internet explodes. apple iwatch, they just showed us pictures of it right now. we'll bring that to you live. it is officially there, the smart watch. also you will need a bigger pocket. apple excitement reaching a fever pitch as it unveils the new iphone 6 and iphone 6 plus. did i mention the iwatch? we're all over it. don't move. reaction from die-hard fans. we told you. they have been out there for days. it is insane! that is where they are. it is not on sale until september 19th, people. get it together. what apple is getting right and wrong and why samsung could be the big winner in all of this, and blackberry, right. jo ling kent is live. she has details on smart watch that just came out. jo, give it to us. >> melissa, tim cook is calling it apple watch. behind me out here, there is a continuing noise inside. they're getting ready to go and come out.

it was rap sure just applause. -- rapture just applause. it was what steve job loves to do. one more thing and tim cook revealed an iwatch that is sort of curved, a square. it appears to be coming in multiple models. it is called next chapter in apple history according to tim cook. we're also seeing multiple new photos of this. we love to show it to you. it is called the apple watch. not the watch. it looks like it comes in a variety of different band and things like that. we're going through this right now as you can see. i'm scrolling through and listening to the feed right now. we'll send it back to you. more detail in just a minute. melissa: leave the pictures up. turn to my panel. author of creative capital, spencer ante and fox business's david asman and portfolio manage chris very says.

i am a buyer. i don't have a iphone. i bought my blackberry to the set. i'm a dinosaur and antique on the tech front. this is pretty amazing though. what do you think? >> looks like a lot of people are buying apple today. the stock is up 5% right now. it wasn't clear if it would make a big move this is biggest day in apple history since tim cook took over in 2011. melissa: right. >> he promised great products. he has not delivered them yet. it look like he is delivering great new products today and investors love it. melissa: yeah. >> this one looks pretty cool. the only caveat, the big one, frankly, the millenials don't wear watches. melissa: no. >> i went to an apple store last weekend. melissa: they do now. they do now. >> not one of the geeks working there had one. i'm wondering, not going to be easy sell for millenials. melissa: that is why it makes perfect product because none have it. their wrist is empty. >> we'll see, watch, technology and the you have to sell the fashion. melissa: no one had a tablet

when the independednt pad came out. >> that's right. melissa: i was live on the air when that happened as well. i'm sad to say we all mocked it and wasn't going anywhere. we have five in my house. they're everywhere. >> bottom line thank god tim cook finally has something. >> he had to. melissa: look at colors! i love that. i want mine in orange. >> as i say, been years since new product introduced. tim cook up to now delivered iterations. he needed to deliver and deliver big and expectations were super high but looks like apple hit it out of the park. melissa: you know absolutely nothing about this. all you have seen is pictures. but i'm with you. >> wall street was expecting two new iphone models. got it. there were rumors about apple pay or mobile payments. we got it. we got one more thing, the iwatch, a lot of people wouldn't say wouldn't happen until next year. melissa: when they built in a mysterious building nobody knew anything about i think that was hint there was new product line.

>> anybody have a clear idea what apple pay is? does anybody know what it is? i haven't seen a linear explanation, excuse me, other than what is already available on things like amazon? melissa: talking about the payment service that was just announced a short time ago that will go with the phones as well as you would assume the watch. i will give them my money as well as my photo? >> you already do. you already do. >> no, i don't. not my photos. not after the icloud fiasco. >> if you're iphone user or ipad user or itunes on a ipod, they have your credit card. this is the next evolution making a super sticky service you can only have if you have an i-device. >> that's true. if the apple pay thing works easily as they demonstrated on the page, looks slick and simple to use. much works online and off-line commerce. go to the store and put it against mcdonald's. mcdonald's is partner. if this works it will make the phone stickier. the other question i have what

you're talking about, is apple going to charge a to, will they get a little cut of that transaction. >> they do, you would think. >> that if they do will be a home run. >> a home run. melissa: stock was up about 4%. now below that. up 3%. it is still higher. that classic thing the big announcement comes. look at that 3 1/2% meaningful but off the high. >> should mention, a lot of funds are straddling buying both long and short on apple right now, hoping to get money in volatility. hoping for 5% move either way. >> right. >> the straddlers are straddling. they're waiting for it to break 5%. melissa: let me ask you guys about the phone real quick. they announced two models. one is a little bigger than the model. the bigger one is still smaller than the samsung galaxy. does that surprise you? >> a little bit. probably doesn't matter. apple needed to get in the bigger phone space. apple deer rided with the bigger phones. the fablets which samsung came

up with, they're missing 20% of the market. they need to have -- >> tim cook has to be careful he is not following another leader. that has been the charge against him. frankly it has been true a a lot of times jumping to smaller or bigger models whatever device they have. if he is seen as follower on this, that is not good. melissa: as they enter a new products category, at this historic moment, read something from the last time. ceo steve ballmer, ceo of microsoft. in 2007, when they announced the new iphone he said, $500, fully subsidized with a plan. that is the most expensive phone in the world. it doesn't appeal to business customers because it doesn't have a keyboard. right now, we're selling millions and millions and millions of phones a year. apple is selling zero phones a year. in six months, they will have the most expensive phone by far in the marketplace. let's see how they do. >> look at market share numbers. apple is number two. where is microsoft? even after buying nokia they're nowhere.

melissa: all i say, haters will hate. as haters hate on the watch, remind you the company you're in last time they announced something new and who hated on it and how it out. what do you think? >> steve ballmer retires from microsoft and -- melissa: he has bigger problems. >> looking at price list, new iphone 6 can cost any for 299. 199 with the new model. iphone 5c, they're giving that away. i may have found a way or reason to buy into apple here. melissa: what do you think this watch needs to do to appeal to people? has it already done it? go ahead, chris. >> obviously interact with the phone. make calls, address book, emails. we know that. apple is making a pitch with health kit. the real sticky thing back to david's big concern is payments. imagine walking into mcdonald's, announced partner, wave your arm, you're paid. >> without digging into your wallet. melissa: does that make you

nervous? how do you secure that? >> obviously apple had the huge security snafu with the celebrity stolen pictures. melissa: photos. >> overhanging this event -- melissa: i heard they got david's photos too. >> my photos i put on lois lerner's email. they will never be found. >> naked pictures are off the cloud. melissa: seems obvious. >> pretty good case for security of this thing. has many different layers and aspects to the security of the credit card. everything is hackable. no such thing as unhackable system. they made a good case about the security. >> i agree with you. >> one thing whenever you lose with the credit card company. i wouldn't be surprised if the same thing is here true. is it apple's concern if something happens to the credit card? melissa: we'll take a quick pause and more with the iwatch and everything apple no doubt. out with the old and in with the glue. ford gets into sticky situation to assemble their cars.

amazon brings drones to the masses. thank goodness. hope you save up, jeff bezos drone store is reality. i can't wait. smart money and more apple coming right up. ♪ whenwork with equity experts who work with regional experts who work with portfolio management experts that's when expertise happens.

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melissa: it is here. apple unveiling a new smart watch along with twoism phones. stock is going bananas. is everybody watching? is everybody on twitter? i'm pretty sure internet is broken. go to nicole petallides on floor of new york stock exchange. tell me what is going on with the shares down there. >> what an unbelievable day for apple. announcing the iphone 6, the iphone 6 plus, the apple watch with sapphire glass. the glass everybody was waiting on. this customized watch is most personalized ever according to the apple team. tim cook tweeting from backstage you will love the apple iphone 6. the excitement is there. once again apple is so well-noted bringing excitement to the media conferences.

they have done it once again. i call it the iwatch. it is not iwatch anymore. it is apple watch. the apple watch was released right at very end. one more things, folks. at that today, here it is. -- ta da. combines health and fitness tracking with communication. it will have the feature everybody is waiting for. we heard about payment systems for apple products now. and also bigger screens, longer battery life. those are exciting times. the stock originally tanked as the program began. that may have been buy on the rumor, sell on the news and no watch. now you hear there is a watch. people are starting to buy it. you can see it moves to the highs of the day of 103.08, which was about 70 cents or so short of the record all-time high. it really did approach some key levels today and it has been wild for watching it trade. keep an eye on gtat, the makers of the sapphire glass.

that had been dropping. we'll see whether or not that comes back now. back to you. melissa: very cool. nicole, thank you so much. i can't decide whether he get orange or white. it looks fantastic. we have a ari zolden on the phone. what is your reaction. >> hey, melissa. i think it is really great and exciting for the apple community. i think they may be a little bit too late to the game on the wearable technology side. melissa: what? >> a little bit. there are companies out there working on the wearable side for a long time. melissa: what is the blowout seller that could beat the watch. >> samsung -- melissa: i nevereenperson goingd with the samsung watches. >> i wyou one for the holiday. melissa: i would rather have apple. >> definitely a step, a step in the right direction for apple. a lot of people are really excited about it. and the fitness space, and i have always said, fitness and

wearable technology is going to be hot, hot, hot and will always be hot. melissa: okay. >> i think this is very exciting for apple. melissa: thank you so much. i want to bringn my panel. jonathan hoenig of capitalist pig is with us. also a fox news contributor. there he is. david asman and chris are back with us as well. jonathan hoenig, what do you think of this? did you order it yet? >> i tried to. first five minutes, i said seen enough. send me it, i don't care what it costs. apple does that to people. melissa: you sound like one of my kids. >> it sells them a relationship that endures over time. that is why apple's product announcements are not just product announcements. most companies put out a press release. apple creates life-changing event. they dominate a category like tablet, invented category that didn't exist 10 years ago. see the same thing with apple watch. melissa: chris, what did you think of ari's ridiculous comment they're too late to the game. >> i don't think he knows what he is talking about.

melissa: poor, ari. >> look at apple, there were smartphones before the iphone. apple redefined it. there tablets before apple but apple redefined it the. melissa: david. >> hard to talk about redefining it, to use your word. the big clunky samsung products melissa i'm with you, i have never seen anybody wearing those. melissa: i have never seen anyone wearing those products. >> looks like tim cook after many years is finally understanding what makes apple different. certainly not product or technology but the tech has been around before. it is how they put it together nicely. melissa: i think that mysterious three-story white building was a clue something huge was coming. it was subtle. we'll be back in a couple minutes. more reaction from the apple store. a lot more iwatch, a lot more apple. don't go away. you know what my business philosophy is, reynolds?

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melissa: iwatch, the new phone. apple fanatics are beside themselves. probably had a heart attack listening to the news. lauren simonetti outside of apple's flagship store in new york city. lauren, did everyone there pass out or what was the reaction? they're standing up. >> we have video of facial reactions when apple watch was announced it is unbelievable. i'm joined by hunter camp. you're a new yorker. he has seven, eight and nine on the line behind me. how excited are you about apple watch? >> well you know, it is a good accessory to go along with the phone. i am hoping to grab a couple when they come out. >> grab ad couple for good reason? >> because i resell them to people in the back of the line that wait in line like i do and get them. >> apple is money making

machine. all right, you're also excited about apple pay. this is what was dearest to you. why is that? >> you know, constantly trying to get people to use paypal but doesn't really catch on like some other things. so, you know, it being apple, it definitely will probably catch on. >> okay. just a question on the line now. i mean are you showering? are you sleeping? how does this work? >> i live right here central park south. i kind of walk home and i sleep there at night. i don't stay out here all night like everybody else does. >> totally legit to leave chairs unattended? >> my friend watch it for me. >> you will stay online for another 10 days until the phones go on sale. >> i wit be out here and camp last few nights for just the fun of it. >> melissa, do you have any questions for hunter? >> it must be a damn good business. if he lives in central park south he sell as hell of a lost phones and iwatches to go back. ask him, if he getting a watch? >> are you going to buy the

watch? >> oh, yeah, i will definitely by the watch. i buy everything. >> for yourself? >> first to have something of course, it will be for me. >> you like the 18-carat you said? >> yeah. match my rolexes. >> how much does spot seven go for? >> $2,000. >> what? >> yeah. $2,000 for my spot. melissa: makes perfect sense. >> what about eight and nine? >> same thing. same thing. >> $6,000, we have to get into a new business, melissa. melissa: absolutely. save a spot. i will come down after the show. thanks, lauren. want to go back to my panel, jonathan hoenig and david asman and chris are back with us. all this euphoria is out there. haters will hate when something new comes out. so i want to temper our excitement. some of our loyal viewers, what happens if i fall in the pool with this watch? ridiculous idea. the next person said, doesn't apple pay sound a lot like google wallet? what do you guys think? ready to shoot holes and be

negative? let's get negative. >> by the way it sound like google wallet and there are some amazon apps that do the same thing. apple would not have made such a big thing unless there is something different. melissa: the watch is something different. it is apple. >> looks like finally tim cook got the design right. tim cook is not exciting guy where steve jobs was. he is kind of a frommepy guy, more of a techie. never seemed to understand the. melissa: you think steve jobs was stylish? he didn't have a lost outfits. >> way he put things together. tech was always there. the way steve jobs got things together. >> even steve jobs didn't always hit the ball out of the park. think back to apple newton or apple's option of obstacle drives weren't home runs. today's, apple, it really creates miracles. think back to the first time you got first answering machine. like your world has changed. melissa: i wasn't alive then. >> that is what apple does, they

changed the world. melissa: let me give folks details on apple watch. it has a flexible retina display made of sapphire with scratch resistance. accuracy of timepiece to 50 milliseconds. you need that in order not to be late. has a lot of watch faces, and 50 different straps. i like that. materials include elastic wrap leather and stainless steel. three check ounce is. stainless steelcase and with stringer allied case, i don't know what that means and luxury line made from gold which obviously david asman will have. >> i would love to. i do like the stainless steel. i'm only one here wearing a watch. melissa doesn't have watch. you don't have a watch. melissa: i tell you watch allows users to get messages at top of your wrist. >> do we node how much? we need a price point, don't we? that is the bottom line. melissa: can anyone speak in my ear if we have a price point. >> price will be critical.

melissa: no price yet. no price yet. they're waiting until the very end and waiting for your souls and you have to mortgage your house and everything will be okay. don't go anywhere. this apple event isn't over yet. we're going back to couper teen know for the layvery latest -- we'll be right back. in real time. ♪ the shell brought him great fame. ♪ but then, one day, he noticed that everybody could have a magic seashell. [ indistinct talking ] [ male announcer ] right there in their trading platform. ♪ so the magic shell went back to being a...shell. get live squawks right in your trading platform with thinkorswim from td ameritrade.

go to jo lin kent, apple's announcement, rob and early and spencer with us as well. no price yet. >> no price. people on twitter are joking the apple watch will cost so much, they can't even where the watch any more. we will see how much it ends up costing. we do know is this. it comes in two size is. they are going to be square, six bands, three editions, we can use photos or play music, an

interesting business model, you have to have an iphone to use and i watch the way you would want to, the apple watch. we also know there is a rat and the display safire glass, and what is interesting here, what i really like is a wireless recharging, there is a cool magnetic charger and it is too that the iphone vi and 6 plus didn't get there. cheryl: what do you think of what you just heard? wireless resurging and the show is called money, you got to have the iphone to make it work properly and take full advantage of it. what do you think of that? >> there are two wear a watch is coming, some are accessories like this one, the latest samsung that was announced last week, the connect to watches means you don't really have to have a second plan for the watch

so you don't have to pay but the second dated general and you also have to have the phone on the watch together or you don't get to full functionality. most of the better where rebel devices charge wirelessly. that is what everybody else is doing, don't have to carry anything with these things. and how we do the charger whether it is convenient to carry in convenient and pretty big. maria: when you are watching, they will vibrate to signal when you have to turn. are you impressed? >> i don't know. it can turn on your own. and tim cook has not released and new-product but doesn't have

to. and it can't be successful. and apple's was so much better, and smart watches, none of the missiles that well. >> look at the stock. and the peak there, it started to go down, and it is phenomenal as it is and priced in, and you are in the giant building. >> not quite yet. and apple staffers standing outside, open up the doors of a little bit, no word on what it looks like in their, i have a feeling it will be a place to try on the new apple watch where people get a sense of what it

actually is. what is interesting here it is we get notifications of the -- if you need to see that. you need more of that. it is an interesting play and responding to weather this is revolutionary, look at the previous apple products. it is not revolutionary either but the ipad 2 came out with the new and improved version and did disrupt the market. a lot of analysts telling me this morning and this afternoon that they expect the next version of the apple watch to do better because they will figure out what is appealing. melissa: i want to give a few details, you can hold photos and customize -- you can record your voice to send a message, use touch or the crown to move around if you are on the matt apps. the watch give you a tap when it

is time to turn. you get or receive the heartbeat of another user. that is interesting. don't go anywhere. we are all over this appleby then, new details trickling out, we have a lot more on the other side of the break, plus how much was paid for this video. how the gossip had to reach deep into their pocket to get hold of this controversial footage. more money coming up. [ breathing deeply ] [ inhales deeply ] [ sighs ] [ inhales ] [ male announcer ] at cvs health, we took a deep breath... [ inhales, exhales ] [ male announcer ] and made the decision to quit selling cigarettes in our cvs pharmacies. now we invite smokers to quit, too, with our comprehensive program. we just want to help everyone, everywhere, breathe a little easier. introducing cvs health. because health is everything. introducing cvs health. no question about that. but your erectile dysfunction -

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melissa: i am melissa frances with your fox business brief. mcdonnell's shares hitting a new 15 week low after disappointing sales from overseas, global sales fall 3.7% largely due to a mere 15% drop in year asia. mcdonald's is railing from a food safety scandal that erupted in china and july. fire fighters called that this explains magic mountain in california after my favorite ride of all time growing up went up in flames. the colossus was undergoing a renovation when the fire broke out causing it to partially collapsed. no one was hurt but the bride is toast and facebook will allow you to buy a beer for your buddy. this site is teaming up with anheuser-busch so users can give one another a bottle of bud or bud light. online doctors are printed at redeemed at a bar of your choice. that is the latest on the fox business network giving you the power to prosper. can you start tomorrow?

yes sir. alright. let's share the news tomorrow. today we failrly busy. tomorrow we're booked solid. we close on the house tomorrow. i want one of these opened up. because tomorow we go live... it's a day full of promise. and often, that day arrives by train. big day today? even bigger one tomorrow. when csx trains move forward, so does the rest of the economy. csx. how tomorrow moves. >> two new iphone, smart watch, investors selling on the news. for more on that, nicole petallides. nicole: the volatility we have seen in this stock over the last hour or so, at 1:05:00 p.m. we saw them shoot up over a hundred bucks and shortly thereafter, it

was into negative territory. it has gone back and forth, tried to get up there to the 103 range in a range of all time highs. each part of it came with the news. when we started hearing about the iphone vi that was no news on a watch but it started to slip back and take off and you heard about the watch, get a standing ovation and everyone on wall street, now trying to digest volume is falling off. if you look at the volume since the announcements began, you see we are going into and now or a range. that is not to say in the next hour and a happy may not see more volatility. you can see the lows of the day and highs of the day on this and did they chart we are somewhere in the middle. as we go to the closing bell, i can't believe you can get the heartbeat of another -- that is why. is great at the fitness if you

are on that date. melissa: thank you. new details on the apple watch coming out every second. let me give you a few impressive ones that are crossing now. with american airlines, they formed a partnership, if you can get on a plane and tom block your hotel room with your watch. and more of this news didn't leak out. it is pretty amazing. >> it is probably the best value of the best benefit. for this particular device. basically an ipod with a built-in strength. we knew people several years that putting straps and apple killed that, they couldn't do it anymore and brought it back as a

brand new product. and they break this product. and when they lead on apps, and to lock and unlock given the security issues last week. melissa: i don't want to address it with my photos but i will unlock the my hotel room or car or tell me where the car is. what price point would you anticipate and what makes sense? >> this is unsubsidized. it will not cost over $300. i guess they will push it down below 2 very quickly. it is not initially below 2.

only apple could sustain $300. you will find most products in this base will be under $300 and a lot of them under in $200. melissa: they say apple what gives you the idea to be more active, increased activity has numerous health benefits and two new apps on board to help with that, finis apps monitors used throughout the day. there is a workout apps that lets you set specific goals so they are trying to fit with a huge success so there are a lot, nike has a big product, trying to get that market as well. we in the meantime will squeeze in other news, scary news from elsewhere in california. pro isis militants setting their sights on the homeland calling for the murder of twitter employees in the u.s.. an account that has been linked to isis we did in arabic, quote, the time has arrived to respond to twitter's management by

directly attacking their employees and physically and assassinating them. twitter launching an official investigation and continuing efforts to eliminate ices from social media. fox news diddle politics editor david asman with us as well. i imagine the authorities are taking this threat seriously. >> sure, because you can joke and say everybody would like to kill social media. these are guys who do terrible things, are capable of terrible things and as we have talked about in regard to other issues when you get down to when we don't know. if there are a hundred americans or hundred american passport holders who have gone to fight with these dregs of humanity is the amount of possible follow-through back to the united states is real and it might not -- the administration, the president says there are no sleeper cells, we don't know that for sure. number 2 we don't know about the

possibility for somebody to infiltrate the united states. melissa: another one. every twitter employee in san francisco and the united states should watch over himself because on his doorstep there might be a lone wolf assassin waiting. dave: this is why isis assets attempts to terrorize the u.s. should have been dealt with immediately by the president, the president saying wait, get a strategy, the minute they use videos of killing americans or terrorize the american public we should have gone in like gangbusters and for up a piece of the country in which they are now living and make sur board did. you have to react immediately when american lives are put at risk. melissa: neil cavuto will be hosting and coverage of president obama's speech at 9:00 p.m. eastern where we are, of course supposed to get more details on his plans to deal with this. we want to go back to the big story of the hour, apple unveiling its new smart watch. it starts at $349 of we just got

the price. it will be available early next year. that is a big disappointment for apple which is going to miss the crucial holiday season. i was thinking i will have people at home clamoring for this for christmas and apparently it won't be available. jo lin kent, what is the reaction, the price is 349 and the release date. >> this apple watch is not associated with any contract. it is associated with the iphone iv. the pricing doesn't come is a huge surprise. we are getting initial reaction here, but tim cook, $349, early 2015, interesting choice to skipped holiday season but given where we are with production, the i phone 6, and a lot of partnerships with the apple watches. what is key to its survival,

what it can actually do. and companies earlier to make this relevant but $349 is the price point for that watch. dierdre: diane in shocking will not be available for the holiday season. you anticipate that is what we are hyping up for, there will be a big rush for the holidays. dave: i am surprised. why come out with it? why not just tease the audience with details about it until it is ready rather than tease you for a holiday you will miss? that price that is pretty high. we heard rob say anything above 300 would be in the danger zone in terms of an accessory products like this considering what the market is like still looks like they are pricing it pretty high, taking some risks. melissa: a 16-year-old is thinking how lucky i was to complain about my $35 watch in 1988. this is going for $349 on an

inflation-adjusted basis, still a lot more expensive. we are approaching the last hour of trading, cheryl casone is here to give us a preview. let me guess, you will be talking apple. cheryl: a lot of things in the next hour on fox business. we will continue our coverage from california as we monitor what is happening with apple and the latest and greatest and some say not so great out of apple. a lot of chatter on twitter and other blogs. some disappointment in apple today. we will get to is that. brian has always been bearish on apple. we will talk to him now we have a lot of headlines coming in. in particular just crossing a few moments ago, $349 on the watch, what does the walkie-talkie above the knee or the fact we won't get this for the consumers and other big news we are following, cybersecurity, home depot, what is home depot doing? we have a massive breach, we were late to the party.

we will talk to one analyst who will give his take from the cybersecurity perspective. what could home depot of the better to prevent this breach and our other companies lagging behind when it comes to cybersecurity? is information save? is business save? patrick peterson will be joining me to talk about that and the latest from jeff flock in the big trucks he is showing in the next hour. melissa: the new aluminum f 150 in addition to the watch. got to make more money to buy this stuff. thank you so much. i want to tell you the apple smart watched 349 they are going to miss the crucial holiday season. that is a big deal. analysts are going to react to that coming of nick stand youtube taking the stage. we will tell you about that partnership. how much was paid for this video? how the gossage site probably had to reach deep into its pockets to get ahold of this

controversial footage. they made a business of and a lot of money. more money, more apple coming up. whenwork with equity experts who work with regional experts who work with portfolio management experts that's when expertise happens. mfs. because there is no expertise without collaboration. watch this. sam always gives you the good news in person, bad news in email. good news -- fedex has flat rate shipping. it's called fedex one rate. and it's affordable. sounds great. [ cell phone typing ] [ typing continues ]

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melissa: youto that apple on stage, we're learning about the anticipated smart watched price in at $349. will miss the crucial holiday season. check out apple shares. rob and spencer are with us. i want to point out shares of ebay, gt advanced technologies, they are all lower after this apple announcement. these are products that either compete with things we have heard announced or these are companies whose components were not included in the things that were announced here. let me get your take.

what is your reaction? >> they are trying to stall the market, and they want ious in the package at christmas and i think this is a big mistake. in never understood retail and moving to stall, through a personal holiday season. in the third quarter, people are going to want what they want and they are going to get something else. melissa: it struck me as a huge blow the can't buy it for the holiday. >> not entirely a surprise. there was to the ventilator, the watch may not be released -- people who are paying attention are not shocked by this but there is the trade off. melissa: might be highly disappointed. >> i am sure they aren't stock is trading down since they announce the watch won't be

announced until 2015. tim cook needed to blow away investors and apple fans and people in the technology market and they pushed apple to do that. the trade-off is disappointing people this holiday season because they want to watch and can't get it and it backfired because stock traded down. melissa: let me ask you. tim clark lived in the shadow of steve jobs all this time and every critic and shareholders and analysts said until he comes out, and something that he will not be able to shake. does this give some breathing room? >> this is more of an accessory. it follows the steve jobs formula taking the ipod -- it is now and i phone and make the

jumbo ipod. strap a band around it and college and i watch or whatever so he is following it, it is still job strategy but it we could get a look at something like this. he could beat his folks to hit his dates. it didn't work when he showed it to people. he pounded his people and they had it ready. cook doesn't seem to have the same drive with his folks. steve jobs would have had the watch in the fourth quarter, i agree he needed to have something that apple didn't deliver. whatever reason, apple's folks didn't step up when he asked them to. melissa: we are all over apple bringing the latest as it comes out. the nfl gets scooped. the richest sports league in the world can compete with the empire. it is the big money question coming up. patented sonic technology

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melissa: all right, apple's big event. u2 taking the stage, bono announcing that their new album, which is called "songs of innocence," is going out for free on itunes right now. the whole album free. stay here, though, don't go download it. stay here for the last segment. the nfl raising $10 billion in annual revenue, but it was likely the deep pockets of tmz that exposed the truth about ray rice. the web site has built an empire out of celebrity scandal. reportedly shelling out six-figure sums for high profile videos. now they've managed to scoop the richest league in pro sports. with me now on the phone is howard kurtz, fox news media analyst and host of "buzz media." i want to focus on the tmz part of this story because it's fascinating. they get so much attention. they went and they bought this video, they bought the jay-z video. the nfl is claiming they couldn't get their hands on it,

but tmz could. howard, what do you think about that? >> it is incredible that an l.a.-based gossip web site could have obtained the security video that the nfl's own investigators i somehow couldn't. i couldn't say how -- melissa: oh, of course they did. >> tmz digs into its deep pockets to buy videos of this kind, so it is pretty likely. but i would say it might have been that tmz paid $100,000 for it, but sometimes you get a lower level employee to whom 5 or $10,000 is a lot of money. melissa: it is amazing. money talks, and that's how they're getting it, without question. that's got to be how they're getting their hands on these videos, and they have blown up into this enormous, profitable business now when they used to be a tabloid journalism show. we are out of time, we appreciate it. that is all we have for now. obviously, there is a ton of

breaking news still going on with apple. just announcing their watch, $349. not available in time for the holidays, very hard to believe there. i hope that you are making money today. don't go away, cheryl is here, and "countdown" starts now. ♪ ♪ cheryl: and hello, everybody, i am cheryl cheryl casone in for liz claman, we are continuing to follow the breaking news coming out of cupertino, california. we want to get you up to speed on apple as we continue to follow all of the headlines that continue to cross out of california. ceo tim cook is still on the stage right now. i want to show you this brand new video we just got on, and u2 is on the stage right now performing, of course, making their own news. but the big news is what's been coming out of apple and this company and how these gang