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17.31 That's where we end more than 30 hours of live coverage of the launch of Apple's new iPhones and Watch. So, from the technology team (Matt Warman, Matthew Sparkes, Sophie Curtis, Rhiannon Williams, Harry Parkhill, Curtis Moldrich and Sian Gardiner), thanks very much for reading. Make sure to keep an eye on our Apple section for the latest news, reviews and features on the new products.

14.21 For all the high-tech features mentioned in Tim Cook's Apple keynote event last night, the battery life of the Watch was notable by its absence. Sophie Curtis says this could be the feature that makes or breaks Apple's first wearable device:

Battery life has been a key differentiator of the smartwatches released to date. While devices like the Pebble and MetaWatch tend to last up to a week on a single charge, thanks to their black and white LCD displays, colour touchscreen smartwatches like the Samsung Galaxy Gear and Motorola’s Moto 360 tend to run out of charge within a single day.

Apple's failure to address this issue in its announcement is therefore troubling. If the company had come up with some new innovative way of extending battery life, Tim Cook would surely have said so.

13.28 Last night's unexpected object of lust, Scarf Man, has been identified. Read more about the man behind the fabric.

13.24 Out with the old and in with the new, as the saying goes - with the introduction of the new iPhones and the Apple Watch, we must say goodbye to the iPod Classic, which is going into retirement. Read our fond farewell here.

12.30 If you've been enticed by the new iPhones, here's a handy guide for what to do with your old handset.

12.12 In case you were wondering why U2's new album Songs of Innocence has magically appeared in your iTunes library, here is a useful explainer.

11.55 People researching the iPhone online are more likely to be searching for Brad Pitt, skiing holidays and hot tubs than internet users looking up other mobile brands, according to digital media solutions company Exponential Interactive. Samsung fans are more likely to be looking up Rafael Nadal, Toyota Prius cars and wheelchairs, apparently.

11.33 While we're on iOS 8, here's how it compares with Android's KitKat.

10.51 As iOS 8 will become available for current iPhone and iPad users to download from Wednesday September 17, we round up how to install it, and 16 of the coolest features you may not have heard about.

10.10 One of the most exciting announcements from last night for iPhone owners was that both iPhone 6 and iPhone 6 Plus will boast improved battery life, Apple has claimed. Read more here.

09.36 Our spies tell us the two lonely tents outside the Apple store on London's Regent Street have yet to be joined by any more keen fans. Here's a reminder of how they looked yesterday afternoon:

09.05 From his brief hands on with the Apple Watch, Matt Warman is left wondering if it should be slimmer:

In my limited time with it, I turned the ‘digital crown’ and it wheeled freely round in a way that will feel somehow more tangible once it is changing what is on screen. In principle, this is a genius way of getting over the fact that a watch’s screen is fundamentally too small for you to use your fingers to interact with it. Nonetheless,

I still think watches should be slimmer than Apple’s, and that for $349 or more, you need to get quite a lot of technology for your money.

08.50 In case you missed it, here's a reminder of when you can buy the iPhone 6 and iPhone 6 Plus, and from which networks.

07.20 James McQuivey, principal analyst at Forrester, the research company, is confident that the Apple Watch will kick start demand for smart watches, even if it takes Apple a few more tries to get its formula exactly right.

"Apple's Watch...has firmly established the smartwatch as a new category. Would-be competitors may take solace in how many months they have before the watches go on sale, but they have a lot of work ahead of them if they want to compete with Apple on the more complete experience the Apple Watch offers. It's not just a device; it's a lifestyle."

07.05 And we're back. Apple shares are still down 0.3pc in after-hours trading, as investors worry that the Apple Watch will struggle to tempt mainstream customers. Our US Business Editor Katherine Rushton explains why the company is battling so hard to win over the fashion crowd, as well as tech "geeks".

Just look at what has happened with Google Glass. Apple’s near-neighbour has created a really clever gadget which lets users film what they can see, conjure up information in their peripheral vision and do all sorts of other things that were once the strict domain of sci-fi.More than a year on from its American launch, Google Glass is still a niche product used by a handul of technophiles and almost nobody else. It is not cool. It is seen as a bit embarrasing. You see, Google forgot to court the fashion crowd, and the hi-tech specs were left to flounder as something only devoted techies would wear.

The full article is here.

23.16 US Business Editor Katherine Rushton has filmed the following video in reaction to today's launch:

22.48 Apple has rather upstaged the Intel Developer Forum (IDF), which is currently underway in San Francisco:

<noframe>Twitter: Nicole and/or Susan - Guy from Barney's asked if the Apple Watch was too much at $350: "It would probably be the least expensive thing in the store." LOL <a href="https://twitter.com/search?src=hash&q=%23IDF2014" target="_blank">#IDF2014</a></noframe>

22.40 Tech industry commentator Benedict Evans expects to see strong interest in Apple Pay:

<noframe>Twitter: Benedict Evans - Note: Google wallet has had'10-50m' downloads. <a href="https://t.co/xCA4oPWrXX" target="_blank">https://t.co/xCA4oPWrXX</a> - maybe 5% of the base, with less active</noframe>

22.36 In his brief hands on with the new iPhone 6, Matt Warman says the crucial difference between this and previous models is in design:

Thinner, more powerful, gorgeously light but larger and infinitely more elegant, it is the phone that the iPhone 4 or 5 maybe should have been to stop the Android tide in its tracks.

22.05 The Telegraph's US Business Editor Katherine Rushton reports that investors are disappointed that the Apple Watch requires an iPhone to work, leaving shares in the company down more than 1.3 per cent in afternoon trading in New York.

However, the event was far from disastrous, with shareholders reserving their excitement for Apple Pay, a ground-breaking new payments system which Apple hopes will do away with old-fashioned wallets in favour of a ground-breaking new payments system.

The company has already signed up major banks and retailers in the US, ranging from JP Morgan Chase to McDonalds, and will launch the scheme next month. However, it has some work to do before it launches a full-scale operation in Britain. If it goes well, it could present a major threat to online payments systems like PayPal, and help to reinforce Apple’s already strong ecosystem.

21.45 The Telegraph's Technology editor Matt Warman has published his verdict on the iPhone 6, iPhone 6 Plus and Apple Watch launch:

With the announcement of two new iPhones, a smartwatch and a massively ambitious mobile payments system, Tim Cook showed that Apple has emerged from the shadow of its founder Steve Jobs

21.39 The Telegraph's Fashion Editor Lisa Armstrong got an exclusive early look at the much anticipated Apple Watch ahead of the launch - here's her verdict:

21.26 Looks like Stephen Fry is getting Twitter abuse for being an Apple fanboi:

<noframe>Twitter: Stephen Fry - Just adore apple-haters. Imagine if people talked about Mercs or BMWs with such spewing bile! Funny old world. Apparently legal not to buy 1</noframe>

21.22 PocketLint has produced this very handy size comparison table, showing the relative size of the Apple iPhone 6, iPhone 6 Plus, HTC One (M8), Samsung Galaxy S5, LG G3 and Sony Xperia Z3:

<noframe>Twitter: Luke Edwards - Apple iPhone 6 and 6 Plus vs Android: The flagship showdown <a href="http://t.co/BXOlyvTmRq" target="_blank">http://t.co/BXOlyvTmRq</a> <a href="http://t.co/2AVfER8gsU" target="_blank">http://t.co/2AVfER8gsU</a></noframe>

21.12 Vodafone UK has confirmed that it will also be offering the iPhone 6 and iPhone 6 Plus

21.06 Marc McLaren, editor of Stuff.tv said:

The iPhone 6 would almost certainly have been the best iPhone ever, if it weren't for the fact that the iPhone 6 Plus, with its higher-res display and bigger battery, looks even better. Alright so, a 5.5in phone won't be for everyone, but sales of Samsung's Note devices proves there's a massive market for them.

And the Apple Watch? Well, it'd be fair to say that office opinion is divided over its design, but feature-wise it looks pretty special. Apple has clearly built the Watch UI from the ground up rather than trying to shoehorn iOS into a watch format as rival devices have done. If it works as well in reality as it does in the demos, it'll be a game changer for wearables.

21.01 Apple has not announced UK pricing for its smartwatch.

20.58 Apple has confirmed UK pricing for the iPhone 6 and iPhone 6 Plus:

Each will come in 16GB, 64GB and 128GB configurations, with the iPhone 6 starting from £539, £619 for the 64 GB version and £699 for the £128 model. The iPhone 6 Plus will retail from £619 for 16GB, £699 for the 64GB model and £789 for the new 128GB model.

20.46 Technology editor Matt Warman comments of the launch of the Apple Watch:

There are two lessons from this announcement: Cook is brave enough to enter a whole new category, because this is his Apple now. But the company is in fiercer competition than ever with its rivals, and some of them have watches on sale already. Apple leads the pack, and it knows it can’t afford to wait.

20.42 Apple has released official images of its iPhone 6 and iPhone 6 Plus:

20.37 Analysts at IHS said:

Apple aims to reset the wearable market and make 2014 year zero for wearables, as 2007 became the start of the true smartphone market because of the iPhone. But moving into a new category is a bold, expensive and risky effort. This Apple Watch is a first generation device, whether it is successful or not, Apple will aim to iterate and make it a must have companion for every iPhone owner.

20.30 Apple's full list of iPhone 6 and iPhone 6 Plus specifications are available here.

20.27 Commenting on Apple's share price duing the event, Ken Odeluga, market analyst at Cityindex.co.uk, said:

It was the announcement at the event of an ‘Apple Watch’ that finally removed the moorings from the share price, sending it another 1.5% higher from its initial gain of about 1.8% to a total of 3.3%.

The stock is currently posting a significant gain of 4.7% higher on the day, and crucially it does not appear to have displayed any material resistance on a daily basis. The Apple Watch meets expectations and then some. This is a strong Apple product.

However, Bloomberg recorded quite a different reaction, as Matthew Sparkes notes:

<noframe>Twitter: Matthew Sparkes - Amazing Apple share price reaction: down on Tim Cook's appearance, up on Pay announcement, down on Watch.... <a href="http://t.co/iojFyHzOMY" target="_blank">http://t.co/iojFyHzOMY</a></noframe>

Above: graph from Bloomberg tracking Apple's share price during the event

20.21 Three has also confirmed it is ranging the new iPhone 6 and iPhone 6 Plus.

20.16 Matt Navarra, social media director at The Next Web, has tweeted a list of UK prices, although this has not be verified by Apple:

<noframe>Twitter: #AppleLive Social - iPhone 6 UK Pricing:&#163;539 for 16GB&#163;699 for 128GBiPhone 6 Plus UK Pricing:&#163;619 for 16GB&#163;789 for 128GB<a href="https://twitter.com/search?src=hash&q=%23AppleEvent" target="_blank">#AppleEvent</a> <a href="https://twitter.com/search?src=hash&q=%23AppleLive" target="_blank">#AppleLive</a></noframe>

20.13 Technology editor Matt Warman gives his verdict on the event:

<noframe>Twitter: Matt Warman - So that's it: iPhone 6: bigger. Credit cards: redundant. Watches: updated. My money's on a payments revolution. <a href="https://twitter.com/search?src=hash&q=%23AppleLive" target="_blank">#AppleLive</a></noframe>

20.12 The Telegraph's fashion editor got a sneek peak at the iWatch at the end of last week and has already done a full review of the device which you can trad here: Apple iWatch: the fashion verdict

20.09 EE has confirmed that it is Apple’s partner for Wi-Fi calling in the UK. Pre-orders will commence at 08:01am on 12th September ahead of launch at 08:00am on the 19th September.

EE gave The Telegraph an insight into its work on WiFi calling earlier in the year and it's cooler than it sounds. Read more about it here.

20.07 Will Jones, buyer for tablets and computing at John Lewis, comments on the iPhone 6 and 6 Plus.

The iPhone 6 and 6 Plus' larger, higher definition screens mirror a trend we're seeing in the tablet market, where sales of 8" and 10" devices are rapidly overtaking their smaller-screen counterparts. As smartphones continue to take hold in almost every aspect of daily life, a bigger screen can give greater flexibility and a better user experience. It means more immersive movies, more vivid and enjoyable games, more comfortable typing and a larger, clearer interface for work tasks like emailing or reviewing documents.

20.03 As if by magic, we have a review of U2's Songs of Innocence ready to go: U2, Songs of Innocence: first review. The album is free on iTunes now.

20.00 Tim Cook invites attendees to get a hands-on with the device (more to follow from Matt Warman soon) and leaves the stage.

19.59 Jason Jenkins, director of content for EMEA at CNET, comments on the Apple Watch:

Apple’s watch seems more about ease of use than fashion. Other smart watches can be hard to figure out, but the control system Apple has come up with seems more logical. It does many of the things rival smart watches do, but the interface could be the clincher.

But what surprised me most is that it looks more like a piece of consumer electronics than the premium watch I was expecting. My gut instinct tells me to wait for the inevitably sleeker follow-up model, but there’s no doubt that Apple has laid the building blocks for a product that could come to define what a smart watch is.

19.58 It's available free on iTunes now

19.54 Bono is asking Tim Cook to send U2's new Songs of Innocence album out to all iTunes users in 119 countries for free. And he just did!

19.52 On Apple Pay, David Blackwell, Deloitte telecoms partner, says:

In the UK, the 40 million contactless NFC payment cards currently in use already address the desire to make small in-store payments quickly. It may well be the case that a mobile device manufacturer could take a big slice of the NFC payment market, but gaining the trust of consumers to handle payments securely will be a critical factor. Notwithstanding the convenience of having a smartphone that can be used to buy your sandwich or pay for your tube fare, Deloitte’s research suggests that – in the short term at least - people will still be reticent about using their phone as a form of payment.

19.49 Rob Hodges, Mobile Expert at Mobiles.co.uk, comments on the Apple Watch:

Taking the mobile industry by storm, wearable tech will be a future focus for all major smartphone manufacturers and Apple is clearly staking their claim with the Apple Watch. With the iPhone 6 offering Touch ID, NFC payments and an improved Wi-Fi chip, this could be the next revolutionary area for the company.

The Apple Watch demonstrates that the firm is taking clear focus on wearables, which represent a whole new arena for Apple to shine - the new Apple Watch iOS shows that Apple is taking their same innovative and ergonomic design to rival the existing Smartwatches and the Android Wear OS. The innovative digital crown on the side of the Apple Watch harks back to the iPod Clickwheel and could prove a valuable feature to set it apart from competitor models.

19.48 People are starting to react to the new devices on Twitter:

<noframe>Twitter: Matt Galligan - Hey, you remember that time where everyone called the iPad a big iPhone and said no one would buy it and it was useless?</noframe>

19.46 U2 is going to perform on stage right now at the Flint Centre for the Performing Arts

19.45 He's talking about the iTunes festival. Sam Smith is perfoming tonight in London. But U2 is in Cupertino!

19.44 Cook is rounding up now, from larger screens to Apple Pay to the personal Watch

19.43 Tim Cook claims it's the most personal device Apple has ever made

19.42 It will cost $349 (ouch) and will be available from early 2015

19.41 Works with iPhone 5s and 5c as well as iPhone 6 and 6 Plus

19.37 There is a digital 'ring' which shows you how close you are to reaching your goals for the day. There is also a dedicated workout app.

19.35 From people who want to measure their activity casually to professional athletes, the Watch encourages you sit less, move more and get some exercise - it records everything above a brisk walk

19.34 Tim Cook is back and talking about health and fitness. Apple's smartwatch lets you monitor all your activity throughout the day.

19.33 These are just a few examples - it's up to developers to come up with other use cases

19.32 A partnership with Starwood hotels means you can unlock your hotel room door by waving your watch in front of it. (That means it must have an NFC chip in it as well)

19.31 You can have customer notifications from social networks such as Twitter, and retweet or 'favourite' posts from your wrist

19.29 Slightly weird feature - the watch can read your heartbeat, send it to someone else's watch, and it will replicate your heartbeat using haptic feedback

19.27 Looks like HTC is enjoying the presentation:

<noframe>Twitter: HTC UK - Happy To Congratulate <a href="https://twitter.com/search?src=hash&q=%23Apple" target="_blank">#Apple</a> on joining the world of big screens! <a href="http://t.co/7nLUYAr4Nd" target="_blank">http://t.co/7nLUYAr4Nd</a></noframe>

19.26 Also Apple Maps - you can seach for locations using dictation, favourites or recent searches, and pan around using your finger.

19.25 There is a lot of Siri functionality integrated, so you can search for local film viewings for example using voice commands.

19.23 Reply to messages using dictation - you can either send a voice message or the iWatch will convert it to text, ot you can just send an emoji in response.

19.22 The watch has haptic feedback to notify you of events. It also 'pings'.

19.20 'Astronomy' watch face lets you make the moon your background, or the solar system.

19.18 Lynch shows that the device is touchscreen, so you can scroll through by swiping your finger. Alternatively, you can highlight bits of infomation by rotating the digital crown on the side of the device.

19.16 Tim Cook takes the stage once more, and introduces Kevin Lynch, vice president of technology at Apple, to give a live demo

19.14 It comes in two sizes and three distinct collections - including sport, standard and 'edition' (made from 18 carat gold)

19.13 A wide choice of watch interfaces and straps - some are very classy metal staps, others colourful plastic

19.11 We know you've been waiting for some pictures so here you go:

19.08 Smart replies and dictation let you respond quickly to messages. You can also share images, or something as subtle as your own heartbeat.

19.06 Now we have a video from Jony Ive. He's talking us through the dial, which Apple describes as a 'digital crown'. It can be used to scroll, zoom, and be pressed to return to the home screen.

19.05 "It's as much about technology as it is about style and taste," says Cook. "Apple thought not just about function but the way it looks."

19.04 It works using a dial on the side which allows you to scroll through content without blocking the screen

19.03 It has a brand new interface. Tim Cook says:

What we didn't do was take the iPhone and shrink the user interface and strap it on your wrist - that would be a terrible user interface

19.02 It also has health and fitness features

19.01 Accurate within +/- 50 milliseconds. Reflects your personal style and taste and works seamlessly with iPhone

19.00 The crowd is going wild

18.59 A video showing a smartwatch with a square screen and stainless steel. Lots of coloured straps - some look like they're stretchy with metal links and some rubber

18.58 It's the next chapter in Apple's story...

18.57 Tim Cook is back on stage now and he says he has "one more thing" to talk about. Can you guess what it is?

18.56 Eric Van der Kleij, Head of Level39, Canary Wharf Group, says:

The Apple Pay functionality of the iPhone6 is a powerful signal from a brand like Apple, and demonstrates that major hardware providers see huge potential in facilitating secure mobile payments. If the iPhone6 can entice more users to make payments using their mobile devices, this will help set standards and expectations for the industry, and should provide Apple with a healthy slice of the 'secure mobile payments' market. However, what we need to think of next is interoperability between 'competing' mobile wallets, ​ payment networks and retail banks. Proprietary markets may create market-places, but interoperability creates new, lucrative economies. This move, together with a new, healthier approach to innovative payment providers - such as allowing the BlockChain app back on the appstore - signals a major shift, and underscores Apple's genuine appetite for innovation.

18.53 Works in 220,000 retail locations in the US, including McDonalds, the Apple Store and Disney World.

18.51 Security at the core of Apple Pay - the credit card information isn't stored on the device. The transaction is between you, the merchant and the bank. "It's fast, secure and private," says Cue.

18.50 Apple's Eddie Cue is on stage now, explaining that Apple Pay integrates with Passbook

18.47 Tim Cook announces Apple Pay, which lets you pay by just touching your phone to a terminal in a shop, using NFC

18.46 People have dreamed of replacing their credit and debit cards for years, but mobile wallets have until now been a disappointment

18.45 Now onto payments: 200 million daily transactions in the US alone

18.44 Time to roll out some celebs (in a video at least) - Justin Timberlake and Jimmy Fallon

18.43 Apparently they're going with the slogan 'bigger is bigger'... err ok

18.42 Tim Cook is back on stage now

18.41 Both phones start to ship on 19 September in US, pre-orders from 12 September. iOS 8 will launch on September 17

18.39 iPhone 6 comes in gold, silver and space grey and starts at $199 on a two-year contract, iPhone 6 Plus starts at $299

18.35 iOS 8 has lots of great features including a new messages application with audio messages, and a new keyboard with quick type

18.34 The iPhone has become "the world's most popular video camera", according to Schiller. The new model can now take up to 240 frames per second

18.33 The iPhone 6 Plus has added optical image stabilisation, which works particularly well in low-light scenarios

18.30 Here's a great gallery of pictures from the iPhone launch so far.

18.29 8 Megapixel iSight camera with 'focus pixels' which can tell whether or not your picture is in focus - similar to an SLR camera

18.27 Apple is working with mobile operators around the world to offer voice-over-LTE and voice-over-WiFi. That means you can make calls and send texts over 4G and/or WiFi. EE has been making a big deal about this recently, and will be one of the UK carriers of the iPhone 6

18.26 M8 motion chip and built-in barometer, which can be used in the new Health app, to measure how many stairs you climb each day, and also integrate with Nike's fitness app

18.24 Larger display, thinner design, incredible performance - and equal or better battery life than every metric of the iPhone 5s

18.23 The demo guy is really enjoying this game. He says he's thrilled about the performance possible on the iPhone 6

18.21 Stephan Sherman, co-founder of gaming company Super Evil Megacorp, is now on stage, talking about Vain Glory - emphasising the iPhone 6's graphics for multi-player gaming. They look amazing to be fair.

18.18 64-bit chip with 2 billion transistors (double the number in the iPhone 5s), up to 25 per cent faster CPU, up to 50 percent faster graphics performance

18.16 App store has 1.3 million applications - Schiller says they will just work, even if they haven't been updated for the larger screens

18.14 Multi-tasking on the screen thanks to iOS 8 - a lot of people have been waiting for that.

18.12 These phones are thinner than anything Apple has ever made: the iPhone 6 is just 6.9mm thick

18.11 New generation of Retina screen. Ion-strengthened glass, improved polariser, liquid crystal display and ultrathin backlight

18.10 They're called the iPhone 6 and the iPhone 6 Plus, says Phil Schiller, Apple's senior vice president

18.09 A video is showing off two very slim devices. They look exactly like the leaked pictures we've seen so far.

18.08 Today, he says, is the biggest launch in the history of iPhone, he couldn't be more proud

18.07 Last year we announced two iPhones for the very first time. They built on the vision of the original iPhone but went further

18.05 Tim Cook is on stage: "we've had some of the most important introductions in Apple's history on this stage". (They keynote is being translated into Chinese)

18.02 A video is playing in the auditorium, apparently Tim Cook is late. Perhaps he should get a watch!

17.59 The live stream from Cupertino seems to have crashed... good start

17.58 Just two minutes to go!

17.56 Singaporean newspaper The Straits Times tweets from inside the venue:

<noframe>Twitter: The Straits Times - We're in and just minutes away from what is likely the launch of new iPhones &amp; wearables. <a href="https://twitter.com/search?src=hash&q=%23Apple" target="_blank">#Apple</a> <a href="https://twitter.com/search?src=hash&q=%23AppleLive" target="_blank">#AppleLive</a> <a href="http://t.co/zbHB0VEG7W" target="_blank">http://t.co/zbHB0VEG7W</a></noframe>

17.55 Commenting on the rumoured inclusion of a mobile wallet with the iPhone 6, Mark Prior-Egerton, solutions marketing manager at The Logic Group, says:

While there has been the impetus within the industry to make wallets an everyday reality, consumer interest doesn’t seem to quite have been piqued just yet; even with the likes of Google, PayPal and Amazon bringing their products to the table. Apple, however, has the brand recognition, customer base and infrastructure to really push digital wallets to the next level. Coupled with its reputation as a technology kingmaker and the safe money would be on us seeing a real explosion in mobile wallet usage in the coming months.

17.47 Stephen Fry is reportedly in California for the big event, along with Rupert Murdoch, Gwen Stefani, Dick Costolo and Dr Dre:

<noframe>Twitter: Stephen Fry - We&rsquo;ll, can&rsquo;t deny it any more. I&rsquo;m in Cupertino, CA. At the Flint where the iMac was launched and today &hellip; ? We&rsquo;ll soon see!</noframe>

<noframe>Twitter: Gwen Stefani - On my way to apple launch w dr dre â&scaron;¡ï¸ð&Yuml;&permil;ð&Yuml;ð&Yuml;&lsquo;ð&Yuml;&lsquo;ð&Yuml;&lsquo; gx <a href="http://t.co/V6YxjICBrS" target="_blank">http://t.co/V6YxjICBrS</a> <a href="http://t.co/PyKQgD7kD3" target="_blank">http://t.co/PyKQgD7kD3</a></noframe>

<noframe>Twitter: Rupert Murdoch - In Silicon Valley . What a different perspective one gets. Optimism, risk, brilliance, innovation at all ages. Success, failure, no fear.</noframe>

17.38 It is thought that Apple's launch of a smartwatch could transform the wearable technology market. A recent study by Acquity Group, part of Accenture Interactive, found that 5 per cent of consumers planning to purchase in the next year for a total of 8 per cent adoption by the end of 2015 and a total of 25 per cent planning to own in the next five years.

However, Apple will face stiff competition from the likes of the Samsung Gear S, Sony SmartWatch 3 and LG G Watch R. Matthew Sparkes rounds up the iWatch Rivals here.

Above: Samsung Gear S

17.33 Technology editor Matt Warman is queuing to get into the event in Cupertino:

<noframe>Twitter: Matt Warman - Toilet queues at apple launch: 19 men, 4 women. Just so you know.</noframe>

17.30 Just 30 minutes to go until Tim Cook takes to the stage

17.27 Should Apple reveal its much fabled iWatch at its 'special event' this evening, the product will be the first launched under chief executive Tim Cook, who took over from Steve Jobs in August 2011. Read Rhiannon Williams' analysis of the man behind the brand.

17.23 A key focus for Apple in their latest iPhone models has been to address one of the biggest issues for smartphones – battery life. Mobiles.co.uk (owned by Carphone Warehouse) predicts that the new iPhones will offer either 1810 or 2915 mAh capacity batteries, combined with a low-power dual core processor, meaning that battery life will be greatly improved from previous models.

17.17 With so many hilarious iWatch parodies emerging on Twitter, The Telegraph team have put to a gallery of our favourites. Here are some highlights:

Above: @IDyball got his hands on an early model with prominent 3D and Apple's trademark 'bite missing' design

Above: @Ihnatko tweeted this Bono-centric image, though we think the design lacks a bit of Edge

17.11 Android, Windows Phone and BlackBerry fans are probably feeling fairly non-plussed right now.

17.10 Apple fans around the world are starting to salivate...

17.05 With the start of the event less than an hour away, momentum is starting to build over in Cupertino:

<noframe>Twitter: Tim Cook - Looking forward to a great day in Cupertino! Join us at 10am Pacific. <a href="https://twitter.com/search?src=hash&q=%23AppleLive" target="_blank">#AppleLive</a></noframe>

<noframe>Twitter: Philip Schiller - Almost time!! :-&#62;<a href="http://t.co/jNrtwjYQCS" target="_blank">http://t.co/jNrtwjYQCS</a> <a href="https://twitter.com/search?src=hash&q=%23AppleLive" target="_blank">#AppleLive</a></noframe>

17.02 The HealthKit aspect of iOS 8 has piqued the interest of some GPs in the UK, who welcome the ability to track patients' data such as calorie intake and steps walked. However, some are sceptical about how it will work. Dr. Rakesh Kapila, practitioner at SKGP Clinic, said:

The key to its usefulness will lie in the accuracy of data collected through reliable medical grade sensors and interpretation by a doctor who can turn it into useful advice.

Lloyd Price, co-founder of health app Zesty added:

Even under the circumstances that a doctor is remotely monitoring a users data the service will require a robust infrastructure that simply does not currently exist. Furthermore Apple will need to integrate into doctors/healthcare professionals existing systems to be of benefit to most users in the UK. Apple's solution is undoubtedly a big step forwards in terms of health tracking, however a lot of work still needs to be done before we have a complete healthcare solution.

16.47 Over in Regent Street, it appears our Hungarian friend has woken up, and the TaskRabbit lady has switched places with a colleague:

16.32 A number of people are speculating about when the new devices will be available to buy and how much they will cost.

A September 19 release for the iPhone 6 seems likely. This follows the trend set by the previous model, the iPhone 5s, which was unveiled on 10 September 2013 and was available to buy just ten days later. It is thought the 4.7-inch version will cost roughly the same as the iPhone 5s, which starts at £549.

Rumours suggest that the 5.5-inch iPhone will begin shipping several months later, due to difficulties with producing in-cell touch panel technology for devices of that size. The price tag is also likely to be higher.

The iWatch is harder to predict. If it is announced today, it will probably be available either alongside the iPhone on September 19, or later in 2015. There has been a lot of debate about how much people will be willing to pay for a smartwatch that will effectively be dependent on the iPhone. What do you think?

16.27 According to CompareMyMobile, today has seen a 97.12 per cent spike in iPhone 4 16GB trade-ins, as owners rush to get the maximum money possible for the older model. Trade-ins of the iPhone 5 16GB model have risen by 57.14 per cent, compared with a 35.29 per cent spike in 4S 16GB trade-ins.

Above: Apple iPhone 4

16.22 An interesting aspect of today's event could be how much emphasis Apple puts on fashion. Earlier this week, Reuters reported that Apple has invited top fashion editors and bloggers in unprecedented numbers – further evidence that the iPhone maker is preparing to take the wraps off a smartwatch.

The wearable technology industry has been criticised in the past for failing to recognise the importance of fashion. Is Apple's senior vice president of design, Jony Ive, capable of turning this around?

16.10 If you're an Apple aficionado, you may also like to take a walk down memory lane with our gallery of previous iPhone launches.

16.02 And with just under two hours to go until the big event, here's a reminder of all the latest rumours around the iWatch and iPhone 6.

15.59 The Telegraph's Matthew Sparkes has been testing out The Verge's theory about iWatch and autocorrect and he's not convinced:

<noframe>Twitter: Matthew Sparkes - It seems that if you type "iwatch" in iOS it autocorrects style to "iWatch". A fact which I present without comment. <a href="http://t.co/ZQTkfEZFwG" target="_blank">http://t.co/ZQTkfEZFwG</a></noframe>

15.52 One of the more persistant iPhone 6 rumours is that its display will be made of sapphire glass – a synthetically grown crystal currently used in the iPhone 5s’ home button and camera lens cover. Apple recently opened several sapphire glass plants in partnership with GT Advanced Technologies, fuelling speculation they're planning to use the material in larger quantities for future products – which could include the iWatch.

Sven Boddington, vice president of global marketing and client solutions at Teleplan, said that while consumers are rejoicing in a new, tougher screen on the iPhone 6, the after sales market is preparing for new requirements for repairing this model:

Until now iPhone devices have relied on Gorilla Glass, a relatively inexpensive and easy-to-source material which is widely used in the after sales repair market. While the sapphire glass is harder wearing, it’s not human-proof, and it is both much more expensive and harder to source. We’re talking about something that is certainly much more scratch resistant, but not smash resistant. I don’' doubt for a moment that this phone will be tested to its limits within moments of launch – remember those who believe the iOS7 update made their phones waterproof?! – so those supplying the new device must be prepared for repairs.

15.43 A good spot here from The Verge's Ross Miller: if you try to type "iWatch" in iOS you're told it's a mistake. Maybe this will be fixed in iOS8, or maybe the smartwatch isn't called iWatch after all. Stay tuned.

<noframe>Twitter: Ross Miller - If it's actually "iWatch," no one has told iPhone autocorrect yet <a href="http://t.co/jw7gIxEFwD" target="_blank">http://t.co/jw7gIxEFwD</a></noframe>

15.41 Designer Nik Levantis has pointed out that the temporary structure that has popped up in front of the Flint Centre for the Performing Arts looks a bit like a watch from the air. Could it be a sign?

<noframe>Twitter: Nik Levantis - Doesn't it look like a watch? <a href="https://twitter.com/search?src=hash&q=%23apple" target="_blank">#apple</a> <a href="https://twitter.com/search?src=hash&q=%23AppleEvent" target="_blank">#AppleEvent</a> <a href="https://twitter.com/search?src=hash&q=%23AppleKeynote" target="_blank">#AppleKeynote</a> <a href="http://t.co/6O48l9M6fI" target="_blank">http://t.co/6O48l9M6fI</a></noframe>

15.36 Back at Regent Street in London, Bonnie Carr from TaskRabbit tells The Telegraph why she's already queuing for Apple's new devices:

15.32 Apple hasn't always been keen on large phones. In fact, the original ad for the iPhone 5 claimed it was the perfect size:

Will Apple be eating its words this evening?

15.20 Among the more intriguing features of iOS 8 are HealthKit and HomeKit. A recent poll of 6,000 consumers in Australia, Canada, India, South Africa, the UK and the US by Accenture found that more than half of consumers (52 per cent) are interested in buying wearable technologies such as fitness monitors for tracking physical activity and managing their personal health.

Moreover, more than half of consumers (52 per cent) who plan to buy a traditional smartphone indicated they’d prefer a ‘phablet’ (a device with smartphone and tablet PC functions). A 5.5-inch iPhone 6 would fall into this category.

Above: MacRumours has knocked up this size comparison alongside the current 5s and iPad Mini

15.11 It's just after 7am on the West coast of the United States and Silicon Valley is starting to wake up:

<noframe>Twitter: Matt Warman - On the press bus to Cupertino from San Francisco for iPhone 6 launch, where jetlag meets coffee.</noframe>

15.09 Commenting on Apple's position in a recent research report, Forrester analysts James McQuivey and J. Gownder say:

Apple has received a great deal of criticism for its lack of innovation since the death of co-founder and CEO Steve Jobs in 2011. According to this popular critique, Apple hasn’t come up with a new product since the release of the original iPad in 2010, and this fact somehow indicates that the company can’t succeed in the post-Jobs era. One journalist even penned a book, Haunted Empire, suggesting that Jobs was irreplaceable and that Apple was essentially destined for decline. We’re not buying it. Apple’s iWatch category launch will be one of its most important and brand-reinforcing launches in years. The company will then watch as everyone else refuses to be caught by surprise.

15.00 We've now got three hours to go before Apple's 'special event' in Cupertino. Are you getting excited yet...?

14.54 Some excellent parody iWatch images are popping up on Twitter:

<noframe>Twitter: Joey Ellis - The new iWatch looks amazing. I can't wait! <a href="https://twitter.com/search?src=hash&q=%23AppleEvent" target="_blank">#AppleEvent</a> <a href="https://twitter.com/search?src=hash&q=%23AppleKeynote" target="_blank">#AppleKeynote</a> <a href="http://t.co/QJvcHI9x51" target="_blank">http://t.co/QJvcHI9x51</a></noframe>

<noframe>Twitter: Fat Cyclist - Feeling honored to be among the select few to be allowed to beta test the new <a href="https://twitter.com/search?src=hash&q=%23iWatch" target="_blank">#iWatch</a>. <a href="http://t.co/lQf1MGx3NF" target="_blank">http://t.co/lQf1MGx3NF</a></noframe>

14.40 Commenting on the iPhone 6 as a mobile wallet, Forrester analyst Thomas Husson says:

For years, I have always claimed Apple would not launch an NFC device until it would be in a position to enable a differentiated contactless experience. Add new partnerships with payments providers, TouchID, iBeacon, and consumer credit card data from its iTunes’ accounts, and timing looks better than ever for a streamlined experience at the point of sale.

14.35 One of the most highly anticipated features of the iPhone 6 – and potentially the iWatch – is a mobile wallet function that would allow users to make mobile payments in shops with the touch of a finger.

For this to work, the new iPhone would need to contain a near-field communication (NFC) chip – similar to those used in Oyster cards and contactless credit and debit cards. iPhone owners could to use this, together with the device's fingerprint reader, to make secure payments by simply touching their iPhone to a terminal in a shop.

14.21 The Telegraph has put together a video summing up all the rumours around today's launch in 60 seconds:

14.08 Apple's rumoured wearable device may not be called the iWatch if this website is anything to go by. In July 2007 Apple paid entrepreneur Michale Kovatch one million dollars for the domain name iphone.com. Surely Apple would have bought iwatch.com by now if iWatch was going to be the name of its smartwatch?

14.00 Time for some pictures! Unlike the iPhone 6, next to no 'leaked' photos of the iWatch have surfaced online, leaving designers' imaginations to run wild in creating weird and wonderful concept images. So what do you think the iWatch will look like?

Above: This iWatch mock up echoes a traditional wristwatch design, with an iPod nano-esque screen. Photo: WIRED.COM

Above: One of the earliest mock ups of how the iWatch may look, sporting a transparent frame and modest display. Photo: CULTOFMAC.COM

Above: A round face has emerged as the most popular in the Android smartwatch arena, but will Apple decide to follow this trend? Photo: cafeios.net

Above: This realistic design borrows much from the aesthetics of the iPhone, its width and large screen making it look more like a wristband wearable than a traditional watch Photo: Ciccarese Design

13.48 Analysts at eMarketer estimate that iPhone users will account for 30.5 per cent of all smartphone users in the UK in 2014, up from a 29 per cent share in 2013. Android users will represent 53 per cent of UK smartphone owners, up from 49.6 per cent in 2013.

In the US, the iPhone accounts for 40 per cent of all US smartphone owners, and eMarketer estimates that share will rise to 41 per cent in 2014. Android users comprised 50.5 per cent of all US smartphone owners in 2013 and are expected to account for 51.6 per cent by the end of 2014.

13:38 The Apple Store is down. This is a regular occurrence for new launches – on the day of the event the website shuts up shop. A long time ago it may have been for technical reasons, but it seems unlikely that would still be the case. Perhaps it's just to stop disappointed customers who haven't done their research from buying an iPhone 5s minutes before the new one is unveiled. In any case, it's traditional, and it's just happened.

The Apple.com homepage also features a countdown clock:

13.29 Apple product launches often cause investors to question whether the business can sustain its juggernaut momentum. More often than not, they ask whether Apple is still innovating fast enough, says The Telegraph's US Business Editor Katherine Rushton:

Many shareholders feared Apple would lose its magic touch following the death of Steve Jobs. In some ways, their fears were well–founded: the iPod, the iPhone and the iPad all followed each other in quick succession, but Apple has taken considerably longer to come up with the next ground–breaking device.

In other ways, it doesn't matter anymore. Steve Jobs' successor, Tim Cook, has helped push the company to record sales of the iPhone and helped to stoke demand in China, for example by forging a tie-up with China Mobile, the world's largest mobile carrier – something that had always eluded Apple in the past. He has also been buttering up investors with share buybacks and dividends, while retaining a huge war chest to buy out any up-and-coming rivals.

12.55 Last week, iPhone fans began to camp outside Apple's Fifth Avenue store in New York, in anticipation of the iPhone 6 launch. Today a small queue has also started to form outside Apple's Regent Street store in London:

Two tents have been erected. First in the queue is a woman called Bonnie Carr from TaskRabbit, an online and mobile marketplace that allows users to outsource small jobs and tasks to others in their neighbourhood. The second tent belongs to a Hungarian man who is currently asleep.

The whole thing reminds Deputy Head of Technology, Matthew Sparkes, of the day, seven years ago, when he interviewed the people waiting for the first ever iPhone:

<noframe>Twitter: Matthew Sparkes - It's 7 long years since I interviewed the people queuing for the first UK iPhones. And I *still* don't understand it. <a href="http://t.co/V22Mnp47Jm" target="_blank">http://t.co/V22Mnp47Jm</a></noframe>

12.08 Unlike some previous Apple launches, which were veiled in secrecy, the iPhone 6 has been widely leaked ahead of time. We've seen lots of photos and videos: some were obvious fakes, others were more compelling. One of the most interesting is this long video clip which has been on YouTube for several days and amassed 1.8m views. It looks genuine, but the fact that it hasn’t been removed by YouTube because of a complaint from Apple would point to it being a fake. Unless it’s a deliberate leak, of course. Nonetheless, it’s worth a look. We’ll find out in around six hours if it was accurate.

11.41 The new iPhones will run a new version of Apple's mobile operating system called iOS 8, which the company first unveiled at its WorldWide Developers' Conference (WWDC) in June. So far, only a selection of developers have had a chance to put its through its paces.

iOS 8 includes a powerful new feature called HealthKit to monitor your health which will tie together data from fitness trackers and things like blood pressure sensors. It also includes HomeKit, which can control a wide range of home automation devices like lights and central heating.

Above: Apple has released provisional images of what iOS 8 could look like

The Apple logo at its 5th Avenue location in New York

11.22 We're just over six and a half hours away from the start of Apple's 'special event' at the Flint Centre for the Performing Arts at De Anza, where Steve Jobs unveiled the original Mac 30 years ago.

Rumours suggest there will be two new iPhones, one with a 4.7-inch screen and a larger 5.5-inch model. Read all the latest rumours on the devices here and see our gallery of 'leaked' images and artistic impressions here.

Apple is also expected to stake a claim on the wearables maket today with the launch of an iWatch. It is thought the wrist-worn device will play music, receive calls and send emails. Read all the latest rumours about the device here and see a gallery of artistic impressions here.

10.40 Think you know everything there is to know about the iPhone? Take the Telegraph's iPhone quiz to find out.

Above: evolution of the iPhone through the ages

09.25 It's the calm before the storm here on the technology desk. Matt Warman is in the US, waiting for this evening's launch event. In the UK we have Matthew Sparkes, Sophie Curtis and Rhiannon Williams covering the latest news and manning the live blog, with additional content from Curtis Moldrich and Harry Parkhill. Stay tuned.

<noframe>Twitter: Matthew Sparkes - The <a href="http://www.twitter.com/TelegraphTech" target="_blank">@TelegraphTech</a> desk, ready for the long-haul today with iPhone and iWatch launch... <a href="http://t.co/zCRSDdvI3q" target="_blank">http://t.co/zCRSDdvI3q</a></noframe>

<noframe>Twitter: Sophie Curtis - On your marks Apple fanbois, it's iPhone 6 launch day! Follow the news as it happens on the <a href="http://www.twitter.com/TelegraphTech" target="_blank">@TelegraphTech</a> live blog <a href="http://t.co/eB2hDQzkIR" target="_blank">http://t.co/eB2hDQzkIR</a></noframe>