Live feed provided by ABC NEWS & Apple. Recap provided by CBS NEWS.
2:00 p.m. Live streaming has now concluded. You can take a look at the newly announced devices and watch a replay of the live event here on Apple's website.
1:51 p.m. -- The presentation closes with a quote from Jobs. "I skate to where the puck is going to be, not where it has been."
"That's what the iPhone X is about," says Schiller.
iPhone X price
1:50 p.m. -- The iPhone X will cost $999 for the baseline model, with 64 GB of storage -- about $70 higher than the Galaxy Note 8, its major competitor. A 256 GB model is also available. Preorders start Oct. 27; the phone ships Nov. 3.
1:48 p.m. -- Time for a video recapping the iPhone X features: water resistance, all-glass screen, FaceID. "Now your iPhone recognizes you, even in the dark. This makes your face your secure password," says a male, British-accented voice.
1:45 p.m. -- To deal with the power needs of all these new devices, there's a charging pad that can handle multiple devices -- the Watch, iPhone, and even wireless earbuds. Called AirPower, it will be available in 2018.
1:43 p.m. -- The battery life -- the bane of many an iPhone user. The new battery will last longer, Schiller promises. But there's more.
1:42 p.m. -- To recap, Schiller goes over the iPhone's camera features: a better flash, better low-light performance and stage lighting right out of the box. The selfies, too, will have portrait lighting. "People are going to be blown away with the selfies you can take," he says.
1:40 p.m. -- Federighi records a series of messages, which turn into animated talking animals (a fox, and an alien.) Apple stock is about $1.09 below its Tuesday open. Translation: Wall Street is not impressed.
1:38 p.m. -- Working with Snapchat, Apple has introduced face overlays--similar to Snap filters. Craig Federighi, senior VP of software engineering, demonstrates.
1:32 p.m. -- Now, animated emojis that a user controls with their face: "Animojis." They're available inside Messages.
1:31 p.m. -- FaceID also works with password app 1Password, Apple Pay and any third-party apps that already accept TouchID, Schiller says.
1:30 p.m. -- The chance that a random person shares your TouchID is one in 50,000, Schiller says. For FaceID, it's one in a million.
1:24 p.m. -- Apple's iPhone X unlocks by recognizing your face. There's an infrared camera and about eight other sensors that help with the process, Schiller explains. "Face ID learns your face, even if you change your hairstyle, if you put on glasses, you're wearing a hat. Face ID learns who you are." It only works when your eyes are open, he says.
1:22 p.m. -- There is no home button on the iPhone X; instead, you swipe up to go to the home screen.
Apple's stock, which has been going up through the presentation, drops at this point.
1:20 p.m. -- Here it is: the iPhone X (pronounced "iPhone ten.") It's got a bigger display, 5.8 inches, and a glass front and glass back. It's an edge-to-edge display with a resolution of 458 pixels per inch -- the highest for any iPhone. This "super Retina display" supports HDR.
"The point of it is to enable an entirely new experience," says Phil Schiller, Apple's VP of marketing.
1:18 p.m. -- "Our team has been hard at work for years on something that is important to all of us," Cook says, citing the 10th anniversary of the iPhone. The new product, he says, "will set the path for technology for the next decade."
iPhone 8, iPhone 8 Plus
1:06 p.m. -- Here's another new camera feature, still in beta mode: portrait lighting. With the dual cameras, the iPhone can separate a subject from the background and light the face better. "This is real-time analysis of the light on your subject's face."
1:04 p.m. -- New camera features in the phones: 12 megapixel camera, deeper colors, and an aperture opening that goes down to 2.8 and 1.8. (Lay translation: that's really, really low -- a standard camera lens with that aperture costs thousands.) What that means the camera will be much better in low light, and can take pictures with a shallow depth of field: focus in the foreground and a completely blurry background.
1:01 p.m. -- The iPhone 8 display is 4.7 inches; 5.5 inches on the iPhone 8 Plus, with a Retina HDR display. It's also dust- and water-resistant, which is undoubtedly welcome news to many, many iPhone owners. Also: the glass is "the most durable ever" in any cell phone.
12:58 p.m. -- It's officially named: the iPhone 8 and iPhone 8 Plus. Three colors available: silver, gray and gold.
12:55 p.m. -- Cook is talking about how the first iPhone changed how people interact with technology -- "touching software, instead of buttons."
12:54 p.m. -- "No other device in our lifetimes has had the impact on the world the iPhone has," says Cook. Not many would argue.
Apple TV 4K pricing
12:53 p.m. -- The new Apple TV will start at $179, says Cue -- $50 higher than the current model.
12:49 p.m. -- There's also a new TV app, and it lets viewers stream live sports -- a huge deal for fans. There's even a feature that shows the score and the time remaining in a game, but it can be turned off for those who find it too anxiety-inducing.
Apple TV 4K
12:46 p.m. -- Apple TV will also be faster, with faster picture quality and HDR versions of Hollywood movies. Standard HRD movies bought through iTunes will be upgraded to HRD for free, Cue says.
12:43 p.m. -- Eddy Cue, Apple's senior VP of internet software and services, takes the stage to demonstrate the difference between HDR and 4K television. "HDR delivers the highest-quality image ever," he says.
12:40 p.m. -- With Cook back onstage, we move to Apple TV. Cook talks about how TV has changed through the years. "Now, we are at the next inflection point," he says.
New Apple Watch: Series 3
12:39 p.m. -- Apple Watch preorders start Sept. 15 -- Friday -- and the watch will be available on Sept. 22. With the new series, the price for the series 1 watch drops to $249.
12:34 p.m. -- Apple partners with Hermes for the new watch, which has a variety of color bands, including some metallic options.
12:33 p.m. -- The new Apple Watch is "darn close to magic," Williams says. It's essentially a new phone, it appears: it's got its own SIM card and cell connectivity, and streams music. Williams demonstrates by making a call with his watch to another Apple exec, which she answers through her Watch (while paddle boarding in the middle of a lake).
12:31 p.m. -- Expect a quad core processor in the new Apple Watch, Williams says. Also, Siri will be able to talk, so you can ask it a question and won't need to look at the watch for an answer.
12:30 p.m. -- Apple's new watch will be connected to the cell network without relying on an iPhone, says Williams. When you're away from your phone and have your location turned on, it'll automatically switch to the watch. Will also include Apple Music streaming, he says, eliciting applause.
12:28 p.m. -- As predicted, a new watch OS is coming. Apple Watch OS 4 will be available Sept. 19, says Williams.
12:26 p.m. -- Apple Watch will now alert you when you don't appear to be active and when it's not beating at its normal rhythm, says Jeff Williams, the COO. Also, notes that Apple's heart rate monitor is the most used in the world.
12:23 p.m. -- "Thank you for something that doesn't make me feel old," says an elderly woman's voice in the video.
12:22 p.m. -- The Apple Watch is now the No. 1 watch in the world, Cook says, getting ready to lay out updates. Now here's another video about how people use their Apple Watch. One man has a story of being rushed to the E.R... Another story from a family whose daughter was diagnosed with diabetes; Apple's glucose monitor helps them manage.
12:19 p.m. -- Ahrendts closes with a shoutout to 65,000 Apple retail employees. A reminder of how gigantic this company is. At $835 billion, it's the world's biggest.
12:18 p.m. -- Ahrendts announces Apple's newest flagship store: Chicago's Michigan Ave. In New York, Apple's flagship "cube" will reopen next year, Ahrendts says. The plaza will open up to allow light inside, she says. Apple is also restoring a historic building in Paris, on the Champs-Elysees, and the Carnegie Library in Washington, D.C.
12:13 p.m. -- Some of the new features of Apple stores, per Ahrendts: open gathering places and avenues, dubbed "Apple town squares." The company will also invite creative professionals into its facilities, she says, for something called "Today at Apple."
12:11 p.m. -- Angela Ahrendts, Apple's head of retail, takes the stage to talk about the retail situation. Ahrendts came to the company three years ago after eight years at Burberry, where she worked her way up to CEO.
12:09 p.m. -- Apple will start the process of moving into the new campus later in the year, Cook says. He describes some features of the campus: the facility was designed to be "seamless with nature;" it's powered entirely with renewable energy and has one of the world's biggest solar installations.
12:07 pm. -- Cook takes a minute to remember the people whose lives have been upended by Hurricanes Harvey and Irma, noting Apple is working on recovery efforts with Red Cross. Reminds the audience that they can donate through iTunes or App Store. "However you choose to give, I hope that you open your heart to this important effort."
12:06 p.m. -- Steve Jobs began work on this new campus over a decade ago, Cook says. "Steve's vision and passion live on here at Apple Park, and everywhere in Apple."
12:02 p.m. -- After introductory audio, Tim Cook comes onstage to loud applause, officially welcoming everyone to the Steve Jobs theater.
"Steve means so much to me and to all of us," he says. "There's not a day that goes by I don't think about him."
12:00 p.m. -- The event has begun.