MacDailyNews presents live coverage of Apple’s September 7th special event

Apple CEO Tim Cook and a team of Apple executives will be holding their September 7th special event at 10am PDT / 1pm EDT.

The special event will take place at the Bill Graham Civic Auditorium in San Francisco, California.

It is widely expected that Apple today will unveil the new flagship 5.5-inch iPhone 7 Plus and the smaller 4.7-inch iPhone 7 along with the next-gen Apple Watch. Mac updates may also be announced (although could be limited to press release only).

Apple’s special event will be webcast live by Apple here.

MacDailyNews will offer live notes during Tim Cook and company’s special event presentation right here on this page. So, just open both the webcast and this page so you can watch and comment live!

Apple’s September 7th special event live notes:

• End of event
• Cook introduces live Sia performance featuring Maddie Ziegler
• Cook recaps, thanks Apple employees, asks them to stand

• Apple AirPods available in late October for $159
• Orders start September 9, ship on September 16th – in 28 counties and then, one week later, in 30 more countries
• iPhone Upgrade Program starts at $32/month, includes AppleCare+ – expands to UK and China
• iPhone 6s Plus gets upgraded storage capacities, too
• iPhone 7 Plus starts at $749 (available in 32GB, 128GB, 256GB)
• iPhone 7 starts at $649 (available in 32GB, 128GB, 256GB)

• iPhone 7/Plus video

• iPhone7/Plus – longest battery life ever in an iPhone (2 hours longer in 7 vs. 6s, 1 hour longer in 7 Plus vs. 6s Plus)
• ThisGameStudio demo (Oz Broken Kingdom)
• Apple A10 Fusion is the most powerful chip ever in a smartphone – console-level gaming
• New GPU in A10: 50% faster than A9, 3X faster than A8 (240X faster than original iPhone)
• Apple A10 Fusion – 40% faster than A9, 2X faster processing vs. A8 – four cores, two cores are high-efficiency cores to max. battery life

• Apple Pay coming to Japan in October using FeliCa technology
• Apple Pay – Over 90% of contactless payments made in U.S. are made using Apple Pay

• Beats will have line of wireless headphones using Apple’s W1 chip
• Apple AirPods are small and comfortable
• Tap to talk to Siri
• Apple AirPods deliver a truly magical Apple experience – dual acceleromoters, many more features
• Apple AirPods – put them near your iPhone. Tap “connect.” That’s it. (No pairing, unpairing, etc._
• Apple wants a truly wireless experience. The company has been working toward this for many years
• Up to 5 hours of listening on a single charge – case provides up to 24-hours of listening
• Apple’s wireless AirPods contain the Apple-designed W1 chip – high quality playback while maintaining a constant connection
• Apple AirPods: wireless earphones
• Apple wants to kill the audio cable
• Apple wants to really deliver wireless audio the right way
• Apple has a vision of how audio should work on mobile devices: Wireless
• Gives Apple space where space is at a premium
• Apple has the courage to move on
• 3.5mm headphone jack is over 100 years old
• Lightning to 3.5mm adaptor included in the box with every iPhone 7/Plus
• Apple taking headphones to Lightning – including Lightning earphones in the box
• There are many Lightning-enabled headphones
• There are now over 900 million Lightning-enabled devices
• Audio: Lightning is great for digital audio. Provides power and control

• Instagram demo
• iPhone 7/Plus Retina HD Display: 25% brighter

• For many users, this will be the best camera they’ve ever used
• This is the best camera ever made in any smartphone
• iPhone 7 Plus camera is unparalleled in a smartphone
• iPhone 7 Plus – depth of field – hardware and software working together – a huge breakthrough – simply choose “Portrait” and you see the “depth effect” – generated in realtime, deep-depth preview on your iPhone’s display – comes as free update later this year to all iPhone 7 Plus users

• Software zoom from 2X all the way up to 10X
• iPhone 7 Plus – optical zoom up to 2X
• iPhone 7 Plus – Two (2) 12MP cameras (one wide angle and one telephoto lens)

• 7MP FaceTime HD camera (up from 5MP) with auto image stabilization
• Live Photos are now image stabilized, RAW camera capture API for developers
• iPhone 7 camera: All-new. Optical Image Stabilizer. f/1.8 aperture, six-element lens, 12MP sensor, New True Tone flash with Quad-LED with flicker sensor, Apple-designed image signal processor (“a super computer for photos”), wide-color gamut (for the first time), low-light photography is greatly improved
• iPhone 7 and iPhone 7 Plus are water and dust-resistant IP67 protection standard
• iPhone 7 Home button – completely redesigned – force sensitive, solid state, Apple Taptic Engine (API available to developers)
• iPhone 7 design – beautiful new designed. JET BLACK (high-gloss). Black (matte). Gold. Silver. Rose Gold.
• Phil Schiller takes stage

• iPhone 7 is the most singular, most-evolved representation of this design
• Pristine mirror-like finish – seamless – the glass melds into the casing
• High-gloss black finish
• Jony Ive video shows of the new iPhone 7
• iPhone 7 revealed – the best iPhone that Apple has ever created

• Cook reviews new features in Messages for iOS 10
• Cook reviews HomeKit and the new Home app for home automation made easy (look for accessories with the “Works with Apple HomeKit” label)
• Cook reviews iOS 10 features
• iOS 10: Apple’s biggest iOS release ever
• Apple has sold over 1,000,000,000 iPhones – the best selling product of it’s kind ever
• iPhone: The phone to which all other smartphones are compared

• Pre-order September 9th, on sale the following week; Apple Watch Nike+ available late October
• Apple Watch Series 1 (gets new S2 Sip) starts at $269
• Apple Watch Nike+ starts at $369
• Apple Watch Series 2 starts at $369
• Available in four colors
• With Apple Watch Nike+, users are a part of Nike+ Run Club, “the world’s best running club.”
• Apple Watch Nike+ invites wearers to run
• Apple Watch Nike+ delivers the best – “the best” – running experience available.
• Apple Watch Nike+ is “your perfect running partner.”
• Apple Watch Nike+ – Fitbit is hating life
• Apple Watch Nike+ – specifically for runners
• Apple Watch Series 2 offers something special for runners: NIKE partnership

• Apple Watch Series 2 Hermès models also available
• Apple Watch Series 2 – aluminum, stainless steel, and CERAMIC (4X stronger than stainless steel) – new white Apple Watch
• ViewRanger hiking app GPS demo for Apple Watch Series 2
• Apple Watch Series 2 – GPS starts immediately, route maps, open to developers
• BUILT-IN GPS! Runners, cyclists, hikers, etc. rejoice!
• 2nd-gen display – 2X brighter (1000 nits) – birghtest screen Apple has ever shipped
• Night Sky app (60 frames per second on your wrist)
• Apple S2 system-in-a-package (SiP) – dual core processor that’s up to 50% faster, new GPU up to 2X the performance
• New swimming workouts for Workout app
• Apple Watch Series 2 have been thoroughly tested for water-resistance
• The speaker ejects the water at the end of your workout
• Swim-proof. Can be worn while swimming, surfing, etc. – water resistant to a depth of 50 meters.
• Completely reengineered
• Apple Watch Series 2
• Jeff Williams introduces the next-gen Apple Watch

• This’ll sell more than a few Apple Watches
• Pokémon GO for Apple Watch shipping before the end of the year
• Pokéstops shown on Apple Watch
• Pokémon GO complication available on Apple Watch watch face
• Pokémon GO for Apple Watch gameplay blends gameplay with your daily life
• Pokémon trainers have walked more than 4.6 billion kilometers playing the game
• Pokémon GO has been downloaded more than 500 million times around the world
• Pokémon GO comes to Apple Watch

• watchOS 3 features Instant app launches, Scribble, Dock, Activity sharing, SOS (emergency services), etc.
• watchSO 3 – packed with features
• Jeff Williams takes stage
• Apple Watch is #1 in customer satisfaction
• Apple Watch is #2 behind only Rolex in worldwide watch sales despite only 8 months of sales vs. Rolex’s 12 months of sales in 2015
• Cook takes stage to talk Apple Watch

• Demo of editing Keynote deck live onstage
• iWork: Pages, Keynote, and Numbers – Real-time collaboration (works on Macs, iPad, and iPhones)
• Apple teaching Swift programming language to students via Swift Playground
• Apple donates thousands of Macs, iPad, and Apple TVs top these schools
• This fall, all 114 ConnectED schools that Apple supports will be up and running
• ConnectED teachers and students attending keynote
• Cook has visited several ConnectED schools
• Apple “deeply committed” to ConnectED

• Cook: Apple honored that Mario comes to iOS first
• Super Mario Run – One set price. TBA at later date. Coming for 2016 holidays.
• Phil Schiller loses to Nintendo expert
• New “battle mode” called “Toad Rally” – compete against your friends or against players around the world
• One-handed operation
• Demo of Super Mario Run
• Mario – first on iOS – Super Mario Run (brand new game)
• Creator of Mario, Shigeru Miyamoto, takes stage
• Nintendo comes to iOS
• Mario coming to App Store
• Over 500,000 games in App Store
• World’s more popular gaming devices: iPad and iPhone
• App Store: 2X more global revenue than “closest competitor”
• App Store: 106% growth in app downloads YOY
• App Store: 140 million apps downloaded to date

• Apple Music Festival in London (10th anniversary) begins in just 11 days
• Apple Music has become the premiere service for artists’ exclusives
• Apple Music tweaked in iOS 10
• Apple Music: Over 17 million paid subscribers

• Cook takes stage to applause
• Carpool Karaoke: Sweet Home Alabama (where Tim Cook was born)
• Pharrell joins in backseat
• Carpool Karaoke with Tim Cook: One Republic
• Apple CEO Tim Cook in video on way to keynote with James Corden
• AAPL: $107.34, -$0.36, -0.33% @ 12:57pm EDT

81 Comments

    1. Wow is Apple boring now. Steve Jobs has officially left the building. I like the camera updates and the performance improvements are as always welcomed. But as a 6 Plus owner, I have zero reason to upgrade. My phone has effectively the exact same design as the iPhone 7, same screen, and same software. I have LTE, ApplePay, TouchID, big Retina screen.

      I want fast charging, wireless charging, charging with body movements, OLED screen, small bezels, less physical buttons, non-aluminum body, unbreakable glass…

      And the Apple Watch? Yawn. Same. old but now with a GPS chip and brighter screen. Same tiny size screen. Same 1 day battery life. Same hamstrung software…

        1. Mike:

          Agreed.

          I just went and watched bits of the first iPhone launch with Steve Jobs. Wow. Now that’s innovation and excitement.

          Tim Cook cannot lead Apple other than doing the status quo. Ya, Cook, you have a really good camera in the iPhone and some 1000 enigneers probably assigned to it.

          But nothing is really changing otherwise. Put my iPhone 1 next to my iPhone 6 Plus and turn on the screen. They look basically the same.

          Good old Cook, a man in John Sculley’s clothing.

          And what is with the karaoke… this is all about you I guess Cook, isn’t it. Your gay rights. Political crusades… Meanwhile the products are stale.

      1. I didn’t say I was going to play the game. I just mean, Nintendo admitted to the world, they pulled out a white flag and caved in… But I know some Mario fans and this is a win for them.

          1. Boy do I agree with that. Of course some poor souls have dull wasteful lives anyway and can afford to expend their precious time on Earth playing useless video games. For creative types and many others this waste of time is an anathema. But as always they can do what they like. It’s their life to waste.

  1. Where did they find these people? I feel like I’m at a Toastmaster’s icebreaker. The iWork woman is painful. I can’t watch it. Plus they need to hire more people to clap in the audience. The lackluster applause is embarrassing.

    These people make Elon Musk sound like Martin Luther King, Jr.

    1. > Plus they need to hire more people to clap in the audience

      That’s something Microsoft or Samsung would do.

      To be frank there’s been nothing so far (just starting Apple Watch intro) that’s deserving of the raucous applause of yesteryear’s events.

    1. Agree totally, but this is BIG $$$ for Apple with almost zero extra investment and zero risk.

      Same for Same for SuperMario.

      When both of these useless games go the way of the Dodo, Apple will have more $$$, users and hardware in the wild.

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