He was really attacking netbooks and naysayers - not so much ultrabooks and other laptops (not to cannibalize their own notebooks, perhaps?)
Cook says there are more than 475,000 iPad -specific apps, not 'stretched out' phone apps
Cook says Tablet usage share - 81% iPad
Even some of the doubters are making tablets, Cook says
Cook now showing quotes from naysayers who doubted and were skeptical - I wonder who those folks are
The biggest news so far has been heavily software-based. Free OS upgrades for traditional computers, free productivity apps
'Others would have you spend a small fortune' to use their productivity apps (shows Microsoft Office 365 sign) but iWorks will be free today
Apple adding collaboration to iWork for iCloud
Lots of iCloud integratino in the new iWork suite
Time for another demo - this one of iWork
Keynote now has new effects and animations (object-based animations) with more realistic physics.
Charts in iLife are now interactive.
Update - iLife free with the purchase of any Mac or iOS device, updates avalilable today.
All new Macs come with Garage Band, can add more instruments and 'drummers' with in-app purchases.
Drumming was added in easily, able to simply change the type, pace, sound.
Garage Band demo now...starting with a guitar riff. Now adding in 'Drummer'
Ok, now highlighting OS X. Better battery life, memory usage.
Cook takes a stab at netbooks and PC makers, but says Apple is very clear in its goal. Says Apple "is not slowing down" when it comes to innovation.
Our competition is different, they're confused - Cook says, showing a traffic sign with messy route lines.
Now - the Mac. Cook highlights hardware, design, OS X, iWork & iLife apps.
App Store - more than 1 million apps, 60 billion cumulative downloads. $13 billion earned for developers
Sorry - lots of chatter now about iTunes Radio. Which we don't have yet in Canada...
As of now, 64 % of iOS devices are running iOS 7. Almost seemed like Tim Cook was going after competitors' platform fragmentation with 'these guys' then caught himself first.
Now, he's going over iOS 7. 200 million users in five days.
Audience asked to switch electronic devices to silent mode
@Matt - true. But considering the colourful design of Apple's invitation, it's quite possible there will be colourful iPad models. Would you want a a colourful tablet?
@Kevin - no prices have been announced yet.
The Apple event is scheduled to start at 1 p.m. ET or 10 a.m. Pacific