Event is wrapping up with a live performance by singer Norah Jones.
Apple is going after the popular Flip video camera. Available today, the 8 GB Model will cost $149. The 16 GB model $179.
Jobs is back on stage with ''one more thig.' It has to do with video. It's a new iPod Nano with a built in camera and mic.
The big question now is what surprise will Apple have when Jobs does his predictable, ''oh and there's one more thing...'' line to close out this media event. The stage is set up in a way there could be a live performer under wraps. And what about the Beatles? Lots of speculation about that.
Apple just announced a price for its 8 GB iPod touch from $249 to $199.
Apple has turned the stage over to a number of game developers to show off new titles for the iPhone and iPod touch. Apple is clearly pushing these devices as game platforms as well as music players and mobile computing devices.
Jobs got a two minute long standing ovation when he walked on stage at 10:01 this morning.
Key improvements to iTunes 9 include genius mixes, improved syncing of iPod and iPhone, home sharing (that allows you to copy songs, video and TV shows with up to five authorized machines on a home network), redesigned store, and iTuners LP. LP gives buyers a digital version of vintage albums along with liner notes, new videos, lyrics and musicology of the performers.
iTunes normally updates on Tuesdays but did not happen yesterday, obviously because of today's new features and upgrade.
Steve Jobs said iTunes is now the number one music retailer in the world. It has sold 8.5 billion songs and is now in 23 countries with Mexico the latest addition.
Jobs just announced an upgrade for iPhone and iTunes operating system, called 3.1. Also a new version of iTunes, iTunes 9, Apple's online music store.
Wild applause and standing ovation as Steve Jobs walks on stage. Voice sounds weak. Says has liver of donor who died in a car crash. He's urging people to become organ donors.
Hundreds of media and analysts are lined up outside the Yerba Buena Center for the Performing Arts for Apple's big product announcement event.
It kicks off at 10:00 this morning.
"It's always a good day for the stores," a top Apple marketing executive told me, "If there's anything new."
"That's certainly the understatement of the day," I replied.
Apple is widely expected to unveil some new iPods. Beyond that, there is great anticipation that CEO Steve Jobs may make his first public appearance since returning from liver transplant surgery and a six-month medical leave.