And now we're getting a demo of this in action, basically the company's first chance to show us what's changed since this software was first shown off in June.
Federighi opts to go straight for new software with the iBooks app. He's going over how iBooks can have things like photos and videos that pop out of something like a text book.
Watching liftoff of the Atlas V rocket... but just a few seconds. Very anti-climactic, Craig.
Federighi appears to be using a newer version of Pages that's been updated for the new OS, but I could be wrong on that. Meanwhile, in demoland, he's been adding tags to documents, and is now replying to a text that just popped up.
Interesting that this new Pages looks very touch-friendly. iOS inspiration, or maybe we'll finally see a touch device today?
Federighi showing off other Mavericks features like iCloud keychain, which is syncing up his payment information to buy something online.
Looking at pictures of Apple's new campus. "I, for one, look forward to working in outer space."
Federighi showing off some of the other changes in Safari like the new reader mode and viewing open tabs. We hop over to Mail to see how information from messages gets slurped over to other system apps like Calendar.
Watching on twitter, I can see a bunch of you pointing out that none of this is revolutionary. And indeed, you're right. Saved credit card info, passwords, file tagging, directions from calendar appointments... Indeed, it's all been done elsewhere before, but that doesn't mean these aren't great additions to the OS.
Hey, look, another gratuitous demo of 3D mapping. Haven't seen that before...
That includes a handy new feature that estimates how long it will take you to get to an appointment and can give you a reminder when you need to get going. That's integrated with the new Maps app to give you turn by turn directions, etc. And that's the end of the Mavericks demo.
And now we get to the price and release date...
So far, no "Hair Force One" jokes at or from Craig...
Federighi says the company's reengineered how it develops software to put out more OS releases faster, and made it easier to update to Mac App Store. And another big change is pricing...
"We're going to revolutionize pricing"... some rumblings in the room.
This will work even if you're on Lion, or still running Snow Leopard, it's a single step update.
Works on 2007 iMac, MacBook Pro, 2008 MacBook Air and MacBook, and Mac Pro.
Response to Windows 8.1 being free? Good will from Apple? Why look a gift horse in the mouth. Even if you're on an ancient version of OS X you can upgrade for free. Today!
I'd say that's a good start, Apple. A real good start.
And up comes Phil Schiller to talk to us about the MacBook.
Lots of rave reviews for the Air. Indeed, many people were bowled over by the battery life. Myself, too.