The quick reference guide to Apple's keynotes
Come see what 2011 will be the year of
DATE
Wednesday, March 2, 2011
DURATION
1 hour, 12 minutes
LOCATION
Yerba Buena Center
AUDIENCE
Press
MASTER OF CEREMONIES
Steve Jobs
Pronuntiatio
A standard definition version is available on YouTube.
You can download a standard definition copy from Apple's Keynote podcast.
Dispositio
0:57
iBooks
Steve Jobs
  • 100 million books downloaded
  • Random House added to iBookstore
  • 2:00
    App Store
    Steve Jobs
  • 200 million accounts
  • $2 Billion paid out to developers
  • 3:28
    iPhone
    Steve Jobs
  • 100 million iPhones shipped
  • 3:50
    iPad
    Steve Jobs
  • Says we are in a Post-PC age
  • Says they're never going to give up 10-hour battery life for iPads
  • 15 million iPads sold in calendar year 2010
  • 65000 apps designed for iPad, with very few designed to work well with other tablets
  • We Made a Video
    We Made a Video
    How iPad made an impact with Apple's Phil Schiller & Ron Johnson
    Plus Chicago's John Connolly, Dr. John Halamka, Salesforce's Marc Benioff, Howard Shane and Shannon Des Roches Rosa
  • Introduces the iPad 2, a thinner and lighter iPad with cameras, available in white from day one
  • Accessories include HDMI dongles and SmartCovers
  • We Made a Video
    We Made a Video
    Cute Pixar-esque short on how SmartCovers attach and are used
    29:43
    iOS
    Scott Forstall
  • New version of iOS 4.3, includes iTunes Home Sharing, Safari and AirPlay improvements, and the ability to choose what the iPad switch controls
  • Demos PhotoBooth and FaceTime for iPad 2, with the help of Michael Tchao
  • 38:35
    iMovie
    Steve Jobs
  • Announces iMovie for iPad
  • 40:15
    iMovie
    Randy Ubillos
  • Demos iMovie for iPad, creating a sample video
  • 47:35
    GarageBand
    Steve Jobs
  • Announces GarageBand for iPad
  • 48:14
    GarageBand
    Xander Soren
  • Demos GarageBand, with the ability to play virtual instruments on the iPad
  • 1:00:00
    iPad
    Steve Jobs
  • Summarizes release information for iPad 2
  • White Zone
    We Made a Video
    (Starring People Trapped in a White Phantom Zone)
    Jony Ive      Michael Tchao
    Scott Forstall      Bob Mansfield
  • Dismisses speeds and feeds; says Apple is at the intersection of Technology and Liberal Arts
  • Memoria

    Since Steve Jobs came back to Apple in the late nineties, numbers appended to product names were verboten. In the WWDC ‘98 keynote, he showed a slide of all the Mac model numbers there were at the time and how confusing it was to tell them apart. From that point on, there would be no numbers suffixed onto any Mac, and other hardware lines like iPod and AppleTV would never get them either. If necessary, a generation number can be used in support documents.

    And then came the iPhone.

    Apple famously got the carriers to relinquish a huge amount of control when the iPhone was introduced. But I wonder if one of the very tiny concessions that the carriers got in exchange was that each model of iPhone would get a unique model name. I could definitely see AT&T balking at selling the brand new "iPhone (third generation)", and certainly not the "iPhone (2009 edition)".

    I think deep in Apple’s marketing’s heart, they’d still prefer to only sell an iPad Pro, an iPad Air, and an iPad Mini. No numbers. But in 2011, the seal had been broken for product enumeration by the iPhone 4, and that opened the door a tiny crack for an "iPad 2".

    Having numbers makes sense when a product line gets larger by selling last-year’s model alongside the new one. It’s easy for Apple Store employees to say that iPad Mini 2 has these features and that iPad Mini 3 adds the Touch ID.

    But that explanation doesn’t work for iPad 2. The original iPad, practically dismissed in this keynote as much too thick and heavy, with a hideous case that made it even thicker and heavier, was consigned to history and pulled from store shelves.

    My theory for the real reason why this iPad wasn't called iPad (second generation) is much simpler. The running theme of the keynote was "2010 was the year of the iPad. Come see what 2011 will be the year of"

    The only punchline that works is "iPad 2."

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