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Apple's Press Conference: Live Blog

Published: Wednesday, 1 Sep 2010 | 2:20 PM ET

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By: Jon Fortt
Tech Correspondent

1:40 PM/ET: Now on to iTunes...

Apple [AAPL Loading... () ] is about to cross 12 billion songs sold, 450 million TV shows, 160 million credit cards.

1:39 PM/ET: The first ad features the touch nano. It showcases the clippability, wearability of it.

Source: apple.com

The second ad shows the touch doing gaming and FaceTime. It's clear this is what Apple sees as the big selling point here.

1:38 PM/ET: The packaging has changed, too. Very streamlined. Now Jobs is showing ads.

1:37 PM/ET: This is probably the most significant news so far. I mean, definitely. This means the old iPod OS is gone, practically. The nano and touch both run versions of iOS. $229, $299, $399. Shipping next week.

1:34 PM/ET: New iPod touch also has the A4 chip, 3-axis gyroscope, and FaceTime with 2 cameras.

1:33 PM/ET: The new iPod touch has a Retina display.

1:32 PM/ET: Now the iPod touch....

The touch became the most popular iPod in the last year.

1:31 PM/ET: It comes in four colors like the new shuffle, plus two more: graphite and red. A share of profits from the red version will go to charity.

1:30 PM/ET: Jobs mentions "other iOS devices" when referring to this nano, which suggests that the nano is running a verison of iOS. That's really interesting. I wonder if Apple is going to let developers target this device in any way?

1:29 PM/ET: He's playing Ella Fitzgerald. I must say, this touch nano is far different than anything on the market, and Apple [AAPL Loading... () ] has squeezed a lot of functions into this.

1:27 PM/ET: It's a tiny little box. It now has a clip too, like the shuffle. 46 percent smaller, 42 percent lighter weight. FM radio. 24 hour audio playback.

1:25 PM/ET: Now the nano.

It's smaller and better, Jobs says. The clickwheel is gone. Now multi-touch.

Source: apple.com
New price-point for the shuffle.

1:24 PM/ET: The new shuffle is 49 bucks!

1:23 PM/ET: First, the iPod shuffle: people clearly missed the buttons on the shuffle. Smaller than the second generation, but the buttons are back.

1:23 PM/ET: Apple has all new iPods this year for every single model, the biggest change in the lineup ever.

1:22 PM/ET: Now I'd like to get on to the entree, Jobs says. iPods.

....drumroll...

Apple has sold 275 million iPods. Wow!

1:20 PM/ET: In the demo, Jobs is playing a Jack Johnson song on Pandora while multitasking. These are features iOS has had on iPhone for a while. He's demoing folders, too. It's coming in November, Jobs says.

Apple couldn't be happier about iOS development.

1:19 PM/ET: Wireless printing is pretty simple as demonstrated by Jobs.

Now, AirPlay. AirTunes updated.

It will let you stream photos and video from your device, not just music.

1:18 PM/ET: Now, a sneak peek at iOS 4.2. (4.1 won't work with iPad).

Wireless printing will be available in 4.2, which is all about iPad, Jobs says.

1:17 PM/ET: Jobs calls it pretty remarkable, the gaming capability. iOS 4.1 is available next week for free.

1:17 PM/ET: Again, the speed of this gaming experience is impressive, and has this crowd cheering. It's Unreal Technology's Project Sword.

1:16 PM/ET: A game developer is on stage demonstrating online gaming on the iPhone 4. The online connection quality is pretty amazing. Very smooth, not choppy. Often gaming via online connections isn't so great.

1:15 PM/ET: Game Center allows you to find people to compete against in iOS games. That's coming in this release. This could differentiate Apple's devices vs Android [GOOG Loading... () ] because Apple remains much stronger in games. Microsoft [MSFT Loading... () ] will try to challenge that with Windows phone 7 this fall.

1:11 PM/ET: This is interesting because good HDR photos typically require a tripod, and this is a mobile device. Wonder how that will work.

1:10 PM/ET: High dynamic range photos are a feature normally found in semi-pro cameras. It takes three photos and combines them for a higher-contrast image.

1:09 PM/ET: Apps: 200 downloaded per second.

On iOS 4.1, there are bug fixes, high dynamic range photos, HD video upload over wifi and game center.

Source: apple.com
Steve Jobs announcing the opening of a new Apple store in Paris.

1:08 PM/ET: Apple has stores in 10 countries. He points out that some days, more than 1 million people visit Apple stores, which helps explain the broader awareness of Apple's products. Still more than half of Mac buyers at retail are new to the platform.

1:05 PM/ET: Now, Jobs is discussing the London store in Covent Garden, Apple's second largest store in London. Apple now has 300 retail stores.

1:04 PM/ET: Jobs starts with a retail update, including the Paris store. Apple spent 18 months restoring it. Apple also opened a second store in China, which is an important growth market. Jobs calls it a landmark in glass engineering. It's a fantastic location, he says.

1:01 PM/ET: Steve Jobs just introduced Steve Wozniak, calling him his partner in crime.

This is a live blog from the Yerba Buena Center in San Francisco, CA, where Apple's CEO Steve Jobs and his team are readying for what has become an annual fall event – the Apple September briefing.

We’re expecting a music-themed event as the Apple [AAPL Loading... () ] team unveils a myriad of product and technology announcements.