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The most important news from Apple's iPad event

Like a cool dad who just can’t help but show off all his cool new gizmos, Apple is back one month after unveiling it’s big new iPhones and super fancy watches in order to show a little love to the other things it makes. If today’s event seemed a little less buzzy to you, it’s probably because it was more of a mixed bag of an event with a number of announcements in several categories, as opposed to the crowd-pleasing Cracker Jack of an iPhone event with the attention-grabbing “surprise” of the Apple Watch at the bottom.

That doesn’t mean interesting things didn’t happen. Here’s what we learned about today:

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Another Apple event will soon be upon us (and it's probably about iPads)

Now that the dust has settled from the iPhone 6 hoopla last month, it’s time for Apple to once more hold the tech world hostage for two hours while it shows off its newest rectangles of metal and glass. On Thursday, the company will hold an event at its Cupertino campus, one that you can watch live here at 10 a.m. PDT Thursday. In keeping with its playbook, the company has not said anything about what will occur at the event, but it is widely believed that Apple will update its line of iPads in time for the holiday season, and maybe its iMacs, too.

No real surprises are expected (in the tech world, you expect surprises, which is crazy disruptive)—although that doesn’t preclude any surprise musical guests. What’s Tim Cook’s second favorite band? Coldplay?

For more details on what you can expect, watch the video below.

Apple may debut new iPads on Oct. 16 (Updated)

UPDATE: Following publication of the original article, an Apple representative declined to comment on Re/code‘s report.

ORIGINAL STORY: The iPhone 6 and iPhone 6 Plus had a tremendous first week in sales, but Apple isn’t looking to rest easy through the rest of the year. A new rumor suggests the company may be announcing updates to several of its other products in the next few weeks.

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The most ridiculous stories from iPhone 6 release week

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You may not know this, but there is a hot new gizmo on the market. It’s called the iPhone 6, and it is the must-have tech product of the season. It’s “bigger than bigger.” It’s the best thing ever. According to Apple, at least.

According to everyone else, the iPhone is many things. It instills passionate devotion and inspires the human spirit, moving us to make grand gestures of true love. Do you scoff at such notions? Then pull up a chair, and enjoy these stories from iPhone Release Weekend, because it only happens once a year.

In a moment that could only be described as poetic, Jack Cooksey of Perth, Australia, became the first person in the world to purchase Apple’s new smartphone. He immediately dropped it on live television. The crowd immediately winced in collective sympathy, not for Jack, whose blunder could have been costly — but for the phone, because it had to go home with Jack. READ FULL STORY

Amazon's new tablet reveals are probably no coincidence

On Wednesday, Amazon revealed a number of new tablets and eReaders aimed at every corner of the market. Starting with its $80 revamped Kindle and going all the way up to the $379 Fire HDX 8.9, there’s something for everyone. And hopefully, everyone gets on board—before Apple announces its revamped iPads.

Industry buzz holds that Apple is keeping its tradition of holding an October event for showing off updated iPads, as well as the latest OS X release, Yosemite. Amazon’s newly announced devices are scheduled to ship in October.

Watch the video below for more:

The high-end version of Apple Watch might cost $5K

“Starting at” is a frustrating phrase in tech. It’s a coy way of talking about the way a gadget is going to be priced while also skirting around the subject of whether or not you’ll actually want said gadget at that price. The price a thing “starts at” is rarely optimal—to get the best or most efficient version of your preferred gizmo, you’ll often have to pay more.

When Apple Watch was revealed last week, Apple CEO Time Cook said that the smartwatch would be “starting at” $349—an already hefty price, given the competition. But Cook also announced three “collections” for Apple Watch: Sport, Edition, and vanilla—the differences being in the materials used to construct the watch. Which of these did Apple Watch “start at”? And how high in price would the other two go?

Pretty high, it turns out. READ FULL STORY

Justin Timberlake and Jimmy Fallon's iPhone commercial is kind of like '2001: A Space Odyssey'

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Thanks to its role in 2001: A Space Odyssey, Richard Strauss’ “Thus Spoke Zarathustra” has practically become synonymous with technology. (Need a refresher? Click here. Need a laugh? Follow this link.)

It’s no surprise, then, that the musical number was used in a commercial for iPhone 6 and iPhone 6 Plus, which were announced today in a rather grandiose way.

In the commercial, two hands wave the new models through the air, showcasing their flashy, updated features, set to “Thus Spoke Zarathustra” with an Apple twist: Justin Timberlake and Jimmy Fallon’s charming a cappella rendition of the famed musical number.

The video ends with the tagline: “Bigger than bigger.” Is it? We’ll leave that up to you. For now, check out the ad here:

Apple has made the best phone ever and the best watch ever, says Apple

Apple has finally done it, according to Apple. After years of valiant struggle and terrible defeat—years that saw the beloved techtalitarian super-corporation self-effacingly release embarrassing and ultimately inefficient devices like the chubby iPhone 3G, the lethargic iPhone 4S, and the iPhone 5C, widely considered the Octopussy of iPhones by people whose only cultural reference is James Bond movies— Apple has finally created the perfect phone, if Apple doesn’t say so itself. READ FULL STORY

It's real: Apple announces Apple Watch

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It’s time to put some rumors to rest: Apple has finally unveiled its big wearable, and it’s called the Apple Watch.

The device will work seamlessly with iPhones, and has an entirely new interface—one focused on the old-school dial you have on regular watches.

No word on cost or availability yet.

Apple Watch was announced Tuesday morning at Apple’s event in Cupertino, California. For complete coverage, check out our liveblog here.

UPDATE:

In the interest of time, Apple CEO Tim Cook couldn’t go over the Apple Watch features exhaustively, but here are the highlights: the screen can sense touch and force, telling the difference between a touch and a tap. Apple Watch will also give force feedback, and charge via magnet charger in the back.

Apple Watch comes in two sizes, and will come in three distinct collections: Apple Watch, Apple Watch Sport and Apple Watch Edition. Standard, athletic, and luxury, respectively.

Apple Watch is coming in 2015, and starts at $349.

You’ll need an iPhone 5 or later to use it.

The iPhone(s) 6 and more: EW live-blogs Apple's big event

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Have you heard? Apple is going to release a new iPhone today. There are some rumors. Today, they will be rumors no longer.

There’s always a lot of hype around an Apple event, and while some of it may seem frivolous and excessive, it’s not all for the tech-obsessed. Thanks to the manufacturer’s immense popularity, the people behind a lot of the pop culture you know and love often follow Apple’s lead when it comes to bringing media your way. So if you want a peek at all the new ways you’ll be able to obsess over pop culture in the coming year, look no further.

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