And then onto Keynote (Cue's flying through here) -- he notes that the entire presentation's been doing from within Keynote. New features include "more realistic" physics with transitions.
Shirt jokes appear to be the new hair jokes in today's keynote.
We're getting a demo of iWork now. Eddy's standing across from Roger Rosner, Apple's VP of iWork apps, and Rosner's dressing up a Pages doc with a headshot of Cue for a made-up music concert.
Rosner talking up the new sharing feature which lets you share documents through Apple's iWork Beta service online.
New today to iWork for iCloud is online collaboration, something to better compete with Google, Microsoft, et al.
Collaboration is a hugely powerful feature of the competition and one that will surely be well-received here.
Rosner's editing the doc he just made in iWork for iCloud (beta) and Cue hops on to make some changes. They're each making these and they're showing up in real-time.
Eddy's third-grade stage name was "Cue Ball" apparently. Okay, then.
And they're done editing the doc together. No word on how many people can be in a doc, or how competing changes are handled, etc.
"You can even collaborate with a friend who's stuck on a PC," says Cue.
Cue back up solo, taking cracks at Microsoft's Office 365. So all these apps are going to be free for any new Mac or iOS device buyer.
And all are available today.
Wow, free iLife too? So the OS is free, the productivity suite is free... that's certainly bad news for Microsoft.
That's it for apps, and Cue's out.
"Today is the biggest day ever for apps."
Cook back on stage, hopefully to turn us to tabletville.
These are incredibly rich apps, Cook says. "We are turning the industry on its ear," he adds about changing all its software over to free.
Conspiracy theorists are trying to look up the sleeves of Tim Cook for mysterious devices... I'm not convinced.
Cook going over the birth of the iPad, and some of the early criticism -- including whether it would compete with netbooks "Who remember Netbooks?" Cook quips.
Earlier this month, Apple sold its 170M iPad.
"This is an incredible number," Cook says.
Cook going into a talk about how you can't just look at sales numbers -- esp. from competitors -- the iPad's used four times more than those devices, Cook says (citing data from somewhere)
Tim again going back to the usage stat again. "This is what is important to us."
And it's the number one in customer satisfaction, he adds.
These are all arguments the company's made before to Wall Street, at least. Pushing it hard now on the press.
Now up to 475,000 iPad apps on the App Store. "Not this stretched out smartphone app our competitors are doing ... nobody else is close to this."