Live Coverage of Apple's 2010 Fall Media Event

115006 yerba buena sept 1
Outside Apple's media event in San Francisco (Source: CrunchGear)

Apple today is holding its traditional fall media event where it is expected to introduce several new and updated products and services, with iPods, iTunes, and Apple TV serving as the most frequent topics of rumor and speculation. The event is scheduled to kick off at the Yerba Buena Center for the Arts in San Francisco at 10:00 AM Pacific Time / 1:00 PM Eastern Time, or just about one hour from now.

Just yesterday, Apple announced that it will be offering live video streaming of the event on limited platforms. In addition to Apple's video stream, we will be updating this article with coverage as the media event unfolds. We will also be issuing Twitter updates through our @MacRumorsLive account.

Apple's online stores around the world are currently down in advance of the event.

Recent News and Rumors
- Apple's Media Event on Wednesday - iPod and Apple TV Rumors and Speculation

- Next-Generation iPod Touch to Be 'Slightly Thinner' Than Current Models?
- Apple TV Reported to Retain Name, Updated Products Not Shipping Immediately?
- Apple Set to Debut 99-Cent iTunes TV Show Rentals From Fox and ABC
- Revamped Apple TV to Offer Netflix Streaming?
- Video of Next-Generation iPod Nano Touch Screen Surfaces
- Next-Generation iPod Nano to Maintain Price Range, Ship Later?

Live Updates

- Apple's live feed is now active and available through this link. For users on non-compatible systems, this stream appears to be working well.
- Announcer notes the event will begin in a few minutes and asks attendees to silence electronic devices.

130032 ybca sept 1 stage

- Steve Jobs on stage, points out "partner in crime" Steve Wozniak in the audience. Thanks audience for coming. "Really cool stuff" to show you.
- Apple retail update: Showing off new stores in Paris, Shanghai, Covent Garden (London). Now 300 stores in ten countries with Spain coming soon. Some days see over 1 million visitors to retail stores. 80,000 One to One classes per week. Over half of Mac purchasers in retail stores are new to Mac.
- iOS update: Have now shipped 120 million iOS devices. Activating 230,000 new iOS devices per day. We think some of our friends are counting upgrades in their numbers, but we think strictly new activations is a better metric. Over 6.5 billion app downloads, 200 per second. 250,000 apps in App Store - 25,000 for iPad.
- Introducing iOS 4.1: Fixes bugs (proximity, Bluetooth, iPhone 3G performance), Adds High Dynamic Range (HDR) photos, HD video upload over Wi-Fi, TV show rentals, Game Center
- Showing off HDR photo quality. Both regular and HDR photos saved on device...choose which you prefer. Showing examples of how HDR can pull out details that are typically washed out.
- Game Center: Standalone app, as well as APIs for developers. For multi-player games, allows you to challenge friends. Showing off screenshots.
- Mike Capps of Epic Games on stage to show off Game Center on new iOS RPG game codenamed "Project Sword". Showing off 3D virtual world in high detail. Showing Game Center-mediated multi-player action.
- iOS 4.1 due next week for iPhone and iPod touch
- Sneak peek at iOS 4.2 - "all about iPad". Brings everything to iPad....multitasking, folders, Game Center, HDR photos, wireless printing, AirPlay
- Showing off wireless printing in Pages. "Print Center" app now shows up in multi-tasking tray to manage jobs.
- AirPlay: Formerly known as AirTunes, now allows streaming of audio, video, and photos.
- Demoing iOS 4.2 on iPad with multitasking, folders
- iOS 4.2 set for November release. Free for iPad, iPhone, and iPod touch.
- iPods: "Our entree" for the day. We've sold 275 million iPods. All-new designs for every model of iPod this year. Biggest change ever.
- iPod shuffle: Highlighting history of the device. New model now has buttons, VoiceOver, and playlists, rear clip. 15 hours of music, five different colors, $49 for 2 GB.

132757 multicolor 2010 ipod shuffle

- iPod nano: Multi-touch screen, clip, 46% smaller, 42% lighter, volume buttons, Nike+, pedometer, 24 hours of audio. Now demoing controls.

132609 2010 ipod nano

- iOS-like interface with four icons on home screen, multiple home screens with ability to reorganize icons. Album art, photos, etc. Rotatable home screen using pinch gesture.
- Same colors as shuffle, plus graphite and Product RED. $149 for 8 GB, $179 for 16 GB.
- iPod touch: In the last year, has become most popular iPod. "iPhone without the phone, and the contract". #1 portable game player...outsells Nintendo and Sony combined.
- New iPod touch is even thinner, Retina display, A4 chip, gyroscope, iOS 4.1, front-facing camera with FaceTime, rear-facing camera with HD video recording.
- Can run iMovie on iPod touch, can FaceTime between iPod touches and iPhone 4s.
- Three models: 8 GB $229, 32 GB $299, 64 GB $399

133501 2010 ipod touch

- All iPod models (shuffle, nano, touch) available for pre-order today, shipping next week.
- Now showing new iPod nano and iPod touch ads
- iTunes: 11.7 billion songs downloaded, 450 million TV episodes, 100 million movies, 35 million books, 160 million accounts with credit cards. #1 online media store in the world.
- iTunes 10. With iTunes set to surpass physical CD sales next year, so new icon with no CD.

134026 itunes 10 icon

- New "hybrid" view. With albums of at least five songs, now shows album art right in list view.
- Social features: New feature called Ping. Facebook and Twitter meet iTunes...social network for music. Follow favorite artists and friends, find out what they're listening to and talking about. Customized top-ten songs and albums lists based on the people you follow. Showing off artist page for Lady Gaga with posts, favorite songs, concerts, etc.
- Discussing how to be followed: can allow anyone to follow, can have approved followers, create "circle of friends"...as private or public as you want.
- Demo of Ping

134707 ping demo

- Ping available in iTunes and on iPhone, iPod touch...new button in iTunes Store app.
- iTunes 10 available today...free download at apple.com
- One more thing...no, one more hobby.
- Apple TV: Never been a huge hit, but no one has made a hit in this sector. Users love the Apple TV though, so what have we learned?
- Users want Hollywood movies and TV shows whenever they want them, everything in HD, lower prices, no computer on the TV. Don't want to manage storage or deal with syncing. Want hardware to be silent, cool, and small.
- New Apple TV...one-fourth the size of the previous model. Back has power cord, one HDMI connector, optical audio out, and Ethernet. Wi-Fi 802.11n built-in.

135547 2010 apple tv

- Movies, TV show, and music, all HD when available. All rentals, no purchases, so no storage management. Can stream from computers, no syncing required. Photo slideshows.
- Can rent first-run HD movies for $4.99. Prices drop over time. HD TV show rentals at $0.99...commercial-free. Big step for the studios, so ABC and Fox at first. Rest of them will see the light and follow along.
- Netflix streaming included for subscribers. YouTube integration, including HD content, photos from Flickr, video and photos from MobileMe, stream from Mac or PC.
- Apple TV interface similar to existing, but simplified somewhat.

140121 2010 apple tv ui

- Demoing browsing and rental process...showing off "Iron Man 2".
- TV shows: Can list favorite shows, with icons showing how many unwatched episodes from the current season there are. Showing off "Glee".
- Netflix: Showing Instant Queue..."by far the best implementation of Netflix".
- Demoing streaming photos from a networked Mac.
- AirPlay coming to iOS 4.2 in November. Can stream content from an iOS device to an Apple TV. Demoing streaming Pixar's "Up" from iPad to Apple TV...audio is quickly and easily pushed to the Apple TV.
- New Apple TV priced at $99. Available in 4 weeks, pre-order today.
- Recapping today's topics: iPod shuffle, iPod nano, iPod touch, iTunes 10 with Ping, iOS 4.2, Apple TV
- Talking about philosophy of music focus. A lot of people at Apple love music, and we like to remind ourselves of why we do this. Special guest: Chris Martin of Coldplay. 50 million albums sold, 7 Grammy Awards. On stage to play a song. "We'll keep goin' until you feel like lunch."
- End of event.

Top Stories

lg wing

LG Considering Exit From Smartphone Business, Halts LCD Production for iPhone

Wednesday January 20, 2021 5:38 am PST by
LG is considering exiting the smartphone business entirely amid declining shipments and accrued losses of $4.5 billion over the past five years (via The Korea Herald). LG CEO Kwon Bong-Seok cautioned staff earlier today that the company is re-evaluating its presence in the smartphone industry: Since the competition in the global market for mobile devices is getting fiercer, it is about...
2019 mac pro side and front

Tim Cook Gifted Donald Trump 'First' 2019 Mac Pro

Wednesday January 20, 2021 5:45 pm PST by
Apple CEO Tim Cook gifted former United States President Donald Trump with the first 2019 Mac Pro that came off of the assembly line in Austin, Texas, according to a financial disclosure report that was released today (via The Verge). "Mac Pro Computer, the first created at the Flex Factory in Austin, Texas," reads the entry, which values the machine at $5,999, the base price for a Mac Pro....
Apple VR Feature

Bloomberg: Apple's First AR/VR Headset 'Pricey, Niche Precursor' to More Ambitious AR Glasses and Could Launch Next Year

Thursday January 21, 2021 3:27 am PST by
Apple's first virtual reality headset will be a "pricey, niche precursor" to a more ambitious augmented reality product, according to a new report from Bloomberg's Mark Gurman. As a mostly virtual reality device, it will display an all-encompassing 3-D digital environment for gaming, watching video and communicating. AR functionality, the ability to overlay images and information over a view...
Flat MacBook Air Feature

Bloomberg: Apple Working on 'Thinner and Lighter' High-End MacBook Air With MagSafe, Could Launch in Second Half of 2021

Friday January 22, 2021 3:34 am PST by
Apple is working on a "thinner and lighter" version of the MacBook Air that the company plans to release during the second half of this year at the earliest or in 2022, according to a new report by well-connected Bloomberg journalist Mark Gurman. It will include Apple's MagSafe charging technology and a next-generation version of the company's in-house Mac processors. Apple has discussed...
iOS 15 icon mock banner

iOS 15 Rumored to Drop Support for iPhone 6s and 2016 iPhone SE

Thursday January 21, 2021 11:58 am PST by
Apple's upcoming iOS 15 operating system, which we expect to see unveiled in June, is rumored to be dropping support for a few of Apple's older iPhones. According to French site iPhoneSoft, iOS 15 will not be able to be installed on the iPhone 6s, the iPhone 6s Plus, or the 2016 iPhone SE, all of which have an A9 chip. The iPhone 6s and 6s Plus were introduced in 2015 and are now more...
iphone 12 vs iphone 12 mini

Apple Shifting Some Production From iPhone 12 mini to iPhone 12 Pro to Meet Demand

Wednesday January 20, 2021 8:12 am PST by
Apple has reportedly cut production of the iPhone 12 mini by two million units to create more manufacturing capacity for the iPhone 12 Pro, according to a new Morgan Stanley investment note seen by PED30. Apple is believed to have made the switch for the first quarter of 2021 in an effort to combat continuing lead times for the more popular iPhone 12 Pro. iPhone 12 Pro lead times remain ...
iPhone 13 Notch Feature

iPhone 13 Rumored to Feature Smaller Notch, Pro Model Cameras to Use Larger Image Sensor

Thursday January 21, 2021 1:38 am PST by
Apple's iPhone 13 series will feature a redesigned Face ID system that will allow for a smaller notch at the top of the screen, according to a new report today. The rumor comes via hit-and-miss Taiwanese industry publication DigiTimes, whose supply chain sources also claim that the ultra wide-angle lens in Apple's next-generation iPhones is due for an upgrade. The next-generation iPhones'...
maxresdefault

Video Demos macOS Catalina Running on iPad Pro via x86 Emulation

Thursday January 21, 2021 11:36 am PST by
A video demonstrating macOS Catalina running on a current 2020 iPad Pro has been shared on YouTube, giving us a look at an interesting hack that has a Mac OS up and working on one of Apple's iPads. There's limited information about how the process of getting macOS Catalina on an iPad Pro works, but it uses x86 emulation and was done through the UTM software that allows virtual machines to...
iOS 14

Apple Seeds iOS 14.4 and iPadOS 14.4 Release Candidate to Developers and Public Beta Testers

Thursday January 21, 2021 10:14 am PST by
Apple today seeded the RC version of upcoming iOS 14.4 and iPadOS 14.4 updates to developers for testing purposes, with the new betas coming a week after Apple released the second betas. iOS 14.4 and iPadOS 14.4 can be downloaded through the Apple Developer Center or over the air after the proper profile has been installed on an iPhone or iPad. Paired with the HomePod 14.4 beta that is...
iPhone OIS Feature2

Sensor-Shift Camera Stabilization Rumored to Expand to Entire iPhone 13 Lineup

Wednesday January 20, 2021 7:46 am PST by
The entire iPhone 13 lineup will feature sensor-shift optical image stabilization, compared to only the iPhone 12 Pro Max among current models, according to a brief story preview shared today by Taiwanese publication DigiTimes. "Apple's next-generation iPhones slated for launch in the second half of 2021 will all come with sensor-shift stabilization technology, according to industry...