Apple Event Live Blog: The 'Spring Forward' Reveal Every Investor Is Watching

Apple Inc. AAPL is expected to unveil a boatload of product details at its "Spring Forward" event this afternoon. A live blog of the event is below, which begins at 1:00pm EST.

02:35:31pm: Apple event has ended.

02:32:12pm: Apple Watch ad debuts. Showcases customization of face, health features.

02:31:15pm: Apple will begin taking Watch orders on April 10; will be available on April 24.

02:30:33pm: Apple Watch Edition is $10K.

02:29:11pm: Apple Watch price points: $549-$1049 and $599-$1099, depending on band.

02:26:11pm: Apple Watch Sport product points: $349 and $399.

02:24:22pm: Apple Watch Sport is one category. Made of new alloy.

02:22:22pm: Apple Watch battery life is 18 hours.

02:17:13pm: Watch can be used for hotel check-in, and serve as room key.

02:11:11pm: Watch's Siri offers users location-sensitive reminders, brief looks at a choice of apps. ESPN, Salesforce and The Weather Channel are specifically mentioned.

02:00:12pm: Apple Watch will send reports of health activity, and will suggest "move targets" for coming week ahead. Cook: "It's like having a coach on your wrist."

01:58:23pm: Apple Watch features "Digital Touch" feature for Watch-to-Watch communication. Can animate shared images, send heartbeat, tap watch to alert friends. "A whole new way to communicate."

01:58:23pm: Watch can receive calls. "The day is finally here," Cook says. Emails can be read in full.

01:57:44pm: Watch faces are customizable. New feature "Glances." Can swipe for weather, calendar, control music, and check heart rate.

01:53:33pm: Cook: "Apple Watch is the most personal device we've ever created..we've designed [it] to appeal to a variety of people."

01:52:22pm: Price points for new MacBook are $1299 and $1599. Will begin to ship on April 10.

01:50:44pm: New MacBook operates in silence. Is the first all-metal MacBook. New USB connector is a single port for charging, video output, and data transfer.

01:39:15pm: Apple stock up from $127.26 to $128.39 between 1:10pm and 1:41pm. HBO Now news was made at 1:08pm.

01:38:12pm: Schiller: Trackpad has software tracking software, similar to Watch.

01:37:12pm: New MacBook display is Retina, 12 inches. 2304 by 1440 pixels.

01:36:12pm: Schiller: Keyboard has individual LED light for each key.

01:35:05pm: MacBook features all-new keyboard. A "new invention" in keyboard technology.

01:34:02pm: Phil Schiller: We had to reinvent every technology in it to deliver. The new MacBook weighs two pounds. "Even at its thickest point, it's just 13.1mm thin."

01:33:44pm: New MacBook comes in Gold finish.

01:32:22pm: Apple announces MacBook redesign.

01:30:30pm: Cook: For every year over the last decade, the Mac has outgrown the industry. MacBook sales grew 20 percent last year while the industry shrank.

01:29:55pm: Research Kit will be released next month.

01:29:29pm: Research Kit is open source.

01:20:20pm: "Now, anyone with an iPhone can contribute to Parkinson's Research." It has multiple Parkinson's diagnostic tools to test a user's symptoms.

01:19:12pm: Apple announces Research Kit. It turns the iPhone into a "powerful diagnostic tool."

01:18:12pm: Williams: "Perhaps the most significant challenge [of medical research] is the communication flow...there are hundreds of millions of iPhone users out there, many of those who would contribute if" they could.

01:17:57pm: Jeff Williams takes stage to discuss iPhone's impact on medical research.

01:15:20pm: Now every major car brand has committed to delivering Car Play. "There will be more than 40 new models of cars shipping by the end of the year...unbelievable momentum."

01:14:16pm: Cook: Almost 700,000 locations accept Apple Pay. Over 2,500 banks now signed up for Apple Pay. Coca-Cola plans to have 100,000 Pay-equipped vending machines by the end of the year.

01:13:13pm: Apple recently sold its 700 millionth iPhone.

01:12:60pm: Cook: Lowering the price of Apple TV to $69.

01:09:15pm: HBO Now will cost $14.99 per month, in time for Game Of Thrones debuts in April.

01:08:12pm: HBO Now is launched. Apple is the exclusive partner.

01:06:44pm: Cook: "We love HBO. Over the years, they have created groundbreaking shows that have created a part of our culture."

01:05:44pm: Cook: Over 120 million people visited our stores last quarter.

01:04:44pm: Cook: West Lake store is an example of new Apple Store design..."We've opened 6 stores in China in the last 6 weeks alone...we have 21 stores in China, we have a plan to be at 40" soon.

01:03:33pm: CEO Tim Cook takes stage.

01:02:11pm: Apple video intro begins, coverage of Apple Store mania in West Lake, China.

Related Links

Image credit: Roger Jones, Wikimedia

Posted In: NewsPreviewsEventsTrading Ideas

Ad Disclosure: The rate information is obtained by Bankrate from the listed institutions. Bankrate cannot guaranty the accuracy or availability of any rates shown above. Institutions may have different rates on their own websites than those posted on The listings that appear on this page are from companies from which this website receives compensation, which may impact how, where, and in what order products appear. This table does not include all companies or all available products.

All rates are subject to change without notice and may vary depending on location. These quotes are from banks, thrifts, and credit unions, some of whom have paid for a link to their own Web site where you can find additional information. Those with a paid link are our Advertisers. Those without a paid link are listings we obtain to improve the consumer shopping experience and are not Advertisers. To receive the rate from an Advertiser, please identify yourself as a Bankrate customer. Bank and thrift deposits are insured by the Federal Deposit Insurance Corp. Credit union deposits are insured by the National Credit Union Administration.

Consumer Satisfaction: Bankrate attempts to verify the accuracy and availability of its Advertisers' terms through its quality assurance process and requires Advertisers to agree to our Terms and Conditions and to adhere to our Quality Control Program. If you believe that you have received an inaccurate quote or are otherwise not satisfied with the services provided to you by the institution you choose, please click here.

Rate collection and criteria: Click here for more information on rate collection and criteria.