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He also talked about an upgrade to Apple’s software for mobile devices, iOS 6. He said there were now 200 million devices running iOS 6.

He said the app store had more than 700,000 apps, including 275,000 for the iPad. Customers have downloaded more than 35 billion apps, he said.

He touted an e-book app called iBooks and announced a new version with a new reading option: continuous scrolling. With that, you keep scrolling down the screen rather than flip pages to keep reading. You can also tap on a quote to share instantly on Facebook or Twitter.

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10 a.m.

The event opens with Cook appearing on stage. “We have some fond memories here, and we’re going to create a few more today,” he told the audience.