Special Event

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October 22, 2013: 12:26 PM ET

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FORTUNE -- If you don't have access to Apple's (AAPL) live stream, there are any number of live blogs from which to choose, including my colleague JP Mangalindan's.

If you're still here, I'm going to assume you've been to Apple.com, clicked on the October Event 2013 link and are watching the same presentation I am.

The action is scheduled to begin at 10 a.m. Pacific, 1 p.m. Eastern.

- - -

OK. Here we are. Opening music is up to the usual Jobsian standards. Whatever they choose, it's always catchy and new to me.

An ominous silence, then a replay of the WWDC mission statement video. "There are a thousand nos..." etc.

Tim Cook will never be a great public speaker. But he can do nuts and bolts -- quoting positive views, running down the numbers, introducing speakers and videos -- competently.

Nobody does product introduction videos like Apple's. Then again, nobody else draws crowds like that.

Most of the iOS 7 numbers are old. The fact that 64% of the installed base of iOS devices have upgraded as of today is new.

Also new: 1 billion songs listened to on iTunes radio in first month.

Belittling quote about Apple's PC competitors: Now they're trying to turn tablets into notebooks and notebooks into tablets.

What Craig Federighi is doing is a recap of his June OS X Mavericks presentation. The improvements in the Mac OS are all the sustaining kind and mostly under the hood. It's harder and harder to get PC owners to trade up to a new model, and the Mac is no exception.

That iBooks is only now coming to the Mac -- how many years after Amazon released Kindle for the Mac? -- is just embarrassing.

The password management feature could be a godsend. We'll have to see how well it works. You can imagine a day when it migrates  to iOS and gets accessed with Touch ID.

Satellite view is nice, if you live in a big city. What's lacking is subways, bike paths, and, god knows, street views.

He's stretching out the punchline: Mavericks is free and available today.

Works back to iMac 2007 and one-step update from Snow Leopard.

Phil Schiller, as usual, is introducing Mac hardware. "Mind. Blown."

Updates to both MacBook Pros. Lighter. Thinner. Intel Haswell chip (13-inch)  and Crystallwell in 15-inch). Better battery life (up to 9 hour). Faster Wi-Fi. Thunderbolt 2. More sustaining improvements. Not enough to force an upgrade for most Macbook Pro users, I suspect.

  • 13-inch $1,299 is $200 cheaper. Shipping today.
  • 15-inch $1,999 is $200 cheaper. Shipping today.

"Shipping today" is the way Apple likes to introduce products, which raises the question of why Apple previewed the next machine -- the Mac Pro -- in June.

So Schiller is left repeating all the stuff he said nearly four months ago. What we want to know is price and availability.

  • Mac Pro $2,999 for 256 GB due before the end of the year.

The price feels about right. The people who need this machine will pay whatever it takes.

The video of those robots building it is impressive. And helps explain why they can afford to build it in the U.S., not China. There is some human assembly, but not at the scale of a Foxconn factory.

Eddy Cue, who was missing at the iPhone event, is here to do Apps, starting with iLife, now all rewritten for 64 bits on iOS.

Coffee table books, really? Only the front rows -- filled with Apple employees -- could applaud that.

Cue is reading the cue cards unapologetically. Did he miss the rehearsals? And what's going on with the sleeves of his shirt?

Heavy emphasis on how the Mac and iOS versions share features, especially in Garage Band for the Mac, which had fallen far behind the elaborate iOS version that Apple made to show off the iPad.

Cue calls the iWorks updates "the biggest ever." Except for Keynote, these apps badly needed an update.

Apparently "object based" is an Apple buzz word this fall. Also "collaborate."

Free versions of iLife and iWorks for iOS and Mac doesn't leave any price umbrella for Microsoft. Although Google already basically commoditized a lot of this business with Google Docs.

Cook calls it "turning the industry on its ear."

Finally, an hour into the presentation, we get to iPad, which Cook introduces with some classic "claim chowder" quotes.

New number: 170 millionth iPad sold earlier this month.

Pulls out the accolades:  81%/19% usage pie chart (with citing source),

475,000 apps for iPad. Is that new?

Very cool video.

Schiller, the marketing chief for all Apple hardware, is going to do the new iPads as well.

Surprise: The 9.7-inch iPad has a new name: iPad Air.

This kind of re-naming is something Apple doesn't do lightly. In this case it creates an equivalency between the Macbook Air line and the iPad Air line. It's a little weird, because the Macbook Air is the cheaper Macbook and the iPad Air is the more expensive.

As some had predicted, this iPad gets the latest chips -- A7 processor, M7 motion detector -- and is 64-bit, like the iPhone 5S. Did it get also get Touch ID? If so, I didn't hear it.

Keeping the iPad 2 around at $399, new iPad Air at the same $499 as last year's.

Jony Ive explains in video that the A7 chips energy efficiency allowed him to reduce the size of the battery, thus thinner and lighter.

iPad mini, as expected, gets the Retina display. Also A7 processor and the other features introduced in the iPhone 5S.

  • $399 for 16 GB. Available later in November.
  • Old iPad mini: $299.

Tim Cook wrapping up. I'm still trying to understand why the new iPads don't have Touch ID. I would have thought Apple would have wanted to roll that out into every new Apple product.

The pencil joke in the iPad Air ad is going to wear thin fast.

Cook thanks the staff and invites the press to the hands on. And that's a wrap.

Apple's press releases:

  • Apple is live streaming today's event at 1:00 p.m Eastern

    Available for free on any up-to-date Mac, iPhone, iPad or Apple TV.

    FORTUNE -- The announcement just turned up on Apple's (AAPL) home page. The fine print:

    Live Streaming video requires Safari 4 or later on OS X v10.6 or later; Safari on iOS 4.2 or later. Streaming via Apple TV requires second- or third-generation Apple TV with software 5.0.2 or later.

    My San Francisco colleague JP Mangalindan will be live blogging from inside MORE

    - Oct 22, 2013 9:39 AM ET
  • Live from Apple's Town Hall

    Real-time analysis of Apple's September 2013 iPhone event.

    FORTUNE -- Apple's (AAPL) Sept. 10 special event went largely as expected, thanks to weeks of speculation and what turned out to be remarkably accurate leaks.

    The highlights were two new iPhones, the retirement of two old iPhones and prices lowered to zero for software that Apple used to sell.

    The iPhone 5C, which starts at $99 with a two-year contract,
    iPhone 5S, which features a new fingerprint MORE

    - Sep 10, 2013 10:19 AM ET
  • Special Event: What to expect from Apple Inc. on Sept. 10

    New iPhones? New iOS? New deals? Sure. But Wall Street has deeper questions.

    FORTUNE -- To readers paying close attention to press reports, there may not be many surprises Tuesday when Apple (AAPL) hosts its big September three-ring circus for analysts and the media.

    The critics will be unforgiving if the event's tentpole announcements don't include:

    The Phone 5S, a speedier iPhone 5, probably with fingerprint recognition for ID purposes, possibly with near-field MORE

    - Sep 8, 2013 7:28 AM ET
  • Live from Apple's fall product launch

    This is the spot for our live coverage of Apple's (AAPL) Sept. 1 music event.

    In sum, Steve Jobs delivered on most of the rumored new products and services. The headlines:

    A new $99 Apple TV that streams (rather than downloads) $4.99 movie rentals and 99-cent TV rentals from ABC and Fox.
    A new lineup of iPods, chief among them the iPod touch equipped with two cameras, one a front-facing camera that can MORE

    - Sep 1, 2010 2:00 PM ET
  • All eyes on Apple

    Once again, Steve Jobs has managed to stir up a frenzy of anticipation

    For an event that is ostensibly about music and the iPod -- the only part of Apple's (AAPL) expanding product portfolio that is actually shrinking -- the press conference scheduled for 10 a.m. PDT (1 p.m. EDT) Wednesday is getting more than its share of media attention. A Google News search early Wednesday for "Apple event" turned up MORE

    - Sep 1, 2010 8:46 AM ET
  • Bookie puts $99 Apple TV odds at 1 in 3

    Better to put your money on a new iPhone 4, according to Bookmaker.com

    Given that these guys runs an online craps table and are better known for giving odds on NFL games than high-tech product releases, take this with a grain of salt.

    But according to Bookmaker.com, Apple (AAPL) is much more likely to release a new version of the iPhone 4 on Wednesday than it is to announce a new iPod MORE

    - Aug 31, 2010 4:29 PM ET
  • Enter, stage right: Steve Jobs

    Apple has summoned the press to San Francisco for another command performance

    Apple (AAPL) CEO Steve Jobs is scheduled to return to the stage Wednesday for what has become a late-summer classic: Apple's annual music-themed September special event -- its sixth since 2005.

    By tradition, this is when Apple unveils its newest iPods and the latest advances in its iTunes music store, giving customers and retail partners plenty of time to start MORE

    - Aug 31, 2010 7:00 AM ET
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