Transcript
[0:00] Get to the main event. I chuckled when I saw this.
[0:17] But before we get to that I want to go back to 1991 when Apple Apple announced and shipped its first power books,
books. This was the first modern laptop computer. Apple actually invented the modern laptop computer with these power books. It was the first laptop that had a TFT screen, the first
modern LCD screens. It was the first laptop that pushed the keyboard up creating palm rests and had an integrated pointing device, in this case a trackball. Well, of course,
Almost 20 years later, we've got incredible laptops now.
[1:00] Just a few years ago, in 2007, Apple reinvented the phone with the iPhone.
And a few years later, we've got the great iPhone 3GS, the best phone in the world.
And so all of us use laptops and smartphones now. Everybody uses a laptop and or a smartphone.
And the question has arisen lately. Is there room for a third category of device in the middle, something that's between a laptop and a smartphone?
And of course, we've pondered this question for years as well.
The bar is pretty high. In order to really create a new category of devices, those devices are going to have to be far better at doing some key tasks.
They're going to have to be far better at doing some really important things. Better than the laptop, better than the smartphone.
What kind of tasks? Well, things like browsing the web. That's a pretty tall order.
Something that's better at browsing the web than a laptop?
OK. Doing email.
Enjoying and sharing photographs.
[2:19] Video, watching videos, enjoying your music collection, playing games, reading e-books.
If there's going to be a third category of device, it's going to have to be better at these kinds of tasks than a laptop or a smartphone.
Otherwise, it has no reason for being.
Now, some people have thought that that's a netbook.
[2:49] The problem is netbooks aren't better at anything. They're slow, they have low quality displays, and they run clunky old PC software.
So they're not better than a laptop at anything. They're just cheaper. They're just cheap laptops.
And we don't think that they're a third category device. But we think we've got something that is. And we'd like to show it to you today for the first time.
And we call it the iPad. So let me show it to you now.
This is what it looks like.
I happen to have one right here. That's what it looks like.
Very thin. It looks just like this. So, just give you a little overview.
It's very thin.
[4:07] And you can change the background screen, the home screen to personalize it any way you want. People put their own photos on it, I'm sure, but we ship a few and you can make it anything you want.
[4:21] And what this device does is extraordinary. You can browse the web with it.
It is the best browsing experience you've ever had.
It's phenomenal to see a whole web page right in front of you, and you can manipulate with your fingers.
It's unbelievably great. Way better than a laptop. Way better than a smartphone.
And you can turn iPad any way you want. Up, down, sideways. It automatically adjusts however you want to use it.
And again, to see the whole webpage is phenomenal. Right there holding the internet in your hands.
It's an incredible experience. Phenomenal for mail.
You want to focus in on a message. You can do that.
See your inbox. Again, just turn iPad sideways.
Get a different view on your mail. to compose window, a keyboard pops up that's almost life size. It's a dream to type on.
[5:28] For photos, your albums are shown as stacks of photos. Your albums are events.
You can unfold them, look at all your photos, flick through them. Got some great slide shows built in. It's a wonderful way to share your photos with friends and family.
Built in a calendar, you can see your month's activities or your day's activities and everything in between.
Built in a great address book for your contacts. Have a great maps application which works with Google's back end.
Show you maps, satellite views, zoom in on things. iPad is an awesome way to enjoy your music collection.
[6:13] And of course, we have the iTunes store built right into the iPad so you can discover music, you can purchase it, movies, TV shows, podcasts, iTunes University, everything built right into the iPad.
YouTube, you can watch YouTube on it, including YouTube and Hi-Def now. They've got a lot of Hi-Def video.
And of course, it's awesome to watch TV shows and movies on.
So that gives you a little overview of what the iPad can do, but it's nothing like seeing it, so I'd love to show it to you now.
Let's take a look at it.
[7:02] Again, using this thing is remarkable. It's so much more intimate than a laptop, and it's so much more capable than a smartphone with this gorgeous large display.
So this is the lock screen. I unlock it, the icons fly in. Let's go right to the web.
So here we are at apple.com, and I'm just going to go to Safari. I just touch the bookmarks icon and touch the New York Times, let's say.
And here we are right at the New York Times. You can see how fast it is.
And I can just scroll around here and look at the whole front page of the New York Times.
Anywhere I want to go, anything I want to make bigger, I can make bigger.
[7:54] If I want to go into a story, I can just touch it.
[8:01] And I go into that story.
[8:07] Back to the front page. And so I can browse around the New York Times so easily.
It's really great. Go down here.
[8:23] See what's happening today?
[8:28] And again, just so easy to go into a story like this.
[8:34] See the photographs, read the story. It's that simple. Let me go to another website here. Let's go to Time Magazine.
See what's up in Time's website.
[8:52] Just flick through the website, see what's happening.
[8:56] Go to another one here. Fandango. Want to buy some tickets to a movie?
Grab the tablet that's in the kitchen. Go to Fandango on your iPad and buy your tickets.
It's that simple. The whole website in the palm of your hands.
Let me go to another one. It's kind of nice, National Geographic.
[9:29] And again, you know, we can look at this in landscape mode if we'd like.
Go back to portrait. It's very, very simple. and it adapts to the way I want to use it.
[9:51] And again, I can zip around this website, just touching on pictures of animals, what I want to see.
[10:03] It's just gorgeous, right in the palm of your hand. So, that is browsing the web. Let's go to email.
So here I've got a message. As you can see, I can have photographs in the message. And I can have my inbox right here.
I can turn it sideways like this, and I can also browse messages just by having my inbox here on the left.
[10:33] Take a look and see what kind of messages I've got. Here's another one. This is the Paris Metro. Let me go focus on that message here, and I can just, you know, make this as big as I want.
Check out the metro in Paris.
[10:53] Napa Valley. Here's a PDF. You can just tap on the PDF.
It displays it, shows me all the wineries. And I can plan out my trip to Napa Valley.
[11:13] So that's how simple mail is. Now if I want to reply to a message or go ahead and send a message, I just hit the compose button here. And up pops this gorgeous keyboard.
And let's say Scott Forrestal and Phil Schiller.
[11:46] There we go. It's that simple to do email on the iPad. Okay, next let's go into photos.
This is what photos looks like. I can just look at everything as a list of photos, again in portrait or landscape, and just fly through. I can look at any photo like this just by tapping on it.
And again, turn it from portrait to landscape. and just flick through my photos.
It's that simple. I also can look at my photos as albums and it grabs the metadata from any PC or Mac,
and if I'm on a Mac I can also get events, faces, and places from iPhoto. Now once I have these I can look inside of any album as an example,
and say, you know, is this the one I'm looking for? I can just,
pinch it open, no that's not it. Is this the one?
No, that's not it. This must be the one. Yep, that's it. And again, just flick through these photos. I have a little bar at the bottom if I want to scrub through them.
Or I can just flick left or right through the photos.
[13:02] It's really wonderful.
[13:07] I have again events, Let's see all the photos with Liz in them here.
[13:22] And places. Shows me a map of all the places I've taken photographs. So I can just hold down one of the pins, push on one of the pins and see all the photos I took there, see all the photos I took in New York.
Let's go to Paris. Here's all the photos I took in Paris. Just tap on it to open them.
And in addition to just looking at them as we have, we have built-in slide shows.
And so I can bring up a slide show here and select my music and pick one of the different transitions. So I'm going to pick one called origami.
[14:33] You get the idea. Isn't that cool? So that's photos.
Let's take a look at our music collection. Built-in iPod. And here's all my albums.
And I can just scroll through my albums, find something I like.
When I see something I like, I just tap on it, and say, you know, let's play a song.