And we're ON! Greetings from Yerba Buena Center for the Arts.
Traditional line photo. Lance is posting one too.
We're heading to the media checkin line!
The mood seems kind of subdued this year. Maybe it's just the fog.
Yeah, looks like a well-behaved crowd.
First order of business: coffee.
This feels like an exact replay of the new iPad launch. Same location, same crowd.
Folks, as a heads up, there is no live video of today's Apple event. Mashable's Chris Taylor and Lance Ulanoff are on the scene in San Francisco to bring you real-time photos and updates of Apple's latest product launches.
Now we jockey for position.
Folks are starting to warm up now we have badges. Even dare I say excited
I've somehow moved to the VIP side of the queue. Let's hope no one notices.
Saw Apple marketing chief Phil Schiller on the way in, stepping out of a flashy black sports car. Seemed a little tense.
It's like a party/reunion out here
Apple execs seem nervous and excited
We're over the press rope line, mingling with the VIPs like it ain't no thing.
I hope Apple can deliver stellar battery life on LTE. That's the thing I love most about the new iPad -- the battery life is just great, even on 4G. Every other LTE phone I've used, even the Razr Maxx, has not been able to last on LTE.
Twitter CEO Dick Costolo is in the house
See anyone from Facebook CT?
Consensus among the press is that we already know all the details of the new iPhone - but we're all hoping to be surprised.
They should let us in soon
@Christina no sign of FB execs. Though Costolo is working the crowd like a pro.
What we may have to face, if there are no surprises today, is that the great era of Apple secrets is over. That's why I'm pulling for an iTV ...
Battery life: the last great surprise?
Chris: Totally, I think there is actually some REALLY interesting tech happening with battery life, but it's the big thing that keeps needing to improve, as these devices get more powerful