Apple Unveils New iPhone 5S, 5c (LIVE BLOG) - Forbes (click for full blog) -- 9:55 a.m. The doors have opened and everyone has rushed into seats into Apple town hall. Event to begin momentarily. -- 10:01: "Tim Cook steps onto the stage. We're really excited to show you some things we're really proud of." Welcomes other folks who are watching the event in Berlin, Beijing and Tokyo. He's talking about some other Apple related news before he gets to the new product stuff. He's talking about the iTunes Festival going on now in London. It kicked off with Lady Gaga Sept. 1. 20 million people applied for tickets. "It's like an opening weekend for product." Apple is live streaming the concerts to over 100 countries. "The enthusiasm and excitement around the concert is just incredible." He's now showing a video that shows them setting up for the month-long festival in London. -- 10:05: Retail update, with Cook revamping Stanford shopping mall store. It was the first of the mini stores that Apple opened seven years ago. They opened a new larger store on the site this past weekend. "This store is a gorgeous pavilion design with glass on three sides...It's an architectural marvel." It's eight-time bigger than the prior mini store design. -- 10:09: Now to iOS 7. Next month will ship the 700 million iOS devices. Craig Federighi, software chief, has stepped out on stage to give the iOS 7 demo.