A cynic would call it greenwashing, but the most surprising thing about Tim Cook’s “Loop you in” event was what it said about how he’s running Apple.

When Steve Jobs was around, Apple’s product events were about the products, and little else. Yeah, Jobs would often start with corporate issues, but he usually boasted about how the company was absolutely crushing it.

By contrast, the first 25 minutes of Monday’s event — almost half of the hour-long presentation — focused on things only tangentially related to Apple products. Cook and his lieutenants discussed government snooping, privacy, recycling, the environment, renewable energy, creating platforms for sustaining customers’ health — and even protecting Chinese yaks.

Jobs used to touch on issues like these, but under Cook, they’ve taken center stage. Cook has turned Apple’s product events into showcases for corporate responsibility.

The first big Apple media event of 2016 is finally here.

Months of rumors, speculation and anticipation have been leading up to Apple’s “Let us loop you in” event this morning, at which the company is expected to unveil a new 4-inch iPhone, a new iPad Pro model, and some Apple Watch hardware.

Tim Cook and the rest of the Apple crew are set to take the stage at 10 a.m. Pacific and Cult of Mac will be here to liveblog the festivities. Will there be a “one more thing” at the end to make this a truly unforgettable event? Come follow along with us below:

Apple’s set to bring the noise at an exciting new keynote event March 21, full of iPad Air 3 and iPhone SE news, and we’re sure you’re ready to hear it.

While you wait for Apple’s big event, though, we’ve gathered together all the things we think you need to know about the upcoming Apple-fest and put them into this week’s Cult of Mac Magazine.

Enjoy the noise, and check out this week’s top stories.

The new Apple Events apps for tvOS has finally arrived, giving Apple TV owners a way to watch the iPhone SE keynote from the comfort of their living room.

Apple’s ‘Loop you in’ event will be the company’s first keynote to stream on the new Apple TV, only unlike previous event channels, you’ll have to download it from the App Store to tune in.

The invites are out and the rumors are in. Apple’s first event of 2016 is going down March 21, when the company will loop fans in on some shiny new products coming soon to Apple Stores.

Apple is expected to introduce a new 4-inch iPhone aimed at budget customers and people who want to be able to hold their smartphone with one hand, but a new 9.7-inch iPad that’s every bit as impressive as the iPad Pro could steal the show (along with some other new goodies).

Here’s what to expect from Apple’s big event.

If the rumor mill is correct, Apple’s releasing a new 4-inch iPhone, possibly dubbed the iPhone SE, at its upcoming keynote in March. What the heck will it look like, what are the specs, and how much will it cost?

We’ve got a look at all the possibilities in this week’s Cult of Mac Magazine, plus a look at why your iPhone battery will never last more than a day, Apple’s cryptic “loop you in” invite, a way to lock down your iPhone, and a ton of killer tips and product reviews to keep you informed.

All that, plus a bunch more, in this week’s issue. Here are the top stories for the week:

Apple has confirmed the date of its next keynote event, which will take place on March 21 in Cupertino, California.

Invitations to the event don’t offer any details about what’s going to be unveiled, but feature a tagline (“Let us loop you in”) and close-up of the Apple logo.