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Nice, they haven't done this in the past. It's odd that they are restricting it to being viewed by their products only. I'm sure it's just a UserAgent check that should be pretty easy to get around, though.
 
Apple to Provide Live Video Stream for Media Event



Apple announced this evening that they will be broadcasting their media event live over the internet.
Apple will broadcast its September 1 event online using Apple’s industry-leading HTTP Live Streaming, which is based on open standards. Viewing requires either a Mac® running Safari on Mac OS X version 10.6 Snow Leopard, an iPhone or iPod touch running iOS 3.0 or higher, or an iPad. The live broadcast will begin at 10:00 a.m. PDT on September 1, 2010 at www.apple.com.
This is the first time for many years that Apple has decided to offer a live video stream of their media event.

Article Link: Apple to Provide Live Video Stream for Media Event
 
They don't want the press using their WiFi! Is iTunes in the cloud going to become a reality?
 
Awesome! I really hope it doesn't die under the extreme load it will be getting.
 
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