"Good morning! It's great to see everyone. Thank you very much for joining us."
So finally the event has begun.
"A special welcome goes out to those joining us from Beijing, Berlin and Tokyo this morning."
Call out to Beijing and Tokyo.
Apple TV, nope... though a guy can dream. Maybe a special event later in the year for that.
"I've got some updates on some exciting things happening around the company this month in September."
Tim's talking about the iTunes Festival. "Celebrating our passion for music." He says this is the best year yet.
30 nights of live performances in London, including Elton John, Jack Johnson, Justin Timberlake, and Robin Thicke.
Lady Gaga apparently performed her full album, for those who are in to that sort of thing.
Oops, looks like the event is started! Alice is live on the floor and will be reporting the news as it happens! Enjoy the show, everyone.
Starting with some company updates: Seventh annual iTunes festival began earlier this month. 30 nights of live performances in London. "It's really some incredible headlines" with Lady Gaga performing her full-length album before release.
"Despite it being the hottest ticket in London, we don't charge anything to get in."
So, the iTunes festival leads off discussions. Showing London venue for iTunes concerts. Reminds me of all the free preview album streams this past year.
That got an audible "wow" from the audience. 20 million people tried to get tickets!
"It's like an opening weekend for a product!" says Tim.
Since not everyone can get in, it'll be live-streamed to 100+ countries. "Many" will be on-demand.
Talking up how the live-streaming is going out to 100 countries. And the on-demand element via app.
There's an iOS app, too, for iPhone and iPad. Apple TV, too.
iTunes festival livestreamed to iPads, iPhones, Apple TV, and Macs in more than 100 countries. Cue the video!
"The enthusiasm and excitement around the festival is just incredible."
Here comes the first video. Concerts, versus last year's Apple store openings splash reel.
Oh I do love a good Apple promo video.
Behind the scenes assembly, light-hanging, crowds waiting
Lots of purple lighting at these venues. Maybe an Elton John thing?
Nope, apparently a Lady Gaga thing.
I have not been to a concert in a long time.
The Many Costumes of Gaga
Getting lots of clips of Ms. Gaga doing her thing on the stage, lots of people cheering, and people cheering here in Cupertino too!
Tim's back. "It's a month of incredible music and I really encourage you to catch a couple concerts."
Are you interested more in the first generation of the rumoured lower-priced #Apple #iPhone than the next generation of the existing iPhones?
Okay, time to start the retail discussion.