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Tim Cook kicks off event

September 15, 2020. Summarized by summa-bot.

People maintain social distancing while lined up outside an Apple Store at the Ridge Hill Shopping Mall, Tuesday, Sept. 8, 2020, in Yonkers, N.Y. (AP Photo/Julie Jacobson)

Apple CEO Tim Cook kicked off the event from Apple's spaceship-looking headquarters in Cupertino, California. He nodded to the pandemic in his opening remarks saying "we know life won't always be like this" and said "we look forward to better days."

He confirmed today's event will focus on two products: the Apple Watch and iPad.

The coronavirus pandemic has forced big tech companies — including Apple rivals such as Samsung and Microsoft — to abandon splashy in-person events and unveilings they love so much.

Announcements about Apple TV+ and Apple Arcade made a splash at last year's September event.

Some analysts expect services will come up again at Apple's Tuesday event — the announcements could include Apple TV+ bundles with other content offerings — which could reignite excitement around Apple’s services business.

The Apple Watch outsold the entire Swiss watch industry last year, and many analysts say the device's health and fitness features have a lot to do with its popularity.

Apple has made privacy a key selling point in recent years, and it could well use Tuesday's event to further drive home its commitment to protecting its users' data.

By this time last year, Apple had already unveiled the iPhone 11.

Last year, Apple sold 31 million watches, according to Strategy Analytics -- more than the entire Swiss watch industry in 2019.

It would be Apple's second iPad launch this year -- the company unveiled an update to its iPad Pro line in March.

Apple said at the time that it had sold 500 million iPads to date, and the product has remained the top selling tablet for 10 years.

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