Apple Inc. iPad Air launch event: As it happened

When Apple Inc launched the iPhone 5S and iPhone 5C back in September, they had an unfinished business.

Updated: Feb 18, 2014, 16:11 PM IST

Rd. Alexander

When Apple Inc launched the iPhone 5S and iPhone 5C back in September, they had an unfinished business.

Sending out an invitation to the October 22 event, Apple had said, “We still have a lot to cover”.

On Tuesday, Apple's much anticipated and awaited October 22 media event was held at the Yerba Buena Center for the Arts in San Francisco.

Tim Cook and his executives took the stage presented to the world some of the new products of the company such as iPad Air, iPad Mini with Retina Display, MacBook Pros, to name a few.

Given below is a detail of the LIVE Event that took place.


Here we go, guys

-- Presentation starts off with a video, similar to the one they showed off at WWDC back in June.

-- "How can anyone perfect anything?"

-- "Designed by Apple in California" is the end line

-- Tim Cook, CEO of Apple Inc., takes the stage. He is welcomed with big applause as he smiles back

-- He says he really loves the video. He also notes that it was played at the WWDC in June.

-- "It does such an incredible job at talking about our values," he adds.

-- Giving a hint of the day's product, Cook We're going to see "some amazing products". It could "only" could have been made by Apple, he says.

-- But first, he gives an update of iPhones

-- Talks about iPhone 5S and iPhone 5C. He notes the company sold 9 million iPhones by the end of launch.

-- Big applause follows

-- To make the launch more interesting, Cook says it would be more exciting to see videos of company retail stores in the country.

-- Video is shown of stores where fans creating commotion and waiting for the launch of the new Apple product.

-- "This is life in color", says the background music.

-- Good going Cook

-- Tim Cook is happy with the reaction of the fans. It makes our hard work worthwhile, he says.

-- He asserts that the iOS 7 is the "biggest change" for iOS since the iPhone launched

-- Just 5 days after the launch, 200M devices were running iOS 7. As of today, 64% are running iOS 7

-- Now, that is something really great for the company

-- iTunes Radio: 20 million listeners have tuned into the channel listening over 1 billion songs in just the past one month. WOW!!

-- Apple's App Store: Over a million applications on the App Store, and users have downloaded apps 60 billion times. It appears developers have made over USD 3 billion from all of this.

-- Apple wants to "build computers people love to use", Cook says pointing to works like iWork and iLife, and integration with iOS.

-- "They're confused...they chased after netbooks. They tried to make tablets into PCs and PCs into tablets", Cook says, taking a jab at Microsoft. Our competition is different, he adds.

-- He talks about 'Desktop', a rare term with Apple. Nevertheless, it's encouraging to hear the company's commitment to the desktop.

-- So, its OS X and a demo from Craig Federighi - Apple's Mac and iOS software chief.

-- It's a 'doozy', Craig says of the updated OS X

-- Federighi talks about Mavericks, which was shown off last June.

-- Wow!! Demo time...

-- Federighi shows off other OS X Mavericks features like iCloud keychain. He shows off other features like Safari the new reader mode and viewing open tabs

--WOW!! A gratuitous demo of 3D mapping.. Never anything like before

-- To make OS update faster to Mac App Store, Federighi says the company reengineered how it develops software

-- "We're going to revolutionize pricing", Federighi say..

-- Mavericks will be free :)

-- Big applause

-- OS X Mavericks will work on 2007 iMac, MacBook Pro, 2008 MacBook Air and MacBook, and Mac Pro.

-- Mavericks will also work on Lion, still running Snow Leopard with a single step update.

-- And it's available from Tuesday itself

-- Phil Schiller is on the state to talk to us about the MacBook.

-- MacBook... Yes, MacBook....

-- Scott and I are lamenting that we never get called out in the pullquotes from the stage, Schiller says.

-- He talks about 13 and 15 inch MacBook Pro with Retina Display, both of which are getting updated today. 13-inch model is now 3.46 pounds, and down to 0.71 inches thick.

-- Yes! The new 13-inch Pro is thinner and lighter than last year's, as predicted and expected...

-- The new machines run on 4th-generation dual-core Haswell chips, and Iris integrated graphics.

-- Wow!! 9 hours of battery life as well and another 9 hours of iTunes movie playbook.

-- The new MacBook comes with 802.11ac Wi-Fi, Thunderbolt 2

-- Price of the 13 inch MacBook starts at $1299, down from $1499

-- Apple is doing really great..

-- Shipment for the 13-inch 2.4GHz i5, 4GB RAM, Iris Gfx and 128GB storage starts Today itself

-- That's sweet!!

-- The price is about $200 drop from the old one 13-inch

-- 15-inch runs on 4th generation Intel quad core processor, and Iris Pro graphics. Users can also upgrade to GeForce GT 750. Gets 8 hours of battery life, includes 802.11ac, Thunderbolt 2, and OS 10.9.

--$200 off on the 15-inch version too but at $1,999, it still is very high. But it's Apple.. Right?

-- The 15-inch comes with 256GB SSD, 8GB DRAM, 2.0 Ghz i7. Ships today.

-- MacBook Air and MacBook Pro with Retina Display. "That's our notebook lineup," Schiller says.

-- And now, the Mac Pro, Apple's high-end, redesigned tube machine.

-- "People have been blown away by this design," Schiller says of the Mac Pro.

-- This is "the future of the pro desktop," Schiller says.

-- And lo and behold! It is the MacBook Pros starting at $2,999

-- Schiller is slinging out the specs of MacBook Pros - AMD FirePro graphics, 528GB/s total bandwidth and up to 7 teraflops. also up to 1TB capacity

-- More about MacBook Pros from Schiller -Bluetooth 4, 802.11ac, USB 3, and Thunderbolt 2. T

-- Dean Devlin, the filmmaker who did Independence Day is the celebrity endorser. Hehehe..

-- Mac Pro will be available by year-end of $2,999

-- Now, it's iMovie - a new look, will sync up on iOS and on Apple TV via iCloud

-- Garageband, which is going from 8 tracks to 16 tracks. 64-bit devices like the iPhone 5S can handle 32 tracks.

-- Now, it's iPad time

-- Tim Cook, back on state gives some updates on previous iPads

-- 170 million iPad sold earlier this month, number one in customer satisfaction, 475,000 iPad apps on the App Store, Cook says

-- Phil Schiller is back on stage to do the honours for the iPad

-- "Today we think we have the biggest step yet in delivering the vision that is iPad", Phil says.

-- Thinner, lighter, more powerful, he says

-- iPad Air . Yes, that's the new name for iPad

-- 9.7-inch Retina Display with narrower side bezel (43 percent smaller).

-- Now 7.5mm down from 9.4mm. 20 percent thinner, Schiller says. weighs 1 pound, down from 1.9 lbs

-- A7 chip inside, the same chip that's in the iPhone 5S. 64-bit. It also comes with M7 motion coprocessor.

-- iPad Air is 72x faster than the original iPad in GPU performance, Schiller asserts. New version gets 2x increase in rendering, and 2x as fast opening files.

-- 5MB iSight camera, 1080p HD video, FaceTime HD camera with larger pixels, dual microphones, and improved backside illumination on cameras.

-- It comes with 10 hour battery life, silver and white colour and space grey

-- Price starts at $499 for 16GB wiFi. And Cellular for $629.

-- Shipping starts November 1

-- Now, onto the iPad Mini

-- 2048 by 1536 pixel display, 7.9 inches, runs the A7 chip

-- Finally, a Retina Display on iPad Mini

-- This is 4x faster than last year's model, and 8x faster at graphics tasks, Schiller says.

-- Price starts at $399 for 16GB and it is coming in November.

-- Cook is back on stage

-- "It's been an incredible period for innovation and new products," he says.

-- "This is what we mean by designed by Apple in California," says the CEO and he signs off..

-- That's all from us here at Zee Media Limited