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Prices remain the same, starting at $499.

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10:45 a.m.

Apple says it sold its 100 millionth iPad two weeks ago. That means it sold about 16 million since the end of the second quarter, the last time it released a figure.

Cook discussed how teachers have been using iPads in their classrooms and said electronic textbooks through iBooks are now available for 80 percent of the high school curriculum. It was a sign Apple was looking to challenge Amazon.com Inc., which has been pushing textbooks on its Kindle devices.

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10:40 a.m.

The audience cheered as Schiller unveiled new iMac computers. It looks like a super-thin display screen, but Schiller noted that “there is an entire computer in here.”

There will be models with Apple’s new fusion drive. That’s a combination of the traditional, spinning hard drive and one using “flash” memory. Flash is faster, but capacity is smaller. Schiller says the fusion drive will have the speed of flash and the capacity of regular hard drives.

They will come in two display sizes. The 21.5-inch version starts at $1,299, and the larger one at $1,799. The smaller version will be available next month and the larger version in December.

As he introduced the new iMacs, he showed on a giant display how the iMac has shrunk over the years.

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10:25 a.m.

Schiller teased audience by talking about the Mac Mini, not an iPad Mini.

“You knew there would be something called `mini’ in this presentation,” he said to laughter.

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