Event attendees wait outside to get in Wednesday morning.
Apple CEO Tim Cook: “It’s an amazing time at Apple.”
Cook: “We sold more iPads than any PC manufacturer sold of their entire PC line. Yes, we are in a post-PC world.”
“I don’t know what these other tablets are doing,” Cook said. “They must be in warehouses or on store shelves or in someone’s bottom drawer.”
As he took the stage to talk iPhone, Phil Schiller admired the glowing Apple logos in front of him.
Schiller: “Today we are going to introduce iPhone 5.”
“It is an absolute jewel,” Schiller said. “It is the most beautiful product we have ever made, bar none.”
The new iPhone's screen is taller with a four-inch screen and a 16:9 aspect ratio.
In the U.S., Sprint, AT&T and Verizon will support faster cellular internet speeds for the iPhone 5 over LTE.
Schiller said the iPhone 5 also packs a new A6 processor with CPU and graphics that are twice as fast.
“The new iPhone lets us take this to a whole new level,” Electronic Arts Studios Executive Producer Rob Murray said.
Schiller also boasted the features of the new iPhone's improved camera.
“The ocean just looks bluer … Kids look happier," Schiller said.
Schiller showed off a 28-megapixel image with the new iPhone camera's built-in panorama mode.
“A lot has changed, and it is time for the connector to evolve," Schiller said.
The new phone connector, Lightning, is 80 percent smaller than its 30-pin predecessor.
There will be an adapter that lets you plug an old cord into iPhone 5.
Scott Forstall then took the stage to demo the new Apple-created Maps application.
iOS 6 drops Google Maps for Apple, but builds in voice-guided turn-by-turn directions (as Android and Windows Phone have offered previously).
Forstall also showed off iOS 6's Passbook, including an ability to show a boarding pass even from behind the lock screen.
Apple's Siri can now find sports scores, launch apps, pull up movie info and ratings, and help users find and book a restaurant.
Other iOS 6 features include Facebook integration and, carrier permitting, the ability to make FaceTime video calls over cellular.
The new iPhone will come in white and black. “They are both stunning,” Schiller said.
Preorders for the new phones start Friday, Sept. 14, with shipment a week later, on Sept. 21, in several countries.
Cook calls iOS 6 and iPhone 5 “the biggest things to happen to iPhone since iPhone.”
Eddy Cue then took the stage to talk about changes to iTunes and iPod.
The iTunes store for iOS has been rebuilt and includes direct sharing to iPhone and Twitter, Cue said.
The new version of iTunes is dramatically simpler and has iCloud built-in, Cue said.