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Who else could eroticism sex gender and cultureopen up events at the Steve Jobs Theater than its namesake himself?

As the highly anticipated Apple event kicked off Tuesday at the tech company's new Cupertino, California headquarters, Jobs' voice filled the theater named for him.

Jobs may have died almost six years ago, but his presence was there from the outset.

In a recorded speech broadcast over the speakers, his voice talked about the importance of the brand's identity and remembering "what's really important to us" and staying true to the company's values. "That’s what’s going to keep Apple, Apple, is if we keep us, us," he said in the short opening monologue.

"And you never meet the people, you never shake their hands, you never hear their story or tell yours. But somehow in the act of making something with a great deal of care and love, something’s transmitted there. And it’s a way of expressing to the rest of our species, our deep appreciation. So we need to be true to who we are. And remember what’s really important to us. That’s what’s going to keep Apple, Apple, is if we keep us, us."

"I love hearing his voice and his message," Apple CEO Tim Cook said after the opening, while standing in front of an iconic image of the Apple co-founder.

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Cook seemed emotional talking about the tech visionary, saying he could now reflect on the founder with "joy" not sadness. Jobs started working on the campus over ten years ago, he added.

For all the latest news from the event, head to Mashable's live blog.

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