Today's the day.
Apple debuted a series of new updates and enhancements for its trademark line of technology products at a packed Bill Graham Auditorium in San Francisco Wednesday.
But the tech giant also took something away: The familiar 3.5 mm headphone jack. Adding features to keep up with the competition, Apple took a risk Wednesday, hoping people are ready to get rid of their wired headphones.
With Sia reminding guests how important music is to our lives, Apple introduced a new way to listen to tunes. The wireless headphones, which will be available for $159 starting in October, are called Air Pods.
"Up to now, no one has taken on the challenge to really define the audio experience wirelessly between your mobile device and your headphone, in a way to take advantage of a way to do something new and great," said Apple's Phil Schiller.
Michael Combs, of San Francisco, a current earphones user, was wowed.
"Wires keep us constrained sometimes, so it's nice to be able to not worry about them," he said.
Others didn't give a nod to the air pods.
"It's still going to be kind of awkward," said Dylan Mahoney, of San Francisco. "It's going to be odd with the pieces that come with it. I think I'll hold off until it's one piece entirely in the year."
The Cupertino-based company also rolled out a new Apple Watch, titled Series Two. Aimed at the runner, this device represents a partnership with Nike.
"When you go out for a run, you don't want to be distracted," said Nike President Trevor Edwards. So the Apple Watch offers "just what you need at a glance."
To that, Carolina Milanesi, an analyst with Campbell's Creative Strategies Inc., added: "It's focusing on what is really selling right now -- fitness" while also featuring a GPS capability.
Trying to boost sales of several gadgets at once, Pokemon Go is also headed for the Apple Watch.
The iPhone 7 starts at $649 dollars. Its larger counterpart will begin at $769, while the Apple Watch is priced from $369.
Here is NBC Bay Area tech reporter Scott Budman's live blog from the widely-watched Apple Event:
And, we wrap with Sia. Cool. Thanks for tuning in. I'm off to test some devices....
iPhone 7: $649 for 32GB
iPhone 7 Plus: $769 for 32GB
And, on cue, a demo of view games - all about improved graphics and sound.
This further solidifies mobile devices as solid gaming platforms. A big challenge to Xbox and PlayStation, because you already have a smartphone...
And, now onto iPhone performance.
New chip called "A10 Fusion."
Claiming 50% faster than previous chip - that will make gamers (and Millenials) happy.
More headphones - a line of 'phones from Beats.
Some are wireless - Apple offering alternatives.
I expected Beats to be more integrated into the Apple world, to be honest.
They paid Dre a lot of money.
They also let you tap, and ask Siri a question.
Will people walk around with these?
Now talking about iPhone 7 camera.
Clearly, cell phones are getting better - lots of good picture-taking options for Apple to Android smartphones.
iPhone 7 features: Water resistant, better camera, new seal.
Apple Watch "Series 2" will start at $369. Also a Nike option. Original Apple Watch now $269.
One Final Nintendo note: The stock shot up again, Now up 25% on news of Apple partnership.
Apple Watch also comes with a "Nike" feature for runners.
Remember when Nike got rid of its band?
Rumor had it that Apple snatched up some of those engineers and designers.
The President of Nike now speaking...
New watch - "Series 2," built in GPS, more water-resistant. Looks like new set of bands, too.
Apple just announced that PokemonGo is coming to the Apple Watch. People are actually looking for Pokemon here.
Did I mention that it's been a heck of a summer for Nintendo?
Tim Cook now talking about Apple Watch.
Says it's the top-selling smartwatch. OK, but its not the top-selling wearable - that's Fitbit.
Apple now talking about iWork. Audience attention distracted by the fact that Apple tweeted out un-announced details of its iPhone 7. Seems it'll be waterproof after all.
Meanwhile, Nintendo shares up 7%. Call that the iPhone effect.
Tim Cook talking about donation made to "ConnectEd" - a way to help low income kids. An initiative called "Everyone Can Code" teaches coding, granted with Apple products. Will they create apps and make money? Now, that would be cool.
As a Gen-X er, I'm touched by how crazy the crowd here cheers when Apple announces that Mario will come to the App Store. Been a big year for Nintendo.
Tim Cook kicks off the event talking about Apple Music. Claims 17 million subscribers.
First, a video.
Crowd eats it up - now they're singing "One Republic."
So, suddenly all the buzz is about this easy to find ad on Amazon for the iPhone 7 - wireless headphones included...
The #iPhone7 is already on Amazon, wireless headphones and all.
In place at Bill Graham Civic.
About as crowded and chaotic as a concert here, and I've been to many.
Cool venue. Maybe as much speculation as to what act will play music as to whether or not we'll have headphone to plug in in the future.
NBC Bay Area's Terry McSweeney contributed to this report.