This event has now concluded.
Join us at 18:00 BST for live coverage of Apple's launch event, which is likely to include the release of the 'iPad 5', and the 'iPad mini 2', as well as the possibility of a new, revamped Mac and Macbook Pro.
Will we also be witnesses to the launch of the Apple iWatch? Will the new iPad mini finally include a retina screen? How many times will Tim Cook say "incredible"? Join us tonight to find out.
ITProPortal has covered the upcoming launch since the rumour first began to churn, following it through to its official announcement earlier this month. The Cupertino-based company's tantalising teaser, "We still have a lot to cover" has fuelled all kinds of speculation about what's coming tonight. So what should you expect? Check out our quick guide to start forming the picture.
So grab a comfy chair and some popcorn, and stay with us as the action unfolds.
- 23 October
That's all for today - loads more to come before we start to wind things down at the end of the week. If you're up burning the midnight oil with us in the UK, or are one of our beloved international readers, we've got one final nugget of goodness for you before clocking off. We're pretty sure we're not the only ones wondering - why don't Apple's iPad and iPad mini with Retina feature a fingerprint sensor? For the answer, well...you know what to do by now.
The super svelte iPad Air has got everyone all wobbly in the knees, but despite being thinner, lighter and smaller, it's still not good enough - that's the iPad Air verdict from Apple legend Steve Wozniak, at least. Follow the link to find out why.
Of course, one of the focal points of the new Mac lineup is Apple's latest desktop platform, OS X Mavericks. How do you go about getting your finger-swipes on it? Check out our guide to downloading Mac OS X Mavericks to help you get going - in case you didn't already know, it's FREE!
Apple's refreshed MacBook Pro lineup was one of the quiet heroes from last night's big launch - take a closer look at the new MacBook Pro to learn more about its capabilities.
Is that really the case? Make for our Apple iPad Air vs iPad mini with Retina spec comparison to find out.
We're up and running now and the obvious place to start is with this hands on with Apple iPad Air. The newest member of Apple's full form factor tablet family is "so light, it makes the iPad mini irrelevant."
Apologies for the late start today, folks, but we've a pretty grand ol' excuse - namely, that we've been at Apps World taking in a keynote by none other than Apple legend Steve 'Woz' Wozniak. The Woz was typically outspoken, saying that Apple's iPhone could learn from large-display Android devices like the Galaxy S4 and HTC One. Thoughts on that?
- 22 October
Thanks to all who joined us for today's fruit-themed tablet shindig and we look forward to seeing you again tomorrow!
It's getting late in London, but there's still plenty more to come. Tomorrow, we'll be revealing more details about UK pricing and availability for Apple's new iPads, as well as looking forward to hands-on features and more. In the meantime, get the skinny on Apple's launch of the iPad mini with Retina by following the link.
The view from the hands-on room there. As the grubby journos get their grubby mits on the new tablet fare.
Just as a quick aside. Not that I'm disappointed, because I think it's a bit crass, but the new iPads aren't coming in the chichi champagne gold flavour many tipsters and leak merchants predicted
Tim Cook invites the assembled masses to head for the hands-on - there's no "one more thing" thing tonight, but I have to say that I'm pretty stoked on the new iPads.
Tech journalists like to use the world svelte. The iPad Air is pretty darn svelte.
But first, we're going to see the new iPad Air ad
Tim Cook back to wrap up, we presume?
But no Surface-style keyboard - so that's the letdown I was waiting for. That would have been cool.
There's some snazzy new leather covers, including a new project (RED) edition at $79 (£50)
The full iPad lineup heading into the 2013 holidays - two iPad minis and two full form factor iPads
The standard iPad mini will be price slashed to $299 - £185, or around about £199 in real-time
But yes, it's going to cost you - the iPad mini with Retina will run $399, or £250 - so an early projection of £279. Availability is cited as "later in November"
BOOM! New iPad mini sports a 2,048 x 1,536 pixel RETINA DISPLAY. Well, that's kind of embarrassing, but I'm hyped on that. I really thought Apple was going to be Apple and neglect us
Next - the one we've all been waiting for, the iPad mini 2
Jony Ive getting his standard cameo video slot now
The iPad Air will come in silver/white, or the 'Space Grey' flavour and will cost from $499 - about £310 pounds, but that's likely to be at least £330 and possibly more when it crosses the Atlantic. The iPad Air will start shipping November 1 to a range of countries, including China
More iPad Air specs: 5-megapixel iSight camera, 1080p HD video, 10 hours claimed battery life, expanded LTE support and dual microphones
The iPad Air will be powered by the Apple A7 processor (and M7 co-processor) and its desktop-class 64-bit architecture. The Air will be 8x faster than the original iPad and with GPU performance that's 72x better
Yup, Retina display confirmed (but wouldn't a retrograde have been funny?)
The fifth-generation iPad is 9.7in display (presumably Retina) but with a bezel that's 43 per cent smaller and it's just 7.5mm thin. Throwing a curve ball - it's called the iPad Air and weighs just 453g
Phil's back on stage and, yes, yes here we have it - the new-generation of iPads
Here's the iPad - playing games, DJing, in the hands of enterprise-heads, on a mountain.....
WHAT'S THAT? THE iWATCH?! Oh no, wait, it's another video....
The iPad is the "best tool for the things you do most often"
Just how popular is the iPad? There are 475k iPad-specific apps developers to date
The difference? The iPad has an 81 per cent usage share, versus 19 per cent for all other tablets
Apple has sold 170 million iPads in its three-and-a-half year history. "Even some of the doubters" are now making tablets, the Cookie Monster notes
iPad! Somebody just said iPad! Here we go - one hour and 50 inspirational videos later....
Tim Cook: "When you combine this announcement with the announcement that OS X [Mavericks] is free - we are turning the industry on its ear. But this is not why we're doing it. We're doing it because want our customers to have our latest software and access to the greatest new features."
Tim Cook back on stage stressing that Apple has only just "scratched the surface"
iLife and iWork - both free from today
New collaboration capabilities - you can open iCloud saved docs in iWork now and multiple people can edit, with changes appearing across the board. Collaboration is quite popular these days, isn't it? If productivity was a high school dance, collaboration would definitely be the Prom Queen
There's a new, easy to use share button that enables users to quickly send links via iCloud
Sweet mother of mercy - the live video stream is absolutely AWFUL. That's the last moan about that. Promise.
Below is the new Pages UI
iWork sports a brand new UI and 64-bit support for full compatibility between devices
Moving on - the new iWork (see photo, below)
iLife is available free with NEW Mac/iOS devices
Demoing how Garageband has a sophisticated AI that makes the composition of complex tracks simpler
GarageBand for iOS 7 - a 64-bit device will allow you do up to 32 tracks "on an iPhone or iPad." Uh huh, so the new iPads are rocking that 64-bit architecture
A look at the new iMovie UI, featuring "desktop class effects" also available on iOS
All are built for 64-bit architecture (wait, isn't that what the iPhone 5S is built for, too? Definitely not looking at unifying systems....) and all benefit from iCloud
We're moving on from the Macs to Eddy Cue and apps. We're on the brink of some of the biggest updates ever - new iLife, iMovie, iPhoto, and of course the much talked about new Garageband for Mavericks
No robots were harmed in the making of this PC
And now.....time for another video. This one is an inside look at what it's like to create the Mac Pro, which is assemble in the US. Not Foxconn factories for this badboy...
Availability for the new Mac Pro is set for December
The new Mac Pro will start at $2,999 for a configuration with a 3.7GHz quad-core Zeon processor, 12GB DRAM, 256GB SSD - that's £1,850 so about £2,000?
"Blazing fast and shockingly quiet" was one bit of feedback Apple had re: the Mac Pro.
Some verticals that stand to benefit from the new Mac Pro in particular: video editing (real-time 4K video editing), photography, music production
4K support is a quality selling point, has to be said
Some specs for the new Mac Pro: It comes with Intel Zeon E5 (quad, 6, 8 or 12 core designs), up to 30MB l3 and 40 lanes of PCI Express gen 3, 1866MHz DDR3 ECC, four channel control, AMD FirePro graphics, dual0workstation GPUs, up to 12GB of GDDR5 VRAM and 528GB/s total bandwidth, up to 7 teraflops, flash storage up to 1TB, Thunderbolt 2, and support for up to three 4K displays.
I'll admit, sarcasm aside, that Apple's desktops are absolutely stunning machines
Swiftly forward - the Mac Pro. People have been "blown away" by the incredible design and innovations like the improved cooling system with a unified thermal core at its centre
And of course, the new MacBook Pros both feature that famed Retina display and OS X Mavericks
The new 15in MacBook Pro will start at $1,999, or £1,230 - both of the new MacBook Pro laptops are available today. TODAY.
Moving on to the 15in MacBook Pro, which will feature Intel Crystalwell and improved graphics
The new-gen MacBook Pro will start at $1,299. The direct exchange makes it £800, but it will obviously retail for a fair whack more in the UK
That's 1.56Kg heavy and 18mm thin in proper speak
Better battery life: up to nine hours
So, what does Apple have up its sleeve for the MacBook Pro? The 13in MacBook Pro is now even lighter, under 3.46 pounds in US money. It's also thinner, at .71in and, of course, features Intel's new-gen Haswell processor with Iris graphics
The new MacBooks are the best Apple has ever made. Which sort of makes sense. Not many manufacturers actively make new devices that are worse than their predecessors...
Phil Schiller takes the stage to talk more about the MacBook lineup
Mavericks will come as a single-step update and will be available right back to the 2007 iMac and MacBook Pro - for free, today. FREE.
First actual news of the night - OS Mavericks will be available for free
What's going to be after Mavericks? Big Sur? Gold Coast? Think William Hill has Newquay at 10,000/1....
Showing off the new calendar and OS X Maps apps
Has to be said that Apple's live video stream of tonight's iPad launch is pretty shabby over here in the UK - very clunky.
They're demonstrating OS X Mavericks now - or just read this OS X Mavericks hands on preview
New apps for Mavericks include Maps and iBooks. The fact that Maps is now part of the OS X picture seems to support the suggestion that Apple is gradually looking to conflate its mobile and desktop operating systems into a single, unified platform
New Mavericks features includes Safari shared linked, Notifications, tags, and multiple displays
Mavericks also brings OpenCL to integrated graphics
Mac users love to push their systems to the limits, and Mavericks offers big improvements thanks to compressed memory: Mavericks compresses inactive RAM making space for a new allocation of 6GB data in 4GB RAM
Craig Federighi takes over from Tim Cook to talk about OS X Mavericks
Apple's competition is "confused. They chased after netbooks, now they're trying to make PCs into tablets and tablets into PCs. Who knows what they'll do next. We've got a very clear direction and goal. We believe deeply in this category and we're not slowing down."
Swiftly moving on to the Mac range
"Developers have now earned over $13 billion. It's hard to imagine your life without these phenomenal apps"
In the last month in the US, some one billion songs have been enjoyed via iTunes Radio
iTunes Radio - Justin Timberlake loves it, apparently
200 million devices upgrade to iOS 7 in just five days - the biggest and fastest software update "ever'. Now, 64 per cent of iDevices are running iOS 7
Tim Cook moves on to extolling iOS 7, the tech titan's "boldly redesigned" new mobile OS
"I can speak for everyone in Apple that when we see customer response like this, it makes everything worthwhile"
I remember my first physical iPhone launch - one fanboy got so excited he got hit by a cyclist off of Regent Street
We're getting a chance to see people chewing off each other's feet to get themselves a new iPhone
Yes, another video
"Excitement and energy around the launch was palpable"
He's waxing lyrical about the iPhone 5S and iPhone 5C - by the end of the launch weekend, Apple had sold nine million devices making it the biggest iPhone launch ever
But first.....an update
"Apple creates what we believe are the very best products in the world. You are going to see some amazing products this morning. We are really excited to show them to you."
Tim Cook is on stage now - he liked that video, for some reason
Apple asks itself: "What do we want people to feel?"
And we're live! After much atmosphere building music, Apple is ready to get things under way with a wee video
Personally, I'm going to be massively disappointed if the iPad mini 2 doesn't come rocking a Retina display. That's not to say I think it will, but that's the let down I'm predicting
Tick, tock, tick tock - five minutes to new iPads and who knows what else folks!
They're filing in... That's the view from inside the Yerba Buena Center with less than 10 minutes to go.
Just 15 minutes to go now until things kick off over in California. For a clear idea of what's likely to occur tonight, check out our breakdown of an Apple launch event. We'll see how closely it matches up to reality very shortly
The rumour mill has been grinding merrily away ahead of tonight's big event, but one piece of hardware we're highly unlikely to see is the hotly-tipped Apple iTV.
It's now T-minus one hour until Apple pulls the cloak on its next-generation iPads and, in all likelihood, much more. Any predictions ahead of the big event? Connect with us on social media or share your thoughts via the comment section below.
Three and a half hours remain before those Apple execs take to the stage and present us with the latest installment of the Cupertino giant's product roadmap. With rumours firming up over the past week and speculation becoming a little bit less, well, speculative, we've been compiling the key leaks and stories ahead of tonight's event. Be sure to check it out.