Starts by referencing the Post PC revolution, and the Apple products in that category, the iPod, iPhone and iPad
172 million of these devices sold last year
Shows some photos of their new largest store in Amsterdam
362 stores now open, with 110 million visitors last quarter
Shows some photos of the new Grand Central Station in New York City
The opening of the Grand Central Station store
315 million iOS devices sold, 62 million in the last quarter
Shows a quote of a review for Siri
Plays some Siri responses from Australia, France and Germany, plus the new Japan version available today
585,000 apps in the App Store, downloaded 25 billion times
100 million iCloud users
iTunes in the Cloud expanded to include movies
Movies and TV shows in the iTunes store will now be available in 1080p
New AppleTV now supports 1080p and has a more streamlined user interface
Does a demo of the new AppleTV, starting with a National Geographic screensaver
Shows Photo Stream and the movie Extremely Loud and Incredibly Close
Available for the same price of $99, with pre-orders starting today
15.4 million iPads sold last quarter, more than any PC manufacture did with their PC units
Shows photos of iPads in use around the world
Quotes a review of the iPad
Says the iPad is the favorite of users for email, browsing the web, reading books and playing games
Mentions some of the over 200,000 apps designed for iPad
Over a hundred competing tablets launched in 2011. Shows very basic Twitter and Yelp apps running on a Samsung tablet, which are basically blown up phone apps
55 million iPads sold
Who's going to come out with a better tablet than the iPad 2? "We are"
Reveals the new iPad has a retina display, with more pixels than the screen behind him, giving them a slight presenting challenge
Your eye cannot discern individual pixels at a distance of 15 inches
44% higher color saturation
Uses the A5X chip, with quad-core graphics
Rebrands the back camera as the iSight camera, with a 5 megapixel sensor, 1080p video recording, and internals similar to the iPhone 4S
Shows some photos, unstabilized, and stabilized video taken with the iSight camera
The new iPad gets voice dictation, but not Siri
The cellular model gets 4G LTE antennas, in separate models for AT&T and Verizon, but still 3G world ready
If your cellular provider allows it, will support personal hotspots
Keeps the same pricing as the iPad 2, available on March 16, with pre-orders starting today
Reviews some of the built-in apps that were updated to retina, and says that developers can update their apps with little effort
Namco's James Shelton & Revo's Razvan Baraitaru
Sky Gamblers Air Supremacy
Autodesk's Chris Cheung & Lawrence Yang
Epic Games' Mike Capps & Rod Ferguson
Infinity Blades Dungeons
Notes that iWork launched with the first iPad, and are updated today with new 3D charts, animations and transitions
Notes that GarageBand and iMovie launched with the second iPad, and are updated today with iCloud integration and other new features
Musicians using the new Jam Session feature of GarageBand
"At the end, don't you just want the guitar player to smash it?"
iMovie updated with retina and a movie trailer maker
A movie trailer made with iMovie for iPad
Points out that there are three apps in iLife for the Mac
Introduces iPhoto for iOS, with new editing tools, brushes and effects
Has Photo Beaming for moving photos around devices and Photo Journals for sharing them with friends
Does a demo of iPhoto for iPad, reviewing and editing 12 megapixel photos from his trip to Antarctica
Goes through the various tools and effects, and creates a Photo Journal
Available in the App Store today
Going to keep the iPad 2 in stores starting at $399
Michael Tchao Scott Brodrick
Bob Mansfield Eddy Cue
Summarizes the iPad announcements today
When a screen becomes this good, it's simply you and the things you care about
So why wasn't this called the iPad 3?
I've seen suggestions that Apple's marketing department knew the iPad Air design was coming down the pipeline, and they wanted to move away from numbers ahead of the debut of the iPad Air.
That was going to happen in late 2013. A product much further along in the pipeline was the iPhone 5, and specifically the A6 chip that powered it and the reversible Lightning port that was going to be introduced with it later in 2012. Apple was going to thoroughly embrace the Lightning port with as many products as possible in 2012, refreshing the iPods at the same event as the iPhone 5.
There was a palpable sense of disappointment that the iPad 2 did not have a retina display. Apple could not get away with another low-res screen for the next refresh.
With the first two iPads released in the Spring, and the A6 chip and Lightning port not ready to go until the Fall, Apple had to compromise instead of waiting 18 months to refresh the only iPad in their lineup.
It's uncharacteristic for an Apple update: it's slightly thicker, slightly heavier, runs slightly hotter, and uses last year's chip (with extra graphics cores). But it succeeded at its job to bring retina to the iPad.
Apple knew that the fourth iPad would most likely be ready for the Fall. Why name the third one the iPad 3 when it would be a stop-gap product that will be replaced in six months with an iPad 4?
When products get enumerated, it emphasizes the churn. It enters the lexicon. "Wow, you have the third one, I only have the second one." Saying you still use an iPhone 4 might raise an eyebrow, whereas nobody would blink an eye at seeing a 2010 MacBook Pro in a coffee shop today.
By giving the getting rid of the number, they tamp down the problems of having a product on the market for only six months. Buyers of the third iPad don't feel as much sting for being superseded so soon.