The iPad…and how it will affect the industry


Keep refreshing as the page updates:

11:26AM No phone calls from what we can tell.

11:26AM So to recap. No multitasking. No word on notifications.

11:20AM “We will be shipping these in 60 days. 3G models will ship in 90 days.”


11:18AM “And just like we were able to meet or exceed our tech goals, we have met our cost goals… iPad pricing starts at $499.”

11:18AM “If you listen to the pundits, we’re going to price it under $1000, which is code for $999. When we set out to develop this, we had ambitious tech goals, but we had aggressive price goals.”

11:17AM “What should we price it at?”

11:17AM “And the new iBooks application. You can carry literally thousands of books around. And the iWork suite of apps with the best UI we’ve ever seen for something like this.”

11:17AM “WiFI plus 3G if you want it. So iPad. It’s phenomenal. Email is fantastic, best device for photos, great for music, great for video. It runs almost all of the 140k apps on the app store, as well as a whole new generation of apps.”

11:16AM “So we have a breakthrough deal in the US. We hope to have our international deals in the June / July timeframe. However, all of the iPad 3G models are unlocked, and they use the new GSM microSIMs.”


11:14AM “We have a breakthrough deal with AT&T.” Wow. Some serious sharp intakes of breath here.

11:14AM “We have an unlimited plan for just $29.99 a month.”

11:14AM “Now what does it cost for the data plans? Well in the US carriers charge about $60 a month. We have a real breakthrough. Two awesome plans for iPad owners. The first one gives you 250MB of data a month for $14.99.”

11:13AM “Now I’d like to talk about wireless networking. Every iPad has WiFi… but we’re also going to have models with 3G.”


11:12AM “Isn’t it great?” Some slight hesitation. “A few other things. I’d like to talk for a minute about iTunes. The iPad syncs over USB just like an iPhone or iPod.”

11:11AM And the iWork demo is done. “So what are we going to charge for applications like this? We’re gong to charge just $9.99 each.” He means $10 for Pages, $10 for Keynote… etc.

11:09AM Interesting. A data entry keyboard just for entering info into a spreadsheet. There are a number of different keyboard for specific tasks, also a date and time keyboard.


11:00AM Phil is out. “Good morning everyone. iWork is a suite of apps that millions of customers love.”

10:58AM “Now, something very exciting… iWork. A little over a year ago I asked the head of our team about creating iWork for the iPad. The reaction was… ‘ahhh they require a lot of horsepower'”

10:57AM “So iBooks again, a great reader, a great online bookstore. All in one really great app. We use the ePub format. We’re very excited about this.”

10:54AM Five big partners… Penguin, Macmillion, Simon & Shuster… and more.

10:54AM “It has a bookshelf. In addition there’s a button which is the store — we’ve created the new iBook Store. You can download right onto your iPad.”

10:53AM “Isn’t that awesome? These guys only had two weeks. So we’ve seen some really great apps. Let me show you another… one of our apps. That’s an ebook reader. Now Amazon has done a great job of pioneering this… we’re going to stand on their shoulders for this. Our new app is called iBooks.”

10:50AM Chad Evans from — “We were excited to build something for the iPad. We had to create a whole new experience for this display.”

10:49AM Finally,…


10:47AM Travis Boatman from EA is up. “When Apple invited us to come on site, we couldn’t have been more excited. But we wanted to check out this device’s performance as gamers.”

10:46AM This is very slick — probably the most impressive demo yet. A very sophisticated use of the screen real estate. Brushes for the iPad looks like you can go pretty deep. Available at product launch.



10:44AM “Next is Brushes. It’s an extremely popular app.” Steve Sprang from Brushes is up.

10:43AM And Scott is back! That was brief.


10:41AM “So Steve showed you the Times website, it’s beautiful. Why did we come out here to develop a new app for the iPad? Our iPhone app has been downloaded 3m times. We wanted to create something special for the iPad.”

10:40AM “To tell you about their plans for the iPad — Martin Nisenholtz.”

10:40AM “The iPad version of Nova ships later this year…” Interesting. Scott is back. “Next up, the New York Times.”

10:37AM “We’re exciting about possibilities on this. So we invited some developers two weeks ago to see what they could create. We want to show you what they came up with. First, Gameloft.” Mark Hickey from Gameloft is up.

10:36AM “We think it’s going to be another gold rush for devs. And of course every iPad comes with the app store on it.”

10:36AM “We rewrote all of our apps for this display. the iPhone SDK supports development for this now… and we’re releasing it today.”

10:32AM “We can also pixel double and run the apps full screen.”

10:31AM Can run all iPhone apps unmodified out of the box.

10:30AM “What is the battery life like? We’ve been able to achieve 10 hours of battery life. I can take a flight from San Francisco to Tokyo and watch video the whole time. And it has over a month of standby time.”

10:29AM Available in 16GB, 32, 64…



10:22AM “Let me show you a few other things. The iTunes store is built right in. I can sample music, buy songs.” The interface has modals that pop over what you’re viewing to show you song / album info.


10:18AM “Next, photos… this is what photos looks like. I can look at everything as a list of photos. I can tap on it…” Flicks and gestures just like the iPhone.

10:18AM “Now if I want to send a message, I hit compose — up pops this gorgeous keyboard.” Steve is typing, it looks very responsive.


10:17AM Wow, nice email display — message list in a column on the left, full message on the right.

10:17AM “So that’s browsing the web. Let’s go to email.” Again, menus pop down from the top.

10:15AM No flash here… the missing plugin icon is on screen.

10:14AM It’s essentially a huge Mobile Safari — looks really really slick.


10:14AM Slide to unlock screen just like the iPhone. “This is the lock screen — icons fly in. Let’s go right to the web…” — Bookmarks drop down from a bunch of contextual menus up top.


10:13AM “And it’s awesome to watch movies and TVs… let’s take a look at the device.” Demo time!

10:11AM “Way better than a laptop, way better then a phone. You can turn it any way you want. To see the whole page is phenomenal.”

10:11AM “So, gonna give you a little overview. It’s very thin — you can change the homescreen to whatever you want. What this device does is extraordinary. You can browse the web with it. It’s the best web experience you’ve ever had.”



10:10AM “We think we’ve got something that is better. And we call it the iPad.”


10:09AM “If there’s gonna be a third category, it has to be better at these tasks — otherwise it has no reason for being.”

10:08AM “SO all of us use laptops and smartphones… the question has arisen; is there room for something in the middle. We’ve wondered for years as well — in order to create that category, they have to be far better at doing some key tasks… better than the laptop, better than the smartphone.”


10:06AM “So those are the updates that we have today.”

10:03AM “But first I have a few updates. A few weeks ago we sold our 250mth iPod. The second update is about our stores — we now have 284. It’s amazing. Last quarter we had 50m visitors.”

10:02AM “We want to kick of 2010 by introducing a magical and revolutionary product today… but first I have a few updates.”

10:01AM Steve is soaking it in. “Good morning and thank you all for coming.”

As we are approaching the countdown to the official announcement of Apple’s new iSlate, we take a second to look at how this new device will change technology, specifically for the entertainment business. Apple has been known for paving the way in which we run our lives with invention of the iPhone, so it’s only time before the device that has been dubbed the “iSlate,” will change how we operate.

Apple has released very little about the new product, except that it is an extension of the iPhone. iSlate is supposed to be a new competitor to the Kindle, and maybe more.

It is slated to be a game changer, changing the way content is distributed, but Jared Tobman at Reveille says, “Apple has a great playbook for how the new game will be played, but I don’t think one device or one company presents the salvation or the end of content distribution as we know it.”

However, studio executives don’t expect major advances in the way it presents movies, being that it is the same services just a bigger screen than the iPhone. It is rumored that the iSlate will offer the same iTunes download services and the cut for each download will mirror that of the iPhone’s. Studio execs have expressed that they expect the cut to remain the same even if the new product drives more sales due to it’s larger screen.

One way it could change the movie and television industry is if the iSlate comes with new business models including introducing rental services through iTunes, as well as other revenue streams. The only good thing going for Hollywood is that without it, Apple has no content to pull from.

Photo courtesy of Engadget.


Doing our best to bring you "The Pulse of New Hollywood®." Follow us @hollywoodnews

Follow us

Breaking Hollywood News   


Leave a comment

You must be logged in to post a comment.