1:43 p.m.: Cook returns to show off new ads featuring Justin Timberlake and Jimmy Fallon. Funny stuff.
1:38 p.m.: Schiller says the front-facing camera has improved, too. It lets in 80% more light, and also includes better face detection for selfies. Because selfie technology is critical. The iPhones will be available in gold, silver and space grey.
The iPhone 6 starts at $199 for the 16 GB model, $299 for a 64 GB model and $399 for a new 128 GB model. The iPhone 6 Plus starts at $299, going all the way to $499.
1:35 p.m.: Schiller says video capture has been advanced, adding 1080p video at 60 frames per second. Users can also capture slo-mo videos up to 240 frames per second.
1:30 p.m.: The new 8-megapixel iSight camera gets a new sensor and focus pixels, which reads the light coming in and out for fast auto-focus found on high-speed DLR cameras, Schiller says.