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What It Was Like Attending Apple's Biggest Event Of The Year

What It Was Like Attending Apple's Biggest Event Of The Year

I woke up before dawn to meet my colleague Steve Kovach and drive to Cupertino from San Francisco.

What It Was Like Attending Apple's Biggest Event Of The Year

He got me coffee!

He got me coffee!

Before I knew it, we were on the highway. I wasn't awake yet. But it's a good thing we left early. We beat all the traffic outside the city.

Before I knew it, we were on the highway. I wasn

We arrived at the Flint Center in Cupertino with wide eyes and empty coffee cups.

We arrived at the Flint Center in Cupertino with wide eyes and empty coffee cups.

We were soon told to get in line with the other media there.

We were soon told to get in line with the other media there.

This French journalist interviewed The Next Web's Roberto Baldwin.

This French journalist interviewed The Next Web

Slowly we inched closer to the front of the line.

Slowly we inched closer to the front of the line.

Here's where we received our press passes. It looked like the entrance to a spa.

Here

The huge white cube loomed large. What could be in there?

The huge white cube loomed large. What could be in there?

TV reporters came out in droves to cover the event.

TV reporters came out in droves to cover the event.

After we got inside the secure area we were left to mingle with other journalists.

After we got inside the secure area we were left to mingle with other journalists.

Apple had a variety of healthy breakfast food for reporters.

Apple had a variety of healthy breakfast food for reporters.

This guy was dolling out breakfast burritos like candy.

This guy was dolling out breakfast burritos like candy.

I took my steak and egg burrito to a table.

I took my steak and egg burrito to a table.

Steve and I sat with New York Times reporter Mike Isaac and I contemplated Apple's next move. (A glitch in the iPhone's panorama feature screwed up Mike's face. Sorry Mike.)

Steve and I sat with New York Times reporter Mike Isaac and I contemplated Apple

Security patrolled behind the Apple cube. What could it be for?

Security patrolled behind the Apple cube. What could it be for?

These Apple employees waited in line to enter the Flint Center.

These Apple employees waited in line to enter the Flint Center.

This reporter came armed with a selfie stick.

This reporter came armed with a selfie stick.

Reporters gathered outside the Flint Center, waiting to be let in.

Reporters gathered outside the Flint Center, waiting to be let in.

We felt sort of herded.

We felt sort of herded.

They opened the doors! Let the rush begin.

They opened the doors! Let the rush begin.

This. Is. Chaos.

This. Is. Chaos.

The excitement is palpable.

The excitement is palpable.

Here's the bottleneck...

Here

And we're here! Now I just have to find a seat...

And we

After the event, the press was herded into the big white cube. It turns out it was actually a demo area for Apple's new products: The iPhone 6, iPhone 6 Plus, and Apple Watch.

After the event, the press was herded into the big white cube. It turns out it was actually a demo area for Apple

There were a lot of celebrities there. I saw Gwen Stefani and Dr. Oz. In the foreground of this photo, you can see rapper will.i.am. (That's Apple's retail boss Angela Ahrendts in the center.)

There were a lot of celebrities there. I saw Gwen Stefani and Dr. Oz. In the foreground of this photo, you can see rapper will.i.am. (That

A lot of other Apple executives were in the demo area. That's legendary music producer Jimmy Iovine from Beats. He joined Apple when Apple bought Beats for $3 billion.

A lot of other Apple executives were in the demo area. That

Everyone was crowded around Apple's new products. The Apple Watches were displayed like jewelry.

Everyone was crowded around Apple

Now that you've gone behind the scenes, check out the Apple Watch up close.

Now that you

Click here for hands-on photos of the new Apple Watch >>

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