19:28
19:26CraigFederighi is back. Cook probably a bit overwhelmed following the declaration of love. Or maybeFederighi was going to take the stage anyway?
19:25Audience are going wild following the iOS 7 news. Cook: "You're gonna absolutely love iOS 7." Then a developer shouts out "Love you" to Cook who responds by saying "Thank You!"
19:23"Even the simple act of changing your wall paper has a very noticeable effect on the way your iPhone looks and feels across the entire system. Even though iOS 7 is new, it was important to us to make it instantly familiar. We wanted to take an experience people know very well and actually add to it to make it more useful, more enjoyable," Ive adds. "It defines an important new direction and, in many ways, the beginning."
19:22iOS 7 has a whole new palette of colours and new typography, according to Ive.
19:19"The team at Apple has been working incredibly hard on the latest iOS and today it is with great thrill I announce iOS 7. iOS 7 is the biggest change to iOS since the introduction of the iPhone," Cook says before showing a video about the new release.
Cue video. "Design is so much more than just the way something looks," says video voice over, who turns out to be Jonny Ive. "Ultimately, of course, design defines so much of our experience. I think there is a profound and enduring beauty in simplicity, in clarity. It's about bringing order to complexity."
iOS 7 has a whole new structure, Ive adds.
19:17iOS users are most satisfied. "We provide amazing software updates that provides users with incredible new features. And we do this easily," Cook says. More than 90 per cent of iOS users are using the latest version of the OS, he says, before getting a dig at Android. More than one third of Android users are using an OS that was released in 2010, according to Cook. "This isn't just bad for users. This version fragmentation is terrible for developers," Cooks says. "In fact, if you do the maths iOS 6 is the most popular OS and in second place is a version of Android created in 2010."
19:14Cook back on stage to talk iOS. Apple has now sold over 600 million iOS devices. Experian study shows people use iPhone 50 per cent more than Android devices.
19:12He then showcases the way you can edit a document using Windows 8. Didn't see that coming in an Apple keynote. He said you can create a document on your Mac, edit on your PC and present using your iPhone. It's available today.
19:06Roger Rosner, vice president of productivity applications at Apple, up now to talk about iCloud integration with iWork. He unveiled iWork for iCloud which lets you create 'beautiful documents' on either a Mac or a PC, he says. Rosner demos the functionality by editing a Microsoft Word document in Pages. This is definitely of interest to business users, but is it too little, too late?
19:04Back to Tim Cook to talk iCloud. iCloud now has more than 300 million accounts, making it the fastest growing cloud service - it took Facebook five years to get to the same place, says Cook. iCloud has incredible scale, he adds.
18:58First glimpse of next-generation of Mac Pro now. Cue video. Impressive. "Can't innovate anymore, my ass," Schiller asserts to much applause and laughter. The processor, graphics and memory storage are all built around a new, unified thermal core with a new generation Intel Xeon core. The new Mac Pro also boasts double the CPU performance of the previous generation.
Stat overload now. Supports 4k displays. Much, much smaller than the previous generation Mac Pro- 1/8 the size, in fact.
18:55$999 for 128GB for the 11inch. Starts shipping today.
