Mobile is the focus of Apple's event today as the speakers discuss iOS 7.
By October, Apple says it will have shipped 700 million iOS devices.
The world's most valuable technology company is calling iOS 7 "a whole new experience" for users. A new interface, new colour palette, and myriad enhanced features such as improved search and Safari make it the biggest mobile software update ever for Apple, according to the company.
Siri is also much better, Apple insists, as well as the camera, and even things like ringtones. In fact, Apple says there are far too many amazing things about iOS 7 to squeeze into the event. "More than 200 new features," notes an executive.
iOS 7 will launch September 18. It will be free, as all software updates have been, and will work for the iPhone 4 and newer, iPad 2 and newer, iPad Mini, and iPod Touch 5th generation.