March 2 IPad Event : March 02, 2011
 
9:11 -
 
 
12:42 - People are inside, though the show is likely to start later than 1PM (such events seldom start on time).
 
12:46 - Beatles music in the theater (no surprises, especially now that the band is in iTunes).
 
12:49 - Seen so far from Apple in the front row: Tim Cook, Phil Schiller, Bob Mansfield and Jonathan Ive. Pixar's John Lasseter has also been spotted, though he's more likely a guest than a presenter.
 
12:51 - Stage is empty except for an armchair and table, same as last year. Jobs used it to illustrate how the iPad was a more "intimate" way of browsing the web.
 
12:55 - People are being told not to stream live video, but we wouldn't be surprised if that breaks. There's no live video from Apple itself this time.
 
12:56 - Five minute countdown; again, it might not necessarily start on time.
 
1:01 - Apple just recently asked guests to turn off cellphones.
 
1:02 - Music is getting louder, lights are dimming - we're on.
 
1:03 - Steve Jobs is on stage -- he decided to prove he's doing well. Standing applause.
 
1:05 - First up: iBooks. Over 100 million books downloaded. Random House coming to the store with over 17,000 books. Over 2,500 publishers.
 
1:06 - iTunes, App Store, iBookstore use the same Apple ID. Just crossed 200 million accounts. A lot of people try to copy this, but we're way ahead.
 
 
1:07 - Recently shipped the 100 millionth iPhone.
 
1:07 - $2 billion paid out to developers.
 
1:08 - We're here to talk about Apple's third post-PC blockbuster product. iPod in 2001, 2007 it was the iPhone, in 2010 we added the iPad. Most of our revenues come from these post-PC products.
 
1:08 - When we launched iPad a year ago, we said it was "the most advanced technology in a magical and revolutionary device at an unbelievable price."
 
1:08 - 15 million iPads sold in 2010.
 
1:09 - More than every tablet PC ever sold [clear dig at Microsoft's inability to push tablets since 2002). Modern tablet PC IS the iPad. $9.5 billion in revenue in 2010. Never had a product get off to that fast of a start.
 
1:09 - More than 90 percent market share, and competitors were "flummoxed" by it.
 
1:10 - More than 65K apps take full advantage of the iPad. Some of these are fantastic.
 
1:10 - Examples: The Daily [of course], CNN, even medical apps. Taking advantage of the incredible, "magical" interface.
 
1:11 - Compare that to competitors are trying to launch with, at most, 100 apps [ed.: he's right, Android 3.0 had just 16]
 
1:12 - "And we're being generous, here." Apple retail stores enabled us to roll out the technology so fast. Hundreds of stores, showing off the Lincoln Park Chicago store.
 
1:13 - Video rolls recapping the history of the iPad. No one had expected it to be as successful as it has been.
 
 
1:14 - Footage of customers unwrapping the iPad in the retail store. People have to go see it in person to understand, Apple says.
 
1:15 - Chicago Public School tech director showed how the iPad is helping out students. Kids improving 50-60% in math, reading and science. Doctors use iPads to spend more time with patients and engage them.
 
1:15 - Salesforce chief says the iPad lets workers bring their data with them.
 
1:16 - [Note: Marc Benioff is Salesforce chief]
 
1:17 - Autistic kid's mom talks about how the iPad has improved; he's "happy and independent" with it.
 
1:18 - Steve Jobs returns to the stage. Exceptional first year, and we'd like to build on that.
 
1:18 - 2001 is the year of the copycats? Most of these tablets aren't even catching up to the first iPad. Today: we're introducing the iPad 2.
 
1:20 - What is it? All new design. It hasn't been tweaked. Dramatically faster with an A5 processor. Dual-core, 2X faster CPU. 9X faster graphics. Same low power as the A4.
 
1:21 - First dual-core tablet to ship in volume, he says (dig at Motorola). Huge improvement. Video cameras: rear camera out the back, and a front-facing camera. Built-in gyroscope.
 
1:22 - One third thinner than the original iPad. Just 8.8mm thick -- thinner than the iPhone 4. Lighter: down to 1.3 pounds.
 
 
1:23 - Comes in two colors: black and white, shipping from day 1. AT&T and Verizon.
 
1:24 - Same 10 hour battery life as before. One month of standby.
 
 
 
1:25 - Prices start at $499 [note: real trouble for Xoom]. Same 16GB, 32GB, 64GB models at same prices, including 3G and Wi-Fi versions.
 
1:26 - Shipping March 11 in the US. 26 more countries on March 25.
 
1:27 - Thing's gonna be everywhere in March. Shows a list: Australia, Canada, France, German, Japan, UK and other countries in the list. This is the year of iPad 2.
 
1:27 - Accessory cable: HDMI mirrored video output up to 1080p. Suppots rotation, doesn't need setup or configuration, and even lets you charge the iPad.
 
1:29 - $39 for the HDMI adapter. Next: smart covers. We did a case for the iPad. We went to all this trouble to make a beautiful design and covered it up with this case. Thought we could do this
 
 
1:30 - ...better. Started from the beginning to design the case alongside the product. Not a case, it's a cover. Covers the glass and then folds around back to act as a stand. Magnets grab and auto-align the cover, adds a microfiber lining that cleans the screen.
 
 
1:31 - Really easy to remove or change. Polyurethane (synthetic) or leather. Video demo to show how it works.
 
1:32 - Wakes up the iPad from sleep when you open it, and puts it to sleep when you close it. Add it and remove it in a second. Jokes you could have a bunch of them and pick the one you want to use today. Five colors of each.
 
1:32 - Polyurethane cases $39, leather cases $69.
 
1:34 - Next: iOS 4.3. Scott Forstall [Senior VP of iOS] up. Significantly increased Safari performance with the Nitro JavaScript engine. More than twice as fast.
 
 
1:35 - iTunes Home Sharing: lets you get music, movies and TV stored in iTunes directly from your iOS device. Just stream from your computer to your iPad/iPhone/iPod touch.
 
1:36 - AirPlay is "even better" in iOS 4.3. You can now use built-in slideshow transitions from the Apple TV on the iPad. Apps and even websites can AirPlay video along with audio.
 
1:37 - Toggle for the switch to go between orientation lock and mute. Personal Hotspot is available, but only for iPhone 4. Share your 3G to other devices.
 
 
1:38 - The iPad 2 comes with new cameras on back and front; to go with these, we have new software, starting with Photo Booth. If you've used it on the Mac, you know how fun it is, and now it works on the iPad. Nine live previews on the iPad - same effects as on the Mac.
 
 
1:42 - Also coming to the iPad 2: FaceTime. Works between two iPads, other iOS devices, and the Mac. Can swap between the front or back.
 
 
1:43 - iOS 4.3 is a free download for March 11. Supports iPad, GSM iPhone 4 [no CDMA, already close?], iPhone 3GS and 3rd/4th-gen iPod touch.
 
1:43 - Jobs up. Introducing more apps here today. Want to set the bar, give 3rd-party devs a way to say that if Apple can do that, I can do better.
 
1:45 - Randy Ubillos (video app team) up. New iMovie: universal app for iPad, iPhone and iPod. Prevision editor, multitrack audio recording, new themes, AirPlay to Apple TV, video sharing in HD.
 
1:49 - Camera button that lets you record video on the spot, or else grab pre-recorded clips. Tap on a clip and get handles to choose what you want to include from it. Precision editor [note: not prevision]. Reverse pinch to do it. See content both before and after the edit. Full control over what you get.
 
1:52 - Shos how it switches themes but lets you customize them. Play to AirPlay. Share to Vimeo now along with YouTube. Arrives on March 11 for $4.99.
 
 
 
1:55 - Next: GarageBand. Touchable instruments. Guitar amps and effects. Eight-track recording and mixing. 250-plus loops. E-mail AACs of your song, files compatible with the Mac version. Xander Soren shows a demo of the instruments; browse and get a keyboard. Tap on the keys like a real piano; there's a button for a sustain pedal.
 
1:57 - Organ demo with a real organ; you can bump up the speaker at the top. Synths: you can slide your finger and glide through notes. Higher on the key adds more vibrato. Drums: soft vs. hard changes the sound. Edge of the cymbal different than in the center.
 
 
1:58 - Guitar Amp: effects sound like the originals. Smart instruments: can work even if you've never played a note in your life. Take a finger, pick a chord and strum. "Campfires will never be the same." Tap individual notes, too.
 
2:00 - Chords have been moved from the frets to the sturm area, so you move your finger to stay in a note. Auto play makes a chord progression, and you pick what you want.
 
 
2:01 - Trim recordings, move them. Supporting up to eight tracks. Beatles had to record eight-track on something the size of a washing machine, but now you can record on an iPad.
 
2:03 - Can e-mail a song directly or put them in the iTunes library; syncs back. Jobs is back out.
 
 
2:04 - Jobs is "blown away with this stuff." Anyone can make music now, on something that's this thick and weighs 1.3 pounds. It's "unbelievable," he said. This is no toy. This is something you can use for real work. Garageband is $4.99 on March 11.
 
2:05 - Recapping: Faster, lighter, thinner, dual cameras and gyroscope, iOS 4.3 with FaceTime and Photo Booth, iMovie and GarageBand, 65K apps, 3G on AT&T/Verizon, 10-hour battery, same prices. Black & white, smart covers.
 
2:05 - We think 2011 is going to be the year of the iPad 2. Rolling a video to show off the iPad 2.
 
2:07 - Jony Ive talking about how amazing the deisgn is. Rigid, sturdy and even more precise.
 
 
2:08 - By removing the side walls, the iPad is more comfortable to hold. Smart covers shown off.
 
2:09 - [note: Apple.com is already updated with the details and the video we're seeing here]
 
2:09 - Showing iMovie and GarageBand, FaceTime, improved AirPlay.
 
2:10 - [Apologies for the double-posts; we're being hit hard by traffic here]
 
2:10 - Done things with this iPad that we could never have done before. Great battery life.
 
2:14 - Jobs back. Showing the sign image of Liberal Arts and Technology crossing. Nowhere is this more true than in post-PC devices, he says.
 
2:14 - Talking about tablet competitors: they talk about speeds like PC companies, have hardware and software made by different companies. "This is not the right approach to this," Jobs said. These are post-PC devices that need to be even easier to use than the PC.
 
2:15 - Need to be intuitive. We think we're on the right track with this. Invites people from Apple in the audience to stand up. Thank everyone for coming. Show ends.
 
2:16 - [No MobileMe cloud service, iOS 5 or other features. All iPad today.]
 
Previous Live Event Coverage:

Apple's September 9 event, September 09, 2014
WWDC 2014 keynote, June 02, 2014
WWDC 2014, June 02, 2014
Apple fiscal Q4 conference call, October 28, 2013
Apple's October 22 media event, October 22, 2013
Apple's September 10 event, September 09, 2013
Samsung Unpacked at IFA, September 04, 2013
Samsung Unpacked 2013 Episode 2, September 04, 2013
Apple fiscal Q3 2013 , July 23, 2013
WWDC 2013 Keynote, June 10, 2013
Apple fiscal Q2 2013 earnings call, April 23, 2013
Apple iPad mini unveiling, October 23, 2012
Apple iPhone 5 launch event, September 12, 2012
Apple Financial Conference Call Q3 2012, July 24, 2012
Live 2012 WWDC Coverage, June 11, 2012
Apple fiscal Q2 2012 results call, April 24, 2012
Apple cash balance call, March 19, 2012
Apple's iPad 3 Event, March 07, 2012
Apple fiscal Q1 2012 results call, January 24, 2012
Apple FYQ4 Quarterly Results, October 18, 2011
Apple - Let's Talk iPhone, October 04, 2011
Apple July Conference Call, July 19, 2011
Live WWDC 2011 Event Coverage, June 06, 2011
Google I/O 2011 day one keynote, May 10, 2011
Apple fiscal Q2 2011 results call, April 20, 2011
March 2 iPad event, March 02, 2011
Intel Thunderbolt Technology, February 24, 2011
HP webOS event, February 09, 2011
Google Android event, February 02, 2011
Apple January January 2011 fiscal results call, January 18, 2011
Verizon NYC Event, January 11, 2011
Google Chrome Event, December 07, 2010
Acer's Interact event, November 23, 2010
Back to the Mac, October 20, 2010
Apple's FYQ4 2010 results, October 18, 2010
Google TV Intro, October 12, 2010
Apple Sept 1 music event, September 01, 2010
BlackBerry August 3 Event, August 03, 2010
Apple iPhone 4 Press Conference, July 16, 2010
Sony E3 Keynote, June 15, 2010
Nintendo E3 Keynote, June 15, 2010
Microsoft E3 Keynote, June 14, 2010
WWDC 2010, June 07, 2010
D8 conference 2010, June 01, 2010
Google I/O Keynote II, May 09, 2010
Google I/O Keynote, May 19, 2010
Apple earnings - 2010, April 20, 2010
iPhone OS 4.0, April 08, 2010

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