The big day is finally here. After months of breathless, zealous speculation, Apple is expected to reveal the long-rumored iPad Mini today, in an event beginning at 1 p.m. EST (10 a.m. PST) in San Jose, Calif. For the first time ever, the company will be streaming the keynote online at its website, and on Apple TV. And of course, we'll be keeping track of the announcements and reactions from across the web here. Keep that refresh button primed.
2:14 p.m.: That's all, folks. Thanks for following.
2:13 p.m.: Tim Cook: "We hope you love these products as much as we love creating them."
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2:11 p.m.: Instapaper creator Marco Arment:
"Impressed by the Mini, but a bit disappointed that they weren’t more aggressive on the pricing."
2:09 p.m.: Heartstring-tugging commercial alert: A regular iPad and the iPad Mini are playing Heart and Soul with piano apps. "It's a pretty cute ad," says Ars Technica.
2:07 p.m.: Pricing starts at $329 for the 16 GB WiFi-only. Ships Nov. 2.
2:06 p.m.: Dawww! Tiny smart covers for the 7.9-inch screen. Come on. They're adorable.
2:03 p.m.: All we're waiting on now is the price. "If Apple can hit a killer price point on this, it's game over for smaller tablets on the market," says The Verge.
2:00 p.m.: To wit: The iPad Mini is basically the iPad 2 (specs, innards, display) that's been shrunken down and put through a pretty machine.
1:59 p.m.: Apple concedes: The number one thing people do on their iPads? "Surf the web." Sorry, dedicated apps!
1:57 p.m.: Cabel Maxfield Sasser:
"It's just a big small iPod touch"
1:54 p.m.: The iPad Mini doesn't come with Retina display. Pixel density is the same as the iPad 2.
1:52 p.m.: "This isn't just a shrunken down iPad. There's nothing as amazing as this." It's thinner than a pencil. Light as a pad of paper. Comes in black and white. Very pretty.
1:51 p.m.: "I think you know what this is," said Tim Cook. "This is the iPad Mini."
1:47 p.m.: Tim Cook: "But we're not taking our foot off the gas. We've got some cool stuff to show you." Apple says "cool" in the nerdiest way possible.
1:46 p.m.: Apple's gunning for the classroom. The company's iBook platform is now available for 80 percent of all high school curriculum in the U.S.
1:45 p.m.: Tim Cook: Teachers around the world have found the iPad to be a great education tool.
1:40 p.m.: It's iPad time. Tim Cook: The iPad accounts for 91 percent of all tablet web traffic. Apple's now sold over 100 million of them.
1:39 p.m.: The Verge's Tim Carmody on the iMac's new "Fusion Drive":
"Besides touting super-thinness, this event is also about Apple pissing on the fiery graves of Adobe Flash and optical discs."
1:37 p.m.: iMac starts at $1,299.
1:34 p.m.: TechCrunch columnist MG Siegler:
"I think this new iMac could be considered a weapon. People may cut themselves on it."
1:33 p.m.: The iMac I'm typing on looks too heavy and dumb. (Just kidding. Kind of.)
1:29 p.m.: Jaw just hit the floor. The new iMac is razor-thin. "People are oohing, literally," says The Verge. 5mm thin. Check it out.
1:27 p.m.: There's a new Mac Mini, too. Also shipping today.
1:24 p.m.: Slate's Farhad Manjoo:
"I still think it's incredible that the company that's killing PCs is making the world's best notebooks."
1:23 p.m.: It's touting over 4 million pixels. Weighs just 3.5 pounds. 2 million more pixels than an HD TV. But will it blend?! Addendum: It ships today. Starts at $1,700.
1:19 p.m.: New product! Apple announces a 13-inch MacBook Pro with Retina display. Just 0.75 inches thin.
1:16 p.m.: TIME's Matt Peckham:
"Apple's livestream seems to have been designed by the Apple Maps team."
1:15 p.m.: 15 minutes in! Still no livestream! Look!
1:14 p.m.: (For those unfamiliar with Apple announcements, the first few minutes are always reserved for some horn tootin')
1:12 p.m.: Customers are sending 28,000 iMessages per second. That's alotta emojis.
1:08 p.m.: Apple has 200 million devices running iOS 6. That's huge.
1:06 p.m.: Search Engine Land's Danny Sullivan:
"Little known fact. Everything at the Apple event was oversized to make the iPad Mini look even smaller"
1:04 p.m.: Cook calls the iPhone 5 the "fastest-selling phone in history." There's a video montage. People are crying. Video stream still isn't working. Somewhere, a tech blogger is weeping.
1:01 p.m.: Tim Cook's on stage. It appears the official Apple live stream is lagging behind. Nothing yet.
1:00 p.m.: Harry McCracken at TIME: "I'm making a last moment prediction that pricing will be surprisingly low."
12:51 p.m.: Here are a few other liveblogs worth following (in addition to this one): The Verge, Ars Technica, Gizmodo
12:49 p.m.: What's Apple going to call the thing? The iPad Mini? The iPad Air? Just iPad? Place your bets!
