Live coverage from Apple’s “It’s Only Rock and Roll” event.

View the complete rumour roundup for this event here.

Newest updates towards the bottom, refresh for updates

  • Event beginning in 30 minutes, media being rolled into event.
  • UK media getting a run down of European media initiatives.
  • iPhone 3GS available in over 40 EMEA countries
  • Apple retail store expected to open in France before years end
  • Main Apple event set to begin soon.
  • Steve Jobs on stage.
  • Steve Jobs emotionally thanking Tim Cook, Apple community and organ donors.
  • 30 Million iPhones sold in just over 2 years.
  • iPhone OS 3.1 available today for iPhone and iPod touch users.
  • Genius now available for apps in the App store.
  • 30,000 ringtones available on the iTunes Store, available for $1.29
  • iTunes the number one music retailer in the world
  • 8.5 billion songs sold worldwide
  • 100 million accounts active on iTunes
  • iTunes store has been refreshed in iTunes 9
  • Genius Mixes are like great radio stations
  • Improved iPod and iPhone syncing, artist, genre now available for syncing
  • Events and Faces can now be synced from iPhoto as well as albums
  • App organisation available in iTunes during sync
  • iTunes LP is “cocktail”
  • iTunes LP includes extra content: videos, photos, track lists, credits.
  • Jeff Robbin on stage for demo of iTunes 9
  • Wishlists now on iTunes store
  • Send a link to Facebook or Twitter right from iTunes store
  • Phil Schiller talking about the iPod
  • 220 million iPods sold so far
  • 73.8% market share in the US
  • 20 million iPod touch units sold
  • Genius mixes also on the iPod touch, automatically created playlists of songs you’ll love
  • App demos.
  • Talking about iPod price cuts.
  • 32GB and 64GB iPod touch include CPU and RAM upgrades.
  • iPod classes now available in 160GB for $249
  • iPod shuffle available in five colours
  • iPod shuffle $59 for 2GB, $79 for 4GB
  • Special edition iPod touch $99 for 4GB, stainless steel.
  • One more thing…
  • Video in the new iPod nano
  • FM Radio and pedometer now built into the iPod nano
  • iPod nano, 8GB for $149, 16GB for $179
  • Live performance from Nora Jones
  • Event finished.