But the media event is also a significant one for Apple and Cook personally in that Steve Jobs isn't running the show for the first time in more than a decade.
"This is my first product launch since being named CEO -- I'm sure you didn't know that," Cook said upon taking the stage. "I love Apple and consider it the privilege of a lifetime to have worked here for 14 years and to assume this role.
"Today we'll remind you of the uniqueness of this company as we announce innovations from our mobile OS, to apps, services and hardware."
