Then he jumps on to creative apps such as iMovie and iPhoto. Not really business fodder, unless that's your job or you need to kill time. We like these apps nonetheless.
The big screen presentation behind him states 'Best-selling mobile productivity apps' as Cook talks up the good stuff inside iWork.
Cook's back on stage now so he can turn our attention to the wonders of iWork.
iOS 7 will run on the iPhone 4 and later devices, the iPad 2 and later, the iPad mini and the 5th generation iPod Touch.
Lots of details about iOS 7 and the multitude (200-plus) of new features it will bring. Developers have already got their hands on it and are incredibly excited.
We knew it. It's out on September 18th. IT Pro's source verified this a while back, following some unconfirmed reports.
Now time to talk iOS 7. Craig Federighi, who leads Apple's engineering unit, is on stage. He says the OS "is alive." Not too alive, we hope.
Apple will ship its 700 millionth iOS device next month. That makes it the most popular OS in the world, according to Cook.
He's - in typical Apple style - going to keep us waiting for what we're all here for (details of the new iPhone) but providing an update on some other things first. First up, the iTunes festival, in London. Lady Gaga, Justin Timberlake and Elton John are on the line up. Some 20 million people tried to get tickets.
Tim Cook, Apple's CEO has taken to the stage. Here we go...
Apple's event is widely expected to reveal the new iPhone. But will it be an iPhone 5c, iPhone 5s or iPhone 6?
Last week, the company sent out invitations to a gathering at its headquarters in Cupertino on Tuesday 10 September, starting at 6pm GMT. That's today and just 40 minutes away.
IT Pro will be bringing you all the news as it happens. So stay tuned to this live blog for updates.
This article was originally published on 4/9/13 at 11.37 and updated and turned into a live blog article on 10/9/13 to reflect the Apple announcements as they happened.