Wow, that was fast – Logitech, purveyor of fine Apple accessories for a long time, has just pulled the curtains from around its new Create Keyboard Case, made to work with the iPad Pro just announced this morning. The case is an alternative to Apple’s also just-announced Smart Cover.

Perhaps its even more telling that Logitech worked with Apple to get its new Create keyboard to market on day one; something that never happened in the past at Apple. If the mothership is helping third-party companies ahead of new products, consumers will ultimately win out with more day-one options for all their magical Apple gear.

If the iPad Pro portion of today’s keynote felt a little bit familiar to you, it might have been because Apple’s new gigantic tablet is in many way a direct copying answer to the Microsoft Surface Pro tablet that was introduced three years ago.

Making an iPhone is complex, for sure. Creating the hardware and software that rules our daily lives has been an ongoing, iterative process since 2007, when Steve Jobs revealed the first one.

Since then and on up to the newly announced iPhone 6s and 6s Plus, the iPhone itself has improved bit by bit while still wowing consumers as better enough to upgrade to.

“You can’t just say, ‘Here it is. It does the same thing 5 percent better than last year,’ says senior vice president of worldwide marketing Phil Schiller in an interview over at Bloomberg. “Nobody cares.”

In a device that’s the essence of complexity, refined, the new 3D Touch was super tricky to make, as the in-depth interview explains.

Wow. That was a big deal. For a mere “s” upgrade, Apple went way above and beyond with today’s big product showcase. Three major product lines have been not just upgraded, but reinvented, and finally there’s a reason to buy the one that has been languishing — the Apple TV, which is now a gaming console as well as an entertainment center.

Maybe I’ve drunk too much Kool-Aid, but I thought this morning’s presentation was one for the history books.

You can almost see the new and improved iPhone 6s in your hands. Now, how about a new case for that gorgeous hunk of gear?

Several companies began showing off cases — everything from luxurious leather accessories to battery-extending packs — for the iPhone 6s and iPhone 6s Plus following Apple’s big fall products reveal in San Francisco today.

Most games you’ll get on the new Apple TV will likely take advantage of the new Apple TV remote, with its accelerometer, gyroscope, voice, and touch controls.

But if you want to play more hardcore games, you’ll want a more hardcore controller like this new SteelSeries Nimbus, a full-on gaming controller that looks and feels a lot more like the kind of controller you’d hook up to your living room console.

Apple announced that it’s dropping the price on the iPhone 6 and iPhone 5s this morning, but what it didn’t tell fans is that if you want a gold iPhone, the only way to get one is to upgrade to the newest model.

Apple removed the option to purchase the gold finish on the iPhone 5s and iPhone 6 from its website today. Both devices have come in gold since they were introduced, but now it looks like Apple wants to force anyone who wants their iPhone to shine like gold to upgrade to the latest and greatest model.

Here’s the updated list of iPhone models and their color options:

If there was one thing heard across Twitter during today’s Apple announcements, it was the sound of money being sucked from wallets.

The introduction of an iPad 2, a more interactive Apple TV and the upgraded iPhone 6s generated tons of spending declarations on Twitter and in the posts written in another language, the exclamation point was a good indication of the social media excitement over Apple’s new products, rolled out today at the Bill Graham Auditorium in San Francisco.

Developers who are eager to start building apps for the Apple TV might be able to get their coding fingers on the new black box a little early, thanks to a new Apple TV Developer Kit that the company is offering to teams who sign up before September 11th.

Despite being identical to their predecessors, iPhone 6s and iPhone 6s Plus are much-improved in almost every way. But do they have the specifications they need to take on the latest Android-powered smartphones we’ve already seen this year?

Find out in our comparison below, which compares Apple’s next-generation iPhones with rivals like the Galaxy S6 and S6 edge, the Moto X Style and Moto X Play, Sony’s new Xperia Z5, and more.

Tim Cook and company just hit us with a tsunami of new product announcements. Not only did we get new iPhones, a much-improved Apple TV, and a giant iPad, but Apple’s also making pencils, keyboards, and cheap gold Apple Watches now too.

Fans can relive all the glory by watching today’s keynote in its entirety on Apple’s website or iTunes, but if you want to get down to just the highlights and hear Jony Ive wax philosophical about his latest creations, here are all the new product videos:

This post is brought to you by Squirrels, maker of Reflector 2.

Our phones and tablets are packed with great content, from videos and movies to articles and games. It’s a bit of a shame that the contents of our mobile devices are so often confined to a small, handheld rectangle of a screen.

Apple is planning to make it easier than ever to stay addicted to the iPhone with the introduction of its new iPhone Upgrade Program that will allow fans to upgrade to a new device every single year.

Phil Schiller announced the new program on stage at Apple’s keynote today, revealing that pricing for the iPhone Upgrade Program starts at $32 per month, which is slightly more expensive than what you can get at a carrier, but it comes with some extra benefits too.

From the iPhone to the iPad to the Apple TV, Cupertino’s constellation of magical devices just got a little more magical.

Did you expect all that Apple goodness? Most of what we heard today already churned through the rumor mill: the plus-size iPad Pro; new Apple Watch finishes and bands; a refreshed Apple TV with games, apps and Siri functionality. And, oh yeah, the new iPhone 6s and 6s Plus with a whole new level of Force Touch, called 3D Touch.

There were even a few surprises, like the iPad Pro’s new Smart Keyboard and the iPad stylus, dubbed the Apple Pencil. But throughout today’s keynote by Tim Cook and his lieutenants, the series of under-the-hood upgrades they revealed promise to push all Apple products forward into the future.

Let’s take a moment to boil down all two hours and 10 minutes of this incredibly dense and surprisingly succinct Apple event.

App makers who are part of Apple’s Developer program can now download the latest iOS 9.1 beta, build 13B5110e, from the Apple Developer page right now.

We’re all excited about the news about the iPhone 6s, so we almost missed the part of today’s Apple event where the Cupertino company spilled the release date of El Capitan, the latest version of its desktop OS.

Apple is packing the new iPhone 6s and 6s Plus with more features than ever — and introducing a new input method called 3D Touch that uses pressure sensitivity to unlock an entirely new paradigm of touch controls.

A bunch of incredible new features, including a new display with a Taptic Engine, led Tim Cook to call the new devices the best smartphones ever made as he showed them off to the world.

“No product is more about innovation than the iPhone,” said Cook as he unveiled the iPhone 6s line today at a special event in San Francisco. “We have changed everything about these new iPhones.”

Don’t you dare call Apple TV a hobby anymore!

Apple today unveiled its refreshed set-top box — boasting a futuristic new remote control, Siri integration, App Store, and much, much more. Tim Cook called it the “future of television,” and having watched the demo, it’s tough to disagree with him.

Check below for everything you need to know about the newly-“must have” Apple TV.

This post is brought to you by Tenorshare, maker of iPhone Data Recovery for Mac.

Sometimes it’s helpful to think of your iPhone for what it actually is: a sleek and fragile glass box where you keep lots of really important information. Luckily, it’s a box you can back up, but pretty much only by using iTunes or iCloud — not exactly user-empowering tools for protecting and recovering your data.

The iPad Pro is coming in November, and it’s going to be huge.

Apple gave us our first look at the upcoming supertablet at its special event this morning, which has a 12.9-inch screen. And if that number seems awfully specific, you apparently haven’t figured out how Apple works by now.

Apple just announced a pair of gold finishes for the Apple Watch; new wristbands in a line of fall colors; new bands from the fashion house Hermes; and that watchOS 2 will ship Sept. 16.

The feeling of unboxing a brand new computer is one of the good things in life, one that usually comes with a steep price tag. That might change today, because right now you can enter a sweepstakes to get your hands on a brand spanking new 13-inch MacBook Air for the price of air itself (that’s zero dollars).

Congratulations — it’s iPhone Day 2015!

Tim Cook is already up and tweeting about the big Apple keynote that will go down today in San Francisco. We’ll be here liveblogging the entire thing, mixing all the dull wit and pithy snark we can muster for the iPhone 6s. The event starts at 10 a.m. Pacific but we’ll be getting started well before that — and we won’t stop until every last new iPad and iPhone has been announced.

For a quick recap of what to expect from today’s keynote, check out our roundup of all the announcements Apple will make, including the long-awaited iPad Pro.

Today’s event promises to be Apple’s biggest event of the year, so turn on the stream on your Apple TV and join us in the liveblog below:

Though there aren’t any specific numbers on Apple Watch units sold up until this point, we do have some exciting statistics on how many apps are available for watchOS. It turns out that ahead of the watchOS 2 public release, developers have shown significant interest in the platform. They’ve contributed an impressive 11,469 Watch apps to the App Store and counting, but growth has particularly taken off in recent months.

Apple is “confirmed” to be showing off a new (Product) RED Apple Watch Sport band at today’s media event, according to an image which has appeared on Twitter.

The company has been giving out similar bands to various celebrities for some time now, but this is the first time they would go on sale to the general public.

Seriously, could today’s Apple keynote get any more packed?