Apple CEO Tim Cook has stepped out on stage, sporting his normal uniform of jeans, button-up shirt and sneakers. The look among Apple execs -- and most people in Silicon Valley -- is super casual.
He's also wearing a sweater on top. It's a little chilly this morning in SF.
Cook: Welcome to SF. What you just saw on that video was the opening of our latest store in West Lake, China...It is an incredible place and it's a gorgeous new design.
I know everyone is very fixated on the Apple Watch and its price details, but for me, the pressing question is -- Will we see more than simple Intel Broadwell updates for a few Mac computers?
Cook: It's the perfect place to experience our products, open, bright and of course with a great team.
Photo shows almost no walking space in store. Totally packed
Cook: We are really proud to have this fantastic new home in China. We've opened 6 new stores in China in last 6 weeks. Now have 21 new stores in China. Have very aggressive plan to be at 40 by mid-next year. 453 stores worldwide now.
Cook: Over 120M customers visited our stores last quarter.
Cook: I am so incredibly proud of our retail and all the great things they do for our customers.
Since his first time leading one of these events a couple of years ago, Tim Cook has clearly become a better public speaker -- much more comfortable and casual on stage.
Cook: Customers love to stream their favorite movies, their favorite TV shows, their favorite photos to the big screen. Adding more and more content each day.
Cook: One channel I'd like to talk about this morning, and that's HBO
Cook: We loved HBO. Over the years they have created groundbreaking shows. Really become a part of our culture and shaped our cutlure.
HBO has been a big hole in the Apple TV lineup, plus nice to see a CBS News logo up there.
Cook: On April 12, the return of "Veep." "Silicon Valley." (listing a bunch of shows). And of course one of our favorites, "Game of Thrones." (Huge cheers for that)
Cook: Today HBO CEO Richard Plepler is joining us and he's got some exciting news about HBO.
Very interesting how this is all starting with Apple TV.
Plepler: On behalf of all of us on HBO, let us return your compliment by saying we love Apple.
With HBO, and the future ability to subscribe a la carte, it's really a solid step forward towards cord-cutting.
Plepler: We are thrilled to be here this morning to announce our standalone streaming service, HBO NOW. Apple is our exclusive partner at launch
Plepler: When you subscribe to HBO Now, access to all acclaimed programming, past present and future.
Plepler, all you need to get HBO NOW is a broadband connection and Apple device
People have been asking for standalone HBO for years -- I can hear people calling their cable companies to cancel right now.
Plepler: Can watch on big screen or iPhones and iPads. Introducing in early April for $14.99 a month. If you subscribe in April, you'll get the first month free and have it in time for premiere of "Game of Thrones."
Plepler: HBO is known as great content. Exclusive look for brand new Game of Throne trailers.
(I hope no spoilers! I've just started the show and am not up to date. Though I've heard weddings are bad news)
Here's the trailer. I'm not going to describe it b/c I have no idea who these people are. (I know, I know. *hangs head in shame*)
Apple shares not doing much as the event starts. Shares up less than 1 percent, or 77 cents to $127.37.
Apple's TV hardware is three years old. We were hoping for an update today, but it's not looking likely.