Well, the world's attention is well and truly focused on the Town Hall theatre, 4 Infinite Loop, part of the huge Apple HQ in Cupertino.
Steve Jobs has emerged and he has stated that it is going to a brief, 15 minute presentation.
And the initial news is that Apple is seemingly prepared to admit that Apple, and in particular, the iPhone 4 isn't perfect.
"You know, we're not perfect. And phones aren't perfect either. But we want to make all of our users happy. And if you don't know that about Apple, you don't know Apple.
"But we want to make all of our users happy. If you don't know that about Apple, you don't know Apple. We love making our users happy.
"We're going to talk about how we're going to do that."
Keep your eyes peeled to Pocket-lint for updates as and when they happen.