We’re T minus three days, ladies and gentlemen, and if you’re excited about the impending iPhone 11 launch but don’t own any Apple gear just yet, you’ll certainly be pleased to hear the company’s September 10 special event will be live-streamed on YouTube for everyone’s viewing pleasure. 

This is an unprecedented move on Cupertino’s part, mind you, as none of its previous keynotes were broadcasted on the world’s most popular video hosting and sharing platform, which obviously didn’t make a lot of sense. Granted, YouTube is still owned by Google, which remains Apple’s arch-rival in a number of different markets and segments of the tech industry, but that doesn’t feel like a good enough reason to limit the audience of a major new product announcement.

That includes everything from Android handsets to Windows computers, consoles, and anything else with a pre-loaded web browser or official YouTube app. Quite a change of tune from the days of yore, when Apple used to live-stream these shindigs exclusively on its website for folks using the company’s own Safari browser only. Then again, the progress has been gradual, with support slowly expanded to Microsoft Edge, Google Chrome, and Mozilla Firefox in recent years, as well as the first Twitter livestream that happened in 2018.