Comedian, writer and broadcaster Stephen Fry looking suitably Californian
Musician Will.i.am stands awkwardly close to Apple's head of retail and online stores Angela Ahrendts
Gwen Stefani makes her way out of the building (left)
Beats chief Jimmy Iovine (and one-time U2 producer) leaves the Apple iPhone launch
U2 play as the closer for the event, announce free iTunes-exclusive album "Songs of Innocence"
Gwen Stefani and Beats' Dr Dre enroute to the iPhone 6 launch. In a private jet of course. Slash Gear suggests the man sitting with his back to camera is Trent Reznor of Nine Inch Nails.
Apple co-founder Steve "Woz" Wozniak was spotted walking into the event.
TV practitioner Dr Oz has been spotted at the Apple event, leading to heavy speculation of a health component to the presentation.
Self-confessed geek Stephen Fry has confirmed he is at the event.
As a presenter, perhaps?
We’ll, can’t deny it any more. I’m in Cupertino, CA. At the Flint where the iMac was launched and today … ? We’ll soon see!— Stephen Fry (@stephenfry) September 9, 2014
Academy Award nominee CoCo Lee, who was nominated for Best Original Song "A Love Before Time" from "Crouching Tiger, Hidden Dragon" tweets as she travels to the launch