The media and consumer giant is hosting its "Hey Siri" event in front of a crowd of 7000 at the Civic Auditorium in San Francisco, with promises of "monster announcements." Let's roll right into it:

10:00 a.m. PST: While most expected the event to be centered around the probable release of the iPhone 6S and 6S-plus, the event began with a wave of updates for the company's newest large product - the Apple Watch. CEO Tim Cook strolled on stage sporting his own, mentioning the company's always high satisfaction rate at "an incredible 97 percent." Cook invites Apple Watch Chief Jeff Williams on stage to discuss the early-stage problems with the product and aims for improvement.

Several of the updates (the time-lapse face, transit directions) were actually introduced at the previous WWDC event, but Williams quickly gets into the new wave of 3rd-party apps, which stack up at around "10,000" with "native app developers." New apps can display video and interface with hardware. As well, more familiar apps are coming, like Facebook Messenger and iTranslate.

10:07 PST: Williams is joined on stage by Dr. Cameron Powell promoting AirStrip, the medical app for the Apple Watch. Powell notes it as a "game-changer for health care," while the audience is provided images of live vital sign displays (via Verge). Wrist authentication allows for users to have more personalized data in real-time. The app also allows for a pregnant mother to track the health of their in-womb infant child, much to the delight of the crowd.

10:12 PST: Moving very quickly, the event shifts to personalized physical items users can have, like the arm band (Verge). Apple unveils its new partnership with high-end fashion retailer Hermes, sporting three different leather band models. As well, the company introduces its aluminum and rose gold aluminum models, and the special (Product)Red model. Prices apparently range wildly from a reasonable $349 USD to upwards of $17,000 for the gold models. OS 2 updates are set to arrive September 16th.

10:17 PST: Moving quickly, again, the event shifts to the iPad. Cook remarks the product as "the ultimate expression of our vision of the future of computing." He boasts that the update is "the biggest news in iPad, since the iPad."

After a roaring and expensive looking promotional video, the company introduces the new iPad Pro. Cook invites Phil Schiller on stage.

Schiller walks on with the mammoth-sized iPad, which he confirms is the "biggest screen on an iOS device, more power and performance than any iOS device." He continues; "Why make a bigger display? It's a magical piece of glass that lets you touch the software. It can do things that a smartphone can't do, because it doesn't have to fit in your pocket, and it can do things a laptop can't do because you can hold it all day."

Apple finally gets into the hardware of the new devices. The iPad Pro is 12.9 inches, has the same width as the Air model, boasts more pixels than the Retina MacBook Pro (5.6m), and is complete with a new third-generation 64-bit A9X chip.

The boasting continues, with Schiller remarking, “Here’s another way to look at it: It’s faster than 80% of the portable PCs that have shipped in the past 12 months.” Which is insane, but also something that's kinda brought up every year here. He continues laying into the new specs, mentioning the 10-hour battery life, 60fps (he called it "buttery smoothness"), and a four-speaker system for better user experience and legitimately squashing my biggest gripe with tablets.

10:28 PST: Apple goes Microsoft! Much to the delight or ire of others, the iPad Pro can feature a physical keyboard, which is pretty much Microsoft's Surface model.

10:30 PST: Even more Microsoft! The iPad Pro brings out a stylus tabbed as the Apple Pencil, which doesn't seem to be sitting well with those following on Twitter. Stylus' were available via 3rd parties, so the tech isn't totally new for designers as far as the iPad comes.

10:34 PST: Microsoft joins the stage! Going full 180 here.

The first full-demo of the day is the surprising inclusion of Microsoft Office, demonstrating the usability of the iPad Pro. I wonder if anyone wanted to boo. Microsoft Corporate VP Kirk Konigsbauer joins the stage to show off the abilities of Excel and Powerpoint. If not for the shock of Microsoft being there, this in itself seems terribly boring.

10:38 PST: Next up, Adobe joins the fray, followed by another medical app 3D4Medical. More practical demonstrations with the latter demonstrating 3D capabilities for doctors and patients.

10:47 PST: iPad Pro demonstrations come to a proud closing, finally unveiling the pricing. The 32GB model will run at $799 USD, while the 128GB and 128GB model with Wi-Fi and mobile capability will run at $949 and $1079 respectively. Apple will debut the Apple Pencil and Smart Keyboard in November (same as the iPad Pro first release), with the Pencil running at $99 and the Keyboard at $169. Seems steep.

10:52 PST: For a much less expensive option, Apple introduces the new iPad Mini 4, which has "the same power as the iPad air" and will run with the same internal processing at $399. The iPad Mini 2 will also officially drop to $269.

10:53 PST: Cook returns to the stage announcing the newest updates to Apple TV, which was rumored to be a big piece in today's event. "I'd like to talk about an even bigger screen," he joyously remarks.

"The television experience has been virtually standing still while innovation in the mobile space has been racing ahead," he says. "Today, we are going to do something about that." He goes on to mention that TV is shifting to streaming, as is obvious, and 60 percent of that happens on Apple products. He calls the future of television to be "apps."

"To deliver on this vision, we need a new foundation for TV, built on powerful hardware, that runs a modern operating system, with a new user experience, great developer tools, and of course an App Store," he continues. The demonstration begins, unveiling a new remote touch pad.

Senior VP of Internet Software and Services Eddie Cue returns to the stage, noting the remaining updates, which include Siri-capability and universal app searching - features that have already been added to many streaming TV services, such as Roku and Amazon. The updated, clean UI leaves the content directly to the user, basically eliminating the necessity of going through a network to find a show. Users can now use the voice control software to indirectly ask to rewind shows by asking questions like "Wait, what did he say?"

Cue remains, sticking with the app features, which will be modeled on Apple TV with the new "tvOS." Developers with Hulu, Ubisoft, Disney, and Activision, according to TechCrunch, have already begun working with the OS. Andy Sum, founder of Australian gaming company Hipster Whale (famous for Crossyroad) joins the stage, confirming the fun-as-hell app will have Apple TV capability.

Demonstrating the game, to the crowd's delight, it announced that games can controlled by multi-player. One player is using their iPhone to control, the other is using the aforementioned new Apple TV remote. Developer Harmonix also joins for a demo of Beat Sports, using the remote as a motion controller. So, the Wii Mote.

11:15 PST: Shifting gears a bit, CEO Michelle Peluso of clothing retailer Gilt joins the stage. She notes, "80 percent of our mobile sales come from Apple devices." The site relies on user's quick impulse buys (sales start at 12 p.m. and 9 p.m. EST every day), so the new feature will have to be very responsive to work. Peluso exits the stage and is quickly replace by MLB, deputing At Bat, which can stream games at the rate of 60fps.

At bat features a litany of features fans of baseball would go nuts for (MLB is usually at the fore-front of tech in regards to North American sports). The app features split-screen game capability, live stat updates, and pop-up options for viewers to constantly check out.

The NHL will introduce its own similar version next year. The MLBMA recently took over the league's digital media practices, which also runs streaming services for ESPN and HBO.

11:22 PST: Apple breaks into its new TV hardware. The new set-up will feature a 64-bit A8 chip, Bluetooth 4.0 capability, an 802.11ac Wi-Fi router with MIMO, and an IR receiver. The remote's Bluetooth function means that users don't have to point directly at the TV for it to respond and runs on a three-month charge. The 32GB version will run at $149 and the 64GB comes in at $199, available later in October.

11:24 PST: Cook returns again, and it's finally time to unveil the newest iPhone. Cook boasts the company's 35 percent overall growth and 75 percent growth in China, and iPhone 6 model is now the most popular model in the company's history. Out comes the new 6S and 6S-Plus.

"The only thing that's changed is everything," Cook says, which means something probably. The new models come in varying color shades with an entirely aluminum back. The front-panel glass is also the "strongest" in the industry, Ion-X - the same glass used for the Apple Watch. The new models biggest feature, however, may be the 3D touch capability and "Peek and Pop," which The Verge jokes as "right-click for your phone." Soft touches do one thing while harder taps can do another.

"You can dip in and out of where you are, without losing sense of your context," Cook notes. Indeed, the incredible sensitivity capabilities give a whole new functionality to the user, capable in iOS 9. Senior VP of Software Engineering Craig Federighi joins the stage for a 3D touch demonstration, including a "emergency selfie" function. As far as the hardware, the new models will feature the A9 chip that comes with 70 percent faster speed and 90 percent faster graphics than the A8. The phone also features an embedded M9 motion coprocessor that is "always on."

11:44 PST: Time for some camera updates. The new 12 megapixel "iSight" has 50 percent more pixels than previous models, despite trailing competitors like Sony by a large measure. Federighi keeps mentioning "deep trench isolation," a new adaptive tech to better capture context, even if the title sounds way too serious. Still, the photo examples are extraordinary.

4K video might be the biggest mark of the event for non-hardware novices. Retina flash and true tone capabilities are here too. Everything is here! Seems to impressive for just a moderate update and not a full-scale model move.

The costs still run with two-year contracts via service providers and still begin at 16GB with no SD card memory expansion capability, but that hasn't made any fraction of a dent in Apple's profits. iPhone 5 models are now free with two-year contracts.

The new 6S and 6S-plus models arrive September 25th and the new iOS 9 update is coming September 16th. The new models will be available in 130 countries for over 400 carries. iCloud storage (the answer to the SD card issue) runs at $.99 USD a month for 50 GB, $2.99 a month for 200GB, and $9.99 a month for 1TB. Cook returns, claiming, "These new iPhones are truly the most advanced iPhones we've ever created."

12:02 PST: Cook recaps the event's announcements, asking those who helped the development of the projects in the crowd to stand to huge applause. Finally, the guest musical artist caps off the event, and it's OneRepublic playing its mega-hit 'Counting Stars' and 'I Lived', dedicated to Cook.

That'll just about wrap things up. Stay with The 405 for all your future Apple updates.