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• The line

  

  Journalists and guests of Apple crowd in front of the California Theater an hour before the event.

• Setting the stage

  

  A large Apple logo illuminates the stage before the event begins.

• And we're off

  

  Tim Cook enters to applause from the crowd.

• High praise indeed

  

  Tim Cook notes praise for the new iPod touch.

• Schiller in the wings

  

  Phil Schiller waits just off stage while a new Apple ad plays for the audience.

• Goofing around

  

  Phil Schiller sticks his tongue out after a joke draws laughs from the crowd.

• iMac, revisited

  

  Apple's new iMac appeared to be impossibly thin... until Phil spun it around to reveal the aggressively curved back panel.

• The reveal

  

  The crowd broke into huge applause and cheers for the new iPad mini.

• Assessing the competition

  

  Schiller compared the new iPad mini directly to the competitive Nexus 7 — a rarity for Apple.

• Job well done

  

  Phil smiling at the thunderous response to the new iPad mini.

• Thank you

  

  Tim Cook salutes the Apple employees sitting in the theater's balcony.

• Hands-on frenzy

  

  Journalists crowd into Apple's small demo area to try the new iPad mini.

• iMac alone

  

  The new iMac tempts members of the media as an Apple employee stands by to explain its features. It drew no interest until the end of the event, though — most everyone rushed to the iPad mini.

• Retina revealed

  

  An Apple employee gestures at the new 13-inch MacBook Pro with Retina Display during the hands-on period.

• The iPad mini

  

  By all appearances, Apple has another hit on its hands — the crowd was captivated by the iPad mini in the demo area.