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September 10, 2013 AT 10:30 AM
Apple's highly anticipated iPhone event is finally underway in Cupertino, California. We're expecting an action-packed press conference that will include the highly anticipated iPhone 5S and the new lower-cost iPhone 5C, but Apple began today's show in typical fashion by rattling off some key figures. After discussing Apple's seventh annual iTunes festival that just kicked off, CEO Tim Cook got the show rolling by discussing Apple's retail operations.