The quick reference guide to Apple's keynotes
We have something you really have to see. And touch
DATE
Wednesday, March 7, 2012
DURATION
1 hour, 25 minutes
LOCATION
Yerba Buena Center
AUDIENCE
Press
MASTER OF CEREMONIES
Steve Jobs
Pronuntiatio
A high definition version is available on YouTube.
You can download a high definition copy from Apple's Keynote 1080p podcast.
Dispositio
0:00
Welcome
Tim Cook
  • 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
  • 3:09
    Retail
    Tim Cook
  • 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
  • We Made a Video
    We Made a Video
    The opening of the Grand Central Station store
    7:10
    iOS
    Tim Cook
  • 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
  • 9:35
    App Store
    Tim Cook
  • 585,000 apps in the App Store, downloaded 25 billion times
  • 10:38
    iCloud
    Tim Cook
  • 100 million iCloud users
  • iTunes in the Cloud expanded to include movies
  • 11:38
    AppleTV
    Tim Cook
  • 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
  • 12:45
    AppleTV
    Eddy Cue
  • Does a demo of the new AppleTV, starting with a National Geographic screensaver
  • Shows Photo Stream and the movie Extremely Loud and Incredibly Close
  • 16:50
    AppleTV
    Tim Cook
  • Available for the same price of $99, with pre-orders starting today
  • 17:07
    iPad
    Tim Cook
  • 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"
  • 24:09
    iPad
    Phil Schiller
  • 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
  • Third Party
    Third Party Demo
    Namco's James Shelton & Revo's Razvan Baraitaru
    Sky Gamblers Air Supremacy
    Third Party
    Third Party Demo
    Autodesk's Chris Cheung & Lawrence Yang
    Sketchbook Ink
    Third Party
    Third Party Demo
    Epic Games' Mike Capps & Rod Ferguson
    Infinity Blades Dungeons
    55:20
    iWork
    Phil Schiller
  • Notes that iWork launched with the first iPad, and are updated today with new 3D charts, animations and transitions
  • 56:20
    GarageBand
    Phil Schiller
  • Notes that GarageBand and iMovie launched with the second iPad, and are updated today with iCloud integration and other new features
  • We Made a Video
    We Made a Video
    Musicians using the new Jam Session feature of GarageBand
    Pretty Decent Joke
    Pretty Decent Joke
    "At the end, don't you just want the guitar player to smash it?"
    58:42
    iMovie
    Phil Schiller
  • iMovie updated with retina and a movie trailer maker
  • We Made a Video
    We Made a Video
    A movie trailer made with iMovie for iPad
    1:01:40
    iPhoto
    Phil Schiller
  • 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
  • 1:03:24
    iPhoto
    Randy Ubillos
  • 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
  • 1:14:24
    iPhoto
    Phil Schiller
  • Available in the App Store today
  • 1:15:13
    iPad
    Phil Schiller
    White Zone
    We Made a Video
    (Starring People Trapped in a White Phantom Zone)
    Michael Tchao      Scott Brodrick
    Bob Mansfield      Eddy Cue
  • Going to keep the iPad 2 in stores starting at $399
  • 1:22:15
    iPad
    Tim Cook
  • Summarizes the iPad announcements today
  • We Made an Ad
    We Made an Ad
    When a screen becomes this good, it's simply you and the things you care about
    Memoria

    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.

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