11:13 Jobs: “This is worth repeating. It’s in Apple’s DNA that technology is not enough. It’s tech married with the liberal arts and the humanities. Nowhere is that more true than in the post-PC products. Our competitors are looking at this like it’s the next PC market. That is not the right approach to this. These are pos-PC devices that need to be easier to use than a PC, more intuitive.”
11:10 Starting to wrap up proceedings
11:07 Oh yes Jony is Apple’s UK-born designer – the man who reintroduced style into Apple’s hardware
11:06 Jony Ive video – but he’s here in the audience. Oh well.
11:04 This is no toy but only costs $4.99 (£3.00)
11:03 Steve returns. “I’m blown away with this stuff. You know, playing your own instruments. Or using the Smart Instruments. Anyone can make music now.”
11:01 Pretty much an intuitive interface for the music editing. Will probably cause a secondary market for iPad bands
10:58 Weird world of instruments for non-musicians. Auto chord select for guitar which you strum on screen to play a tune
10:56 Now the percussion section. Hitting rim of drum gives rim click sounds and hitting different parts of the cymbals varies the ringing effect
10:55 Keyboard effects are pretty impressive through the auditorium speakers. Rock organ, speaker rotation for jazzy effects
10:53 Onscreen keyboard varies sound according to how hard you hit the virtual keys. How’s it done? With the accelerometer
10:48 Music auto-switches with themes. Neon Theme sounds a bit Alt Rock
10:47 Added to the audio with over 50 sound effects
10:45 Showing editing capabilities right on the iPad
10:44 Randy Ubillos ready to demo the features
10:42 New apps for video. First iMovie for iPad
10:41 Can FaceTime video from iPad 2 to iPhone 4 customers
10:40 Showing front and back cameras and how they can be used.
10:39 Personal hotspot for iPhone connection. New cameras built in with new Photo Booth software – DEMO
10:37 Tap AirPlay icon and it finds your Apple TV. If you’re sharing photos, you can use the built-in slideshow options.
10:36 Safari performance improved. AirPlay improved.
10:35 New release: iOS 4.3 intro by Scott Forstall
10:34 Poly cases are $39, Leather $69
10:32 Five polymer covers and five leather in a range of colours
10:30 Case is a new design – it’s not a case it’s a cover – and cobvers the front of the device to fold out as a stand or a ridge to give rake angle for typing and viewing
10:28 HDMI output on board. Mirrored video output. 1080p and works with all apps
10:28 In US and March 25 in 26 other countries (UK included)
10:27 Shipping March 11th
10:25 Adding stuff like cameras, faster CPU, gyroscope. Something’s gotta give. But, no, they’ve even found a way to maintain battery life: over a month on standby and 10 hours of usage – according to tests
10:24 Works with Verizon and AT&T
10:22 It’s thinner and comes in two colours (cheers from the crowd)
10:20 This is the first dual core tablet to ship – “The first iPad was no slouch – this is a lot faster”
10:19 “We go all out on the graphics performance. Up to nine times faster.”
10:16 Video showing how iPads are being used in various industry sectors such as health care
10:09 We sold 15m iPads – more than any Tablet PC ever sold. Many have said that this is the most successful consumer product ever sold. Over 90percent market share
10:07 All Apple products have been blockbusters: iPod, then iPhone and now iPad. In a position where most of our revenue comes from these products
10:06 Apple claims to have the most credit card accopunts for iBooks – but admits Amazon does not publish their figures
10:04 Preamble: 100m book downloads in less than a year. 2,500 publishers in the iBook store
10:03 Steve, oh Steve – Mr Jobs has entered the building
10:02 am Beatles playing on the sound system. Preparing to start
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