>> You know, it's true, when something exceeds
your ability to understand how it works, it sort
of becomes magical. And that's exactly what the
It's hard to see how something so simple, so
thin and so light could possibly be so capable.
>> The iPhone was a revolution, and we learned
so much from it and developed so many amazing
technologies and all the applications, the
multi-touch user interface. It was truly an
incredible breakthrough product.
We wanted to take all of that and apply that to
a whole new class of product. The iPad is the
best web surfing experience, the best e-mail
experience, the best photo and movie watching
experience. It's going to change the way we do
the things we do every day.
>> The face of the product is pretty much
defined by a single piece of multitouch glass, and
that's it. There is no pointing device. There
isn't even a single orientation; there's no up,
there's no down, there's no right or wrong way of
holding it. I don't have to change myself to fit
the product; it fits me.
>> We looked at the device and we decided,
let's redesign it all. Let's redesign, reimagine
and rebuild every single app from the ground up,
specifically for the iPad. And with this large
a display you get apps that aren't just a little
bit better than their smaller counterparts. You
get apps that are order of magnitude more
iPad is the best way to browse the web. For
the same reasons that it just feels right to hold
a book or a magazine or a newspaper in your hands
as you read them, it just feels right to hold the
Internet in your hands as you search it. And with
a screen this large, you can just see more of the
web as you're surfing it.
Take the New York Times. You can see all the
top stories. They are all just right there. If
you see something, you just reach out and tap it.
It's completely natural. You don't even think
about it. You just do.
>> iPad is a world class e-mail client that's
incredibly fun but very productive. You can go
through huge quantities of e-mail really quickly,
and it's fun because you're doing it all with your
hands. When you want to compose a new message,
the keyboard automatically slides up from the
bottom. And this keyboard is practically the same
size as a laptop's keyboard. If you want to focus
on a single message, just rotate to portrait and
everything else gets out of the way so you can
concentrate on the content you care about.
>> iPad is absolutely the best way to view and
share your photos. You see every one of your
albums there, as just a stack of photos, and you
can just pinch open to peek in a stack, or just
pinch it open and look at all your photos. If you
want to share with a friend, you can just flip
over the iPad, and the iPad automatically
flips the photo to the correct orientation.
This is an unbelievable device for watching
video. The user interface we built for this is
just fun. When you see something, you touch it
with your finger and it starts playing. There is
no delay. The quality of this video is amazing.
You can double tap, fill the whole screen.
We also built an incredible map application on
here. It's really fast. And we created a
calendar application like nothing you've ever seen
on a computer before. Another app we're really
excited about is called iBooks. When you couple
books with a hi-res color display, reading an
e-book is just such a pleasure. Not only can you
read books on it, but the UI actually flips over
to reveal a bookstore behind it. And with a tap
of your finger, you can purchase and download a
book and immediately start reading it.
So now we have three phenomenal stores on the
iPad: The iTunes store, the App Store, and now
the iBook store. We built the iPad to run
virtually every one of the more than 140,000 apps
available in the App Store as well as the ones
you've already downloaded on your iPhone. So the
apps you use every day and all the games you love
playing are right on your iPad right out of the
Plus, with the release of the iPad SDK,
developers will be building apps specifically for
the iPad. So there's going to be a whole new
gold rush for app developers.
>> The iPad is the most advanced piece of
technology that I've ever worked on at Apple. The
innovation of the product really starts with
multitouch itself. This multitouch is the largest
that we've ever built in a product. And it's on
multitouch of this size that you really feel the
power and performance that multitouch can offer.
By putting well over 1,000 sensors in this
multitouch design, the level of multitouch
accuracy that the customer will experience is
unprecedented. When you take the product out of
the box and hit the power button, the display
immediately comes to life. And I think our
customers' experience with that will be, Wow, this
is a really vibrant display. The back lighting
system is LED, and LED is what gives you the
crispness and color quality in the display itself.
Beyond that we use IPS technology. IPS is a
premium display technology that gives you not only
a great experience looking directly at the device,
but also off angle, when you're sharing the device
with someone else.
The reason why this product responds so well
and you really feel the performance of it is
because of the custom silicon that we designed for
this product. That silicon is called A4, and it's
really built by our hardware team in concert with
our software team. What that gives you is a level
of performance that you can't achieve any other
way. It also gives you the efficiency to achieve
a battery that lasts all day long. Apple's the
one place that you can really do this. We build
battery technology, we build chip technology, we
build software, and we bring all those things
together in a way that no one else can do it.
>> One of the most important features we
designed in the iPad was an affordable price.
Usually when you get the brand-new latest
technology it starts at a high price, and over
time it gets more affordable, works its way down.
We wanted to do it differently. We wanted to take
all this advanced technology of hardware and
software, do everything we could to get it into
the hands of as many people as possible right from
the start. The iPad starts at just 499. That's
>> The iPad on one hand is clearly way bigger
than just a new product. This is a new category.
But yet, millions and millions of people are going
to be instantly familiar with it; they're going to
know how to use it. In many ways this defines our
vision, our sense of what's next.
(Captions by Realtime Transcription.)