Apple event launch live blog: all the latest news on Apple's new TV platform

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 You can watch the Apple ShowTime event from 10am PDT (5pm GMT, 1pm EST) - see how on our dedicated 'How to watch the Apple March event live' page.

The latest Apple event - the one that's almost certain to see Tim Cook unveil a new streaming service from the Cupertino brand - is now merely hours away from beginning.

Last week gave us a huge amount of new products from Apple; we saw the Airpods 2, the iMac 2019 and 2019's iPad Air and new iPad mini - all of which preceded the 'big event' this week.

It was an interesting move from Apple, which usually would have certainly brought media down to see such a plethora of new hardware unveiled to the world. Instead, it seems the much-vaunted streaming service, along with a news and magazine subscription platform as Apple pushes more into the world of services.

We're going to be bringing you all of the action as it's unveiled at Apple's Cupertino Steve Jobs Theater, complete with analysis and reaction on all the announcements as they happen. Keep refreshing the page below to get the latest morsels of juicy gossip.

All times in US Pacific Time (PDT)

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10.18 - 'Nobody has ever made digital magazines as gorgeous as this'.

Oh, there's more in there as well, with things like The Skim and Vulture being bundled as well. The LA Times is in there as well - if you're into that.

Also there's the Wall Street Journal on offer as well, if you subscribe. 

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10.16 - We're seeing all the different ways we can use this now - you can tap on cover headlines to see what's happening in each issue. No need to leaf through looking for the feature and getting caught on perfume samples.

You can open the same article on an iPad as well, with an adaptation to the new  size of screen to show off the photography better.

I mean, this is fine, but we're just looking at magazines on a tablet. This is hardly a new feature - let's see if the subscription model helps.

We're back to Rog.

10.11 - We just saw a lovely video about why journalists are amazing. Yes indeed. Now it's Roger Rosner, VP of apps at Apple is on stage, telling us that Apple has 3,000 magazines in Apple News+...

... wait, no, he meant 300. That could throw off a lesser man, but not Roger. He's steamrollering along.

Now we're looking at how the app looks differently. Apple News+ is definitely a subscription.

There's a thing called 'Live Covers', which is a moving photo basically. Under the 'how is a phone different to a piece of paper?' move.

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10.08 -  'Magazines tell stories that bring a new perspective'... that's the reason Apple is launching News+.

Bet this is going to have a cost associated with it, after what Tim said earlier.

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10.07 - Apple is bringing magazines to Apple News - that's the first bit of news here today. Tim says he loves the news stand for that reason... so Apple is trying to munch it up.

10.06 - Now we're talking about Apple News. Tim reading out a quote about how Apple News is designed to look for quality content over clickbait headlines.

5 billion articles read each month - Apple News is now the number one news app, apparently.

10.03 -  Talking about iCloud, Siri and Apple Maps. All the things that Apple does that isn't a bit of hardware. Apple Pay getting a nod too - Messages and FaceTime as well.

Basically, Apple is saying 'we're all about things that aren't hardware, honest. Remember iBooks?'

Tim is pointing out that some of them are paid for - 'We take the same approach at Apple with our services as our products: Easy to use, attention to detail and keep your information private and secure.'

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10.02 - Even though this is all about the services side of Apple's systems, we're hearing how great and integrated the iPhone is. That's totally hardware, Tim. 

10:01 - 'This is going to be a very different event' says Tim Cook. Oh no. 

'We're creating a great set of services - and that's what today is all about'.

10:00 - And we're off! There's a fun 'TV intro style theme, a '70s vibe 'featuring' the top hardware from Apple. 'Written by Apple Pencil' 'Director of Photography #shotoniPhone' etc.

09:56 - Speculation that the AirPower wireless charging pad could finally be shown off today. Seems unlikely we'll get getting any hardware at this services event.

09:53 - Tim Cook is back, getting down wit' the emojis:

09:50 - Ten minutes awat now and there's Beats One pumping around. Things are starting to hot up. You know when the dulcet tones of Zane Lowe appear that a night of pure magic is in the offing.

09:43 - Just time for another recap of what we're expecting, what might happen and what probably won't be coming:

• Apple will almost certainly announce a new streaming service to take on Netflix - with a boatload of original content signed up too.
• News and Magazines subscriptions could well be combined with Apple Music to make it a more alluring platform to join. This could cost a little more than the basic Music subscription.
• An update to Apple Music in some way seems likely as this a show about Apple services in general - at the very least, something of an update on subscriber numbers.
• New hardware? Not this time. We've heard rumors of true wireless Beats headphones, but this would be a very odd time to launch them.

09:37 - Apple execs are apparently wandering around outside at the moment, as the event is down to just minutes away.

Tim Cook's done his traditional 'I CAN'T WAIT FOR THE EVENT' early morning Tweet. You just know that man gets up at a grown-up time of the morning, even on his days off, just to welcome the day and prepare his thoughts.

09:00 - We're an hour away now from the launch, and we've just had another look at the survey - apparently most of you are looking forward to Tim Cook officially announcing his name will be changing to Tim Apple, to conform with the will of the POTUS.

(Apologies for the radio silence of the last hour - our site failed to save a few new updates. We're clear for the main event though, promise).

Just a reminder of some key pages to keep an eye on:

• Apple streaming service - everything you need to know
• How to watch the Apple event today
• Apple could launch a gaming service today too

07:45 - Let's go back to the Apple job board on LinkedIn and see what else we can dig up - oooh, Apple Aperture. That must be the name of the camera division.

Nope - there's nothing good in there. Let's head back to Caffe Apple... we've got a corker here:

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Going to go out on a limb and say that one's filled.

07:30 - It's now two and a half hours until the event kicks off, which means the buzz is likely beginning over in Cupertino. As you probably know, if Apple does go for a Netflix rival, it'll be big news.

But make sure you cast your vote in our special poll above - when I asked our Home Tech Editor Gerald to put it together, I hoped he'd make it a little more interesting.

07:15 - OK, there's no Head of Pranks. But there is a 'Caffè Macs iCup Supply Specialist'. 

What's iCup? Glad you asked:

"The Apple iCup service is specially designed to provide a fresh brew coffee to all Apple employees within their department. The iCup Supply Specialist is responsible for service and supply of this equipment and is also available on call during business hours of operation."

So there you go.

07:10 - Did you know that Apple chucked out a fake live stream last night, where security guards wandered across the stage, Chris Evans (AKA Captain America) calling in and other 'secret tidbits' offered up.

Oh Apple. You do love a bit of mischief. Thinking about it, that stunt would have cost a lot of time and multiple meetings within Cupertino. Does Apple have a Head of Pranks? To LinkedIn...

07:00 - It's the big day! If you're thinking that Monday is going to be another dull, hard  slog into the working week, then think again. There's an Apple event and it's going to be the start of something new for the brand: a streaming service, of all things.

Given it skipped a hardware unveiling event for iPads, computers and headphones, one has to assume that Apple is going go big on this one, as it ushers in a new era of services being more important than some devices.

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