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Apple’s big iPhone 5S event now underway: First up, state of the Apple union

Apple iPhone 5S Event

Apple’s highly anticipated iPhone event is finally underway in Cupertino, California. We’re expecting an action-packed press conference that will include the highly anticipated iPhone 5S and the new lower-cost iPhone 5C, but Apple began today’s show in typical fashion by rattling off some key figures. After discussing Apple’s seventh annual iTunes festival that just kicked off, CEO Tim Cook got the show rolling by discussing Apple’s retail operations. Apple recently opened a small store in Stanford, California and it has already served more than 5 million customers, Cook said. He also noted that Apple will soon ship its 700 millionth iOS device.

Craig Federighi then took the stage to discuss iOS 7, noting that hundreds of millions of people will download Apple’s new platform “virtually overnight.” He ran through some key features of iOS 7 and while most of them have already been revealed, Apple will be adding some new ringtones and system alerts to the platform.

More than 200 new features have been added to iOS 7, which will become available to the public on September 18th. Apple also noted that all five iWork apps are now free with any new iOS device.

Cook continued by noting that in the past, Apple has always lowered the price of old iPhone models when introducing new ones. This year, however, that all changes with the introduction of the iPhone 5C.

Head here for more details on Apple’s brand new iPhone 5C, which will be available in five colors and will start at $99 on contract when becomes available for preorder this Friday, September 13th. Apple’s iPhone 4S will remain available as Apple’s free (on contract) iPhone model.

Apple then went on to unveil the updated iPhone 5S, with a brand new 64-bit A7 processor, an upgraded camera, a dedicated chip to monitor the user’s movements, as well as a new gold color option and a lighter black and slate option. There’s also a new fingerprint scanner called Touch ID embedded in the home button for enhanced security, as we all expected. Everything you need to know about the iPhone 5S can be found here.

The new iPhone 5S will launch on Friday, September 20th.

Follow along with all the news from Apple’s press conference as it breaks right here.

Zach Epstein

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content.

Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment. His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.