Hello from 4 Infinite Loop!
They've told us to silence our phones.
Good WiFi and power in here. Off to a good start!
Lots of of familiar Apple executives in the front rows, including Jony Ive and Eddy Cue.
Al Gore (an Apple board member) is also in the second row.
And they are turning down the lights.
Cook says there are some exciting new things today, but wants to update us first on some Apple news.
iTunes Festival is this month. Concerts with some people like Katy Perry, etc.
No, the iPhone isn't free, but the iTunes Festival is!
A video is playing now of the iTunes festival.
The video is what you'd expect. Lots of bands on stage and screaming fans.
Big applause for the iTunes festival.
Now for the usual retail updates. New store in Stanford.
Cook encourages us all to drop by after the event today.
"We have been hard at work at completing iOS 7."
iOS 7 will quickly become the world's most popular operating system.
Craig Federighi, Apple's senior vice president of Software Engineering, is up to talk about iOS 7.
Craig is going through the iOS 7 features. New lock screen and homescreen.
Showing Control Center, which you can get to from any screen from swiping from the bottom of the screen. It has easy access to settings, like WiFi.
I happen to think Control Center is the best part of iOS 7. Much needed.
Safari for iOS 7 demo now. New tab layout and new animations.
Siri updates include a new male voice, Wikipedia searches
New system alert sounds too.
There is also a new camera app with built-in photo filters.
New photo organization tools too. You can group by year or by location.
Now to the new Music app -- iTunes Radio comes along with iOS 7.
Over 200 new features in iOS 7.
New apps have been made for iOS 7: Evernote, Zillow, etc.