Apple held its big media event last week at a legendary music venue flanking San Francisco's Civic Center Plaza. The company customized much of the building to fit its design aesthetic. All those little details that make Apple events unique were lost on anybody who wasn't able to attend. Here's an inside look. Apple’s Sept. 9, 2015 ‘special event’Apple took over the famous Bill Graham Civic Auditorium for its September 2015 “special event’ in San Francisco last week. It took the company more than two hours to reveal all of the updates to its product line.Bill Graham Civic AuditoriumImage by Matt KapkoThe entire southern edge of the venue plaza was roped off for an estimated 1,500 attendees, and millions more watched the live stream online. The Bill Graham Civic Auditorium was originally built in 1915.Area around the special event venueImage by Matt KapkoGovernment buildings and cultural institutions, including San Francisco City Hall, the Supreme and Superior Courts of California, the Asian Art Museum, and San Francisco’s Public Library, surround the rectangular plaza around the venue.Apple, Apple everywhereImage by Matt KapkoApple covered much of the venue with widely recognized logos. Journalists, analysts and special guests checked in at the front of the building, while Apple employees entered from the sides and filled much of the hall’s upper-level seating area.The panic before the stormImage by Matt KapkoA swarm of journalists and analysts breathing down each other’s necks waited not-so-patiently for Apple to open the floodgates.Inside the venueImage by Matt KapkoMany of the attendees immediately started staring at their screens as soon as they got inside. Not surprisingly, Apple devices were the dominant gadgets.On stage with Apple’s SchillerImage by Matt KapkoPhil Schiller, Apple’s senior vice president of worldwide marketing, spent more time on stage than anyone else. He’s shown here discussing the upgraded cameras on the iPhone 6s and iPhone 6s Plus.Live app demosImage by Matt KapkoChildren used to aspire to become astronaut or professional athletes. For far too many young people, today’s heroes are those that get to demonstrate new apps during one of Apple’s media events.One more thing … OneRepublicImage by Matt KapkoApple CEO Tim Cook ended the marathon of product announcements with a surprise performance by what he called “one of his favorite bands,” OneRepublic.Hands on with the hardwareImage by Matt KapkoThe real stars of the event waited for attendees in an adjoining hall where the company set up a temporary Apple Store of sorts to show off its latest hardware, including the massive new iPad Pro.iPad Pro and Smart KeyboardImage by Matt KapkoThe iPad Pro docked with Apple’s new Smart Keyboard.iPad Pro multitaskingImage by Matt KapkoThe iPad Pro’s new multitasking features let you enter a split-screen mode with two applications running concurrently side-by-side.New iPad hints at Apple’s future in enterpriseImage by Matt KapkoApple’s Smart Keyboard and the new multitasking features provide a glimpse of Apple’s vision for the future of iPad and workplace computing.‘Rose Gold’ iPhone 6sImage by Matt KapkoApple expanded its iPhone lineup with a new pink (Apple calls it “Rose Gold”) device, shown here on the far right.Colorful new iPhonesImage by Matt KapkoA rear view of the iPhone 6s lineup sits on matching docks. Related content brandpost Resilient data backup and recovery is critical to enterprise success As global data volumes rise, business must prioritize their resiliency strategies. By Neal Weinberg Jun 01, 2023 4 mins Security brandpost Democratizing HPC with multicloud to accelerate engineering innovations Cloud for HPC is facilitating broader access to high performance computing and accelerating innovations and opportunities for all types of organizations. By Tanya O'Hara Jun 01, 2023 6 mins Multi Cloud brandpost Survey: Marketers embrace AI at expense of metaverse investments Generative artificial intelligence (GAI) has quickly rocked the world of marketing. Sitecore polled B2B marketers on their perceptions of GAI. Here’s what they said. By Dave O’Flanagan, Sitecore Jun 01, 2023 4 mins Artificial Intelligence news Zendesk to lay off another 8% of its staff, cites macroeconomic issues The new tranche of layoffs comes just six months after the company let go of 300 staffers and hired a new CEO in order to navigate its operations through macroeconomic distress. By Anirban Ghoshal Jun 01, 2023 3 mins CRM Systems IT Jobs Podcasts Videos Resources Events SUBSCRIBE TO OUR NEWSLETTER From our editors straight to your inbox Get started by entering your email address below. Please enter a valid email address Subscribe