Check back at 10AM PT / 1PM ET for all the news as it happens!
We're hanging out inside the venue waiting for things to start. People are — understandably — kind of excited.
Okay — we're in our seats. 'Under My Thumb' by the Rolling Stones is on the sound system.
Okay — we're snuggled in here. Lots of old rock playing.
Sorry we were having some issues with our liveblog, but it should be working now... we hope!
More Stones! 'Jumpin' Jack Flash'
What could the hidden meaning of all this retro rock be?
We also had the 5 minute warning from Apple that the event is set to begin, so hang tight!
You know they're right... Jumpin' Jack Flash IS a gas!
Applause and some hoots for Tim.
"This is my first product launch since being named CEO, I'm sure you didn't know that." Laughs.
"It's a pleasure to host you today. I love Apple, and I consider it the privilege of a lifetime to have worked here for 14 years, and I'm excited about this new role."
"I want to welcome you to the campus. It's like a second home to us. In particular, I want to welcome you to this room. This room has quite a history at Apple."
"Just ten years ago we launched the original iPod here. Just one year ago, we launched the new MacBook Air, which has changed the way people think about notebook computers."
"Today we'll remind you of the uniqueness of this company, as we announce new additions to our mobile OS, applications, services, and hardware."
"It's an extraordinary time to be at Apple."
Tim is talking about how well their stores are doing, particularly the new Chinese stores.
And now we're being treated to a video of how awesome Apple in China is. It does look pretty awesome.
Looks like our liveblog is getting a tiny bit funky. We're working on it!
Seems to be back in action here.
"We now have 357 stores."
"We will continue to invest in more and more stores."
"Now our products are at the core of everything we do."
"I'd like to walk through our product areas and give you an update on all of them."
"First up, MacBooks — you can't talk about Macs without talking about Lion."
"For the first time ever we offered Lion as a digital download only. This is incredible. The results have been staggering. We have downloaded over 6m copies of Lion. This is 80% more than Snow Leopard."
"For another metric, we measure adoption. If you look at Windows 7, it took them about 20 weeks to reach 10% of their base. It took Lion 2 weeks."
"We also announced the new MacBook Air. It's thin and light and beautiful, and wicked fast."
"Our competitors are trying to copy it."