3 pm: The company’s message about Apple Watch is that, basically, it’s groundbreaking. Also: Apple won’t let anyone be unhealthy, as least as far as it can help it.
"[The watch] even reminds you if you’ve been sitting too long – which is about now, probably," Cook said. He appears to be having a lot of fun on-stage, as one might expect when you’re #BreakingTheInternet.
As the Apple Watch is being discussed, watch rumors surrounding its launch get debunked and confirmed in real-time: http://t.co/Mnmd86DBxN— Poynter (@Poynter) March 9, 2015
Cook introduced supermodel and activist Christy Turlington. It’s unclear if she will be the promotional face of Apple Watch, but she was brought on-stage to talk about how the watch helped her with marathon training. (There are already jokes on Twitter about how the watch ran a race).
Kevin Lynch, Apple’s VP of technology, offered a tutorial of the device’s digital touch feature, including receiving a call from his dog’s groomer.
Cook said the battery should last up to 18 hours a day.
iOS 8.2 will have Apple Watch apps and is available today.— USA TODAY (@USATODAY) March 9, 2015
2 pm: "I can’t even feel it!" said Cook, holding out the new, gold, two-pound Macbook. The company is trying to outdo even itself, comparing the display of its new Macbook model against older ones. Time already has an intro to the new, go-everywhere computer.
It is "the world’s most energy-efficient notebook," said Apple SVP of worldwide marketing Philip Schiller, breaking down the features in the newest Macbook such as "all-day battery life" – though it’s really 10 hours for those of you online 24/7.
The main event – the Apple Watch – is up next.
1:40 pm: The medical research portion of the event could end up being a bigger piece of the presentation than expected, with the company leveraging its ability to reach hundreds of millions of people and help them not only diagnose and track their health but involve them in research.
Research kit will be Open Source! #AppleEvent— Ben Nielsen (@halduauthor) March 9, 2015
What’s more, individual iPhone users will have full control over their data, not Apple.
It’s open source, it appears to have good data privacy defaults/controls. This is one of the best things Apple has done.— Dan Palmer (@danpalmer) March 9, 2015
1:20 pm: Apple’s latest must-see event got underway on Monday focused on TV.
CEO Tim Cook introduced his counterpart at HBO, who sent HBO Now hype into overdrive with a teaser for the upcoming Game of Thrones season. It will be available as a standalone service on Apple TV via a partnership between the two companies.
Apple has also sold 700 million iPhones, making it "the top-selling smartphone in the world," according to Cook.