We're here at Apple- I'm Scott Stein. Rich and Josh are here. We won't be sitting for a while.
Josh Lowensohn, Scott Stein, and Rich Brown will be bringing you live updates from the California Theatre in downtown San Jose, Calif.
Howdy, guys. What can you tell us about the venue, the set dressing, the crowd, etc.?
Big crowd here today. Nothing on stage but two bottles of water and a remote control.
Fun fact: Apple's last time here was to debut the video iPod.
FYI Apple's event is scheduled to begin in about seven minutes (though sometimes there's a brief delay).
Just got the "please switch off your phones" message. Event's a few minutes away.
Now playing "It's time" by the band Imagine Dragons. Indeed.
Hi everyone. So, this theater was a lot harder to file people into.
Tim Cook out, looking happy to be here.
Cook thanking everyone for joining the company. "We have some very fond memories here, and we're going to create a few more today." First up, iPhone.
This space feels a lot more intimate because of the balcony. Bottom aisles closer to stage.
iPhone 5 is off to a "tremendous" start, Cook says.
Cook noting sell out of more than 5 million units. "This was fantastic," Cook says.
Hard to believe that was six weeks ago.
Cook highlighting the retail stores, so we're going to see a video about that.
Showing various cities where it went on sale, including Sydney, Hong Kong, France, NYC.
People in line getting coffees, stores getting ready piling up tons of iPhones, and even swabbing floor units. And looking goofy taking photos of it all with iPads.