iPhone 14, Apple Watch Ultra announced

Apple CEO Tim Cook just announced the iPhone 14. So far, Apple has announced two new models— a iPhone 14 Plus and an iPhone 14.

The iPhone 14 Plus replaces the older “iPhone 13 mini” model with a bigger model with a 6.7-inch screen.

Apple said that all U.S. iPhone 14 models will no longer use physical SIM cards, replacing them with a digital eSIM that can support multiple phone numbers and is better for security.

Features of the iPhone 14 include:

• True tone OLED display
• Five colors including a light blue
• Improved battery life
• Ceramic screens that are more durable
• Better low-light performance on the front-facing camera

Apple CEO Tim Cook announced a new model of Apple’s AirPods Pro, which wireless earbuds with noise-cancelling.

They cost $249 and will go on sale on Sept 23.

They have better sound quality and clarity, Apple said, due to an Apple H2 chip on the inside, an upgrade from the earlier model’s H1.

New features include:

• New touch control to adjust volume
• Longer battery life with up to 6 hours listening time
• A smaller extra-small ear tip
• A speaker added to the case
• Can be charged with MagSafe chargers.

Apple said that the noise cancellation on the new models is twice as good as before.

— Kif Leswing

Apple just announced the Apple Watch Ultra, new high-end watch with a new design, bigger screen, and titanium case. The product is aimed at outdoor athletes.

It will cost at least $799 and will hit store shelves on Sept. 23. Preorders are available on Wednesday.

It comes with a new watch face with more information, including a compass. It also has a new orange “action” button for quick use while working out or wearing gloves. It can also show how deep the user is diving under the water while swimming.

Apple says that the watch can get as many as 60 hours of battery life with a software update this fall.

“Every detail has been engineered to make the most rugged and capable than ever,” Apple COO Jeff Williams said in a promo video. — Kif Leswing

Apple has announced a redesigned Apple Watch SE, which is a lower-cost version of its mainline Series 8.

This year’s model includes:

• A bigger screen
• A new plastic design on the underside of the watch
• Heart rate notifications
• Fall detection

It will retail for either $249 or $299 starting on Sept. 16. Apple is marketing it as a device for children who might not need their own iPhone. — Kif Leswing

Apple CEO Tim Cook has kicked off the video-oriented launch event with Apple Watch news.

The new device will be called the Series 8, Apple COO Jeff Williams said. It’s more durable than previous models and has a new temperature sensor the company will use to help track women’s health including ovulation. The device can even estimate when the user has ovulated.

It will come in four colors in aluminum — black, gold, aluminum, and red — and three colors in stainless steel. It costs at least $399 for an aluminum model and $499 for one with cellular connectivity.

Apple says that the device is designed to keep data secure and private and that health data will only be shared with explicit permission from the user.

Apple also added a new safety features powered by two motion sensors. The new car crash detection that can detect if you were in a severe car crash and automatically call emergency services.

A new mode on Apple Watches can extend the Apple Watch battery life from 18 hours to 36 hours by temporarily disabling the always-on display and workout notifications.

Cook started by airing a video highlighting letters people have written to him about how the wearable has helped them get help in emergency situations. — Kif Leswing

The event is starting. Tim Cook just said the event will focus on three products, the iPhone, AirPods and Apple Watch. — Sofia Pitt

We’re in our seats and the theater is starting to fill up. There’s definitely a galaxy sort of theme going on here. Apple’s invite teased something “far out.” We’ll know what that means soon enough. — Sofia Pitt

Ten minutes minutes before the launch is scheduled to begin in Cupertino, California, over 300,000 people are on the YouTube livestream page, a sign that there is still significant consumer demand for information on new Apple products direct from the source. — Kif Leswing

Apple’s fall launches are critical for the company as they draw millions of viewers from around the world who want to know about Apple’s newest products. They build hype for new iPhones and other devices going into the all-important holiday shopping season, Apple’s busiest sales time of the year. — Kif Leswing

We’re walking down to take our seats in the theater. — Sofia Pitt

Apple CEO Tim Cook has posted his traditional pre-launch tweet, which hints at the theme for the event with the word “stellar.”

Apple’s invites had the tagline “far out” with deep space imagery, which some Apple followers thought could suggest that Apple was preparing to release a satellite-based cellular connection for iPhones or a night sky photography feature. — Kif Leswing

There are lots of snacks and beverages here. We’re about to head downstairs to take our seats before it kicks off. — Sofia Pitt

Investors looking to trade on the news of Apple’s new iPhones on Wednesday should keep Bernstein’s Toni Sacconaghi’s advice in mind.

“Historically, Apple’s stock does not react materially to iPhone announcements (given that there are typically no surprises), and performance has generally been fairly muted in the 3-months following iPhone announcements (typically mid-September to mid-November), as investors wait to gauge the strength of the iPhone cycle,” Sacconaghi wrote in a note this week.

In fact, analysts say that Apple shares typically perform in-line with the market one month after the reveal, CNBC reported this week. — Kif Leswing

The Apple Store is down, per tradition, until the end of the launch event when it will come back online with all of Apple’s new products.

— Ashley Capoot

We’re here live in Cupertino, California at the Steve Jobs Theater, where Apple is set to unveil its new products. You can see in the image below that it’s already getting pretty packed with press and analysts. And we’re all badged up. — Sofia Pitt