhone. Location will switch over to your watch automatically. Next month, Apple Music comes to Apple Watch, allowing you to stream directly.

Brian Heater September 12, 201710:28 am

Matthew Panzarino September 12, 201710:28 am

Apple Watch Series 3 with cellular connectivity built in. Demonstrated in the splash video with a surfer.

Brian Heater September 12, 201710:28 am

Matthew Panzarino September 12, 201710:27 am

We’re watching a video about the new Apple Watch generation right now. Red crown is featured prominently in a slick surfing video. 

Brian Heater September 12, 201710:26 am

Matthew Panzarino September 12, 201710:26 am

Apple Heart Study is announced. Data from Apple Watch will analyze situations like arrhythmia. You’ll be able to participate in the study with Stanford by downloading an app from the App Store.

Brian Heater September 12, 201710:25 am

Matthew Panzarino September 12, 201710:25 am

Heart Rythm is also now being measured by Apple Watch. This can watch out for arrhythmia situations like afib.

Matthew Panzarino September 12, 201710:25 am

The Watch communicating with exercise machines, for instance. There is also new heart rate sampling which provides a better resting heart rate measurement. Apple Watch will now notify you if you have an elevated heart rate but don’t appear to be active.

Matthew Panzarino September 12, 201710:23 am

Apple is leaning hard into health now with the Apple Watch, which was the strongest pillar out of its scattershot first approach.

Brian Heater September 12, 201710:23 am

Matthew Panzarino September 12, 201710:23 am

Jeff Williams is out now to talk about Apple Watch updates.

Matthew Panzarino September 12, 201710:22 am

People talking about the watch saving their lives and making them feel better and more healthy.

Brian Heater September 12, 201710:21 am

Matthew Panzarino September 12, 201710:20 am

The examples are focused on health and fitness.

Matthew Panzarino September 12, 201710:20 am

He says ‘number one watch’ but the list is all brands. The animation showed Apple eclipsing Rolex for the top slot. Now we’re seeing a video of people talking about how people from various walks of life and age are using the Apple Watch.

Brian Heater September 12, 201710:19 am

Brian Heater September 12, 201710:19 am

Matthew Panzarino September 12, 201710:18 am

Cook says that Apple Watch is the number one watch brand in the world. 

Matthew Panzarino September 12, 201710:18 am

Apple Watch with 50% y/y growth

Brian Heater September 12, 201710:18 am

Matthew Panzarino September 12, 201710:17 am

We begin now, with Apple Watch

Brian Heater September 12, 201710:17 am

Matthew Panzarino September 12, 201710:17 am

The Chicago project is a part of the city’s plan to revitalize the waterfront.

Matthew Panzarino September 12, 201710:16 am

Ahrendts also assures the audience that the 5th Ave Cube will return. Also news: Apple Michigan Ave will open October 20th in Chicago.

Brian Heater September 12, 201710:16 am

Brian Heater September 12, 201710:15 am

Matthew Panzarino September 12, 201710:14 am

Today at Apple is the umbrella for all of these programs with in house Apple Pros and local artists etc. This position was created to be the ‘liberal arts’ version of the Apple Genius.

Matthew Panzarino September 12, 201710:13 am

Ahrendts is talking about new Apple Store features like photo walks, Playgrounds tutorials and events for teachers. 

Brian Heater September 12, 201710:12 am

Brian Heater September 12, 201710:11 am

Matthew Panzarino September 12, 201710:10 am

The Apple Park team also designs the larger Apple Stores (now called Apple town Squares). 

Brian Heater September 12, 201710:10 am

Matthew Panzarino September 12, 201710:10 am

Angela Ahrendts out now to talk about Apple Retail

Matthew Panzarino September 12, 201710:09 am

Apple’s Visitor’s Center features a scale model of Apple Park that has an augmented reality experience to go with it that shows facts and figures.

Brian Heater September 12, 201710:08 am

Matthew Panzarino September 12, 201710:08 am

There is a sign interpreter working at the side of the theater, translating all of this for deaf attendees.

Matthew Panzarino September 12, 201710:07 am

Cook talking about the headquarters now, today is the official opening of The Steve Jobs theater.

Brian Heater September 12, 201710:07 am

Matthew Panzarino September 12, 201710:07 am

Cook now talking about Texas, Florida and the Caribbean RE the hurricanes. He mentions Hand in Hand and the Red Cross. Apple is making direct contributions and making it easy to donate in iTunes and Apple Music. 

Brian Heater September 12, 201710:06 am

Matthew Panzarino September 12, 201710:05 am

“Today and always, we honor him.” – Tim Cook on Steve Jobs 

Matthew Panzarino September 12, 201710:05 am

Cook is now putting the frame around the new headquarters, talking about the way that the surroundings you work in influence your work.

Brian Heater September 12, 201710:05 am

Matthew Panzarino September 12, 201710:04 am

Cook says Steve’s genius was unlocking the talent of people he worked with.

Matthew Panzarino September 12, 201710:04 am

Cook is now talking about Steve. Dedicating the theater to Steve ‘because we loved him and because he loved days like this’.

Brian Heater September 12, 201710:02 am

Matthew Panzarino September 12, 201710:02 am

Tim Cook is out now. “I love hearing his voice…it was only fitting that Steve should open his theater.”

Matthew Panzarino September 12, 201710:02 am

There was a short two minute video that featured a title card and Steve Jobs’ voice talking about creating things that affect millions of lives.

Matthew Panzarino September 12, 201710:00 am

Here we go. Lights are down, announcements are being made. We’re being asked to close our laptops.

Matthew Panzarino September 12, 20179:59 am

woot woot Sarah P.

Brian Heater September 12, 20179:59 am

Also, special nod to Sarah P, who survived Irma. 

Matthew Panzarino September 12, 20179:59 am

I got a better offer.

Brian Heater September 12, 20179:58 am

I saved you a seat. :(

Matthew Panzarino September 12, 20179:58 am

Brian and I are not sitting together, so we are going to use this public forum with millions of people watching to perform routine team communications.

Brian Heater September 12, 20179:58 am

Hey, remember when the Beatles and Apple were bitter enemies? Now it’s “All You Need is Love” on the PA. 

Matthew Panzarino September 12, 20179:57 am

Hahaha, nice Brian

Brian Heater September 12, 20179:56 am

I heard one lucky child will walk away with the key today the spaceship today, assuming everyone doesn’t fall into a chocolate river.

Matthew Panzarino September 12, 20179:55 am

The WiFi is holding strong so far. An Apple person said to me on the way in: “It’s a lot easier to make this stuff work if you build it all yourself”

Brian Heater September 12, 20179:54 am

Matthew Panzarino September 12, 20179:53 am

This is the only place I listen to Coldplay. I like to save myself.

Brian Heater September 12, 20179:52 am

Coldplay song number two just started, for those along playing at home.

Matthew Panzarino September 12, 20179:52 am

Bob Dylan and the original color iMac songs are playing over the radio. Nice nostalgic touches. 

Matthew Panzarino September 12, 20179:51 am

Director J.J. Abrams is in attendance, as is Laurene Powell-Jobs.

Matthew Panzarino September 12, 20179:51 am

I’m joking about the seat porn, but not really.

Matthew Panzarino September 12, 20179:51 am

The leather has that new car smell. And indeed they look and feel like car bench seats in this configuration. 

Matthew Panzarino September 12, 20179:50 am

Sitting next to me is Daring Fireball’s John Gruber. We’re in the lower section of the theater which features more bench like seating with comfortable pull down arm wrests. The seats in this joint were said to cost somewhere around $14,000 a piece counting costs of all research and development. They feel like it. My buttocks are cupped by their supple flesh. 

Brian Heater September 12, 20179:49 am

Matthew Panzarino September 12, 20179:49 am

I’m also not going to transcribe what’s being said, you can watch the live stream for that. Instead I view my job as being your guide to the context surrounding what’s being said. I’ll take what happens and put it into some kind of context that hopefully will help you get a better picture in the long run. This is your director’s commentary, welcome.

Matthew Panzarino September 12, 20179:48 am

Just to address it at the top, I’m not going to be doing much of this ‘as leaked’ or ‘as we know’ stuff because everyone knows about the leaks that cares to know. Going to just hit this one straight with some pithy analysis for you. 

Matthew Panzarino September 12, 20179:47 am

We’re here in the Steve Jobs Theater waiting for the show to start. Jony Ive is here and so is every major Apple department head. Gonna be a big show. 

Matthew Panzarino September 12, 20179:46 am

It’s friend of TechCrunch Steven Aquino!

Brian Heater September 12, 20179:35 am

Brian Heater September 12, 20179:35 am

Brian Heater September 12, 20179:34 am

Brian Heater September 12, 20178:52 am

We’re in a holding area up top. They started with some nice gentle music — some Spanish guitar. Things has gotten decided more…intense. The current selection has a real Hans Zimmer vibe.

Brian Heater September 12, 20178:51 am

Are here be the stairs into the belly of the beast

Brian Heater September 12, 20178:51 am

Brian Heater September 12, 20178:44 am

Oh look, a familiar, friendly face. 

Brian Heater September 12, 20178:44 am

Brian Heater September 12, 20178:44 am

Here’s Steve Jobs Theater. It’s got a definite Apple Store vibe, but a bit more placid. A calm before the storm. 

Brian Heater September 12, 20178:43 am

Brian Heater September 12, 20178:42 am

Ladies and gentlemen, the eagle has landed. It’s like we’re in some alternative dimension where the whole world is an Apple Store.

Brian Heater September 12, 20178:42 am

Brian Heater September 11, 201710:26 pm

This is always a big event for Apple, and the symbolic importance of the iPhone’s tenth anniversary will no doubt only compound that. If the leaks so far are any indication, there’s going to be a LOT of ground to cover, as Apple maps out the rest of its year and plants the seeds for what’s to come. And, of course, the company will finally reveal its big new campus to the outside world. 

Reminder, things kick off at 10 AM Pacific (12PM Central, 1PM Eastern, 6PM in London, and 1AM on the 13th over in Beijing).