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Updated at 3:04pm iPhone 6s and 6s Plus launch on September 25th — starting at $199 with two-year contract.

Updated at 2:28pm The iPhone 6s and iPhone 6s Plus are coming this year.

Updated at 2:26pm Apple TV launches in October. $149 for 32GB, $199 for 64GB.

Updated at 2:00pm New Apple TV hardware with third-party apps, Siri support, and a touchpad.

Updated at 1:51pm iPad Pro starts at $799, the Apple Pencil stylus costs $99, and the Smart Keyboard costs $169.

Updated at 1:22pm The 12.9-inch iPad Pro is confirmed. It’s bigger, better, and pricier!

Updated at 1:02pm Here we go, everybody! The event is starting. Let’s rock and roll.

Apple’s big September event is scheduled for later today, and we’re anticipating some major announcements. If the rumors are to be believed, the iPhone 6s, the 12.9-inch iPad Pro, and the next-gen Apple TV are all going to be announced in San Fransisco. We’ll be covering the event live, so check back here at 1pm ET (10am PT), and follow along as Tim Cook and company unveil Apple’s holiday line-up.

Updated live blog

Updated at 3:07pm Closing out with a musical performance from One Republic. That’s it, everybody!

Updated at 3:04pm iOS 9 launches on September 16th.

Updated at 3:03pm Pre-order on September 12th, launches on September 25th.

Updated at 3:01pm Same prices and storage as last year. Still at 16GB for the low-end model. Booooooo!

Updated at 2:59pm New Android app that helps you transfer data from your old Android phone to your iPhone.

Updated at 2:58pm More LTE bands. Better WiFi.

Updated at 2:57pm Third-part devs can use live photos as well.

Updated at 2:55pm “Live Photos” automatically take a short bit of video every time you take a photo.

Updated at 2:53pm The front flash is just using the screen.

Updated at 2:51pm 4K video confirmed.

Updated at 2:46pm 12 megapixel upgrade. Looks good.

Updated at 2:44pm The M9 motion co-processor is now built into the A9 SoC.

Updated at 2:43pm Demoing 3D Touch in a gaming context.

Updated at 2:41pm The A9 SoC is 70% faster for CPU tasks, 90% faster for GPU tasks.

Updated at 2:39pm Craig Federighi is such a pro.

Updated at 2:36pm Demo time for 3D Touch.

Updated at 2:32pm “3D Touch” coming to the new iPhones. It’s just force touch. It’s about shortcuts and easy manipulation. It seems cool, but not exactly revolutionary.

Updated at 2:28pm iPhone 6s and 6s Plus confirmed. 7000 series aluminum. Adding rose gold as a color option.

Updated at 2:25pm Launches in late October starting at $149. tvOS beta launches today for devs.

Updated at 2:23pm Remote is Bluetooth — not line of site. Lasts for three months at shot, and charges over Lighting.

Updated at 2:22pm NHL is also coming to the new Apple TV in 2016.

Updated at 2:21pm MLB app demo. 60fps footage, and dynamic stat data. Definitely a smart investment for baseball nerds.

Updated at 2:18pm Gilt demo. Third woman! Apple is learning — slowly, but surely.

Updated at 2:15pm Harmonix is demoing what seems to be a rhythm minigame collection.

Updated at 2:11pm Crossy Road is being demoed. This is a casual game box. Cool, but Sony and Microsoft don’t have anything to worry about just yet. This isn’t going to be running Witcher 3 or Metal Gear Solid V

Updated at 2:09pm tvOS is based on iOS. Disney Infinity and Guitar Hero coming to Apple TV. It has game support, but this isn’t a sincere attack on the PS4 and Xbox One.

Updated at 2:08pm Apple’s apps are all getting a fresh coat of paint, and Apple Music is now available on the Apple TV.

Updated at 2:06pm Context-aware filtering with Siri. Seems nice as along as it actually works in a normal environment.

Updated at 2:04pm The natural language support seems pretty solid.

Updated at 2:02pm Another woman on stage! Demoing the new Apple TV.

Updated at 1:59pm New box, new remote. Has a touchpad and a Siri button.

Updated at 1:58pm New Apple TV confirmed to have Siri support.

Updated at 1:56pm Apps on the Apple TV.

Updated at 1:55pm Apple TV update time.

Updated at 1:54pm iPad Mini 4 is the only other new iPad. It’s the guts of an iPad Air 2 — shrunk down.

1:50pm $99 for the Apple Pencil. $169 for the keyboard cover.

1:49pm Starts at $799, available in November.

1:36pm Hey! Finally a woman on the stage. 3D4Medical demo on the iPad Pro.

1:42pm New Photoshop app for the iPad Pro.

1:40pm Adobe is showing off layout tools. As someone with a graphic design background, this seems pretty darn cool.

1:36pm Demo time for the iPad Pro — starting with Microsoft.

1:33pm The Apple Pencil lets it measure tilt and force. Definitely for artists using the iPad Pro — not typical users. It’s an active stylus, and can be recharged by plugging into the iPad Pro.

1:31pm Apple Pencil. It’s a stylus. “Innovation.”

1:30pm iPad Pro has an optional keyboard cover. Connects over a new “smart connector.”

1:29pm Weighs in at 1.57 pounds. About the same as an original iPad

1:28pm 10 hours of battery life. Quad speakers. Dynamic screen refresh rate.

1:26pm The iPad Pro has a new SoC. The A9x SoC has a 1.8x faster CPU, 2x faster GPU.

1:23pm 12.9-inch confirmed. 2732×2048 display is there as well.

1:21pm iPad Pro is confirmed.

1:18pm watchOS 2 launches September 16th. New colors and bands available today.

1:17pm New colors and bands. Rose gold, product red, and more. This is just a style update — not a functionality change. Relax, early adopters.

1:09pm AirStrip is an app for doctors on your watch. I mean, it’s cool that there are plenty of niche apps, but it’s a weird thing to demo to the press.

1:08pm Demoing third-party apps. Facebook messenger will be a dedicated watch app. GoPro app lets you control your camera from your wrist.

1:06pm Talking about watchOS 2 now. Third-party complications — we already know about this stuff.

1:04pm Cook is talking up how great the Apple Watch is.

1:03pm Tim Cook is on stage.

12:45pm Press is in the auditorium.

12:35pm Press is hanging out. The event starts soonish.

What to expect today

The iPhone is still Apple’s flagship product line, so the iPhone 6s and 6s Plus have seen the majority of the rumor coverage. A thicker chassis, Force Touch, an A9 SoC, a 12 megapixel rear-facing camera, and a front-facing flash (for selfie-taking purposes) are the most common rumors this time around. None of those are particularly shocking or exciting, but that clearly fits Apple’s modus operandi. We’ll likely have to wait for the iPhone 7 before we see anything particularly surprising.

As for the iPad, a 12.9-inch model might show up at today’s event. It’s supposed to feature force touch, native stylus support, and a resolution of 2048×2732. By all accounts, this “iPad Pro” will be a high-end device aimed at creative professionals — expect a hefty asking price. However, Apple might save the iPad announcements for October again, so don’t be surprised if we don’t see it right away.

The current Apple TV is ancient, and the rumor mill has been working overtime to deliver an absurd level of hype for the next refresh. Everyone seems to think that Apple is trying to get in on the gaming market with a sub-$200 Apple TV and a dedicated app store, but we’ve heard this same rumor before. At this point, it’s hard to tell what to believe. We’ve been burned over and over, so let’s not get our hopes up just yet for new hardware.

Of course, we’re bound to get one final look at iOS 9, OS X El Capitan, and watchOS 2 before they ship to consumers this fall. New Mac hardware is always a possibility, but we’ll most likely just get a bump in specs. And as for the Apple Watch and iPod Touch, don’t bet on seeing anything new here.

Don’t touch that dial

Starting at 1pm ET, we’ll be liveblogging the event from tip to tail on this very page. Check back often for the latest news and pictures from today’s event, and if the video streaming gods smile upon us, we’ll have a live video embedded as well.