"Best of all, this has an incredible level of performance. Fastest chip ever. A9X."
"Pro Audio system. 4 speakers working in a stereo system. Frequencies between highs and lows depending on how you use it."
"But now with a two-tone display it does."
"You go into the warm incandescent light of your home and the paper takes on a warm tone. But digital devices emit light, have the same tone no matter where you area."
"But the second features is a breakthrough that has never appeared on any device before. It's incredibly innovative. We call it a true tone display. Measures color temperature of the ambient light and adjusts the display to match."
"In addition, it supports two really breakthrough features. It works with NightShift."
"There's a very wide color gamut. ... 25% greater color saturation than iPad Air 2."
25% brighter than an iPad Air 2.
40% less reflective than Air 2
"Photo alignment tech so incredible contrast ratio and sharp text."
"Has a Pro display. Oxide TFT display driven by custom Apple timing controller."
"Best of all they can get access to all of those incredible apps in the app store. Now more than 1M apps in the app store designed for iPad and they work beautifully with iPad Pro."
"Many of them will find it's their ultimate PC replacement."
I think Microsoft would agree! haha. They'd love people to upgrade to newer PCs
"There are over 600M PCs in use today that are over 5 years old. This is really sad."
"The majority of people coming to iPad Pro come from Windows."
"There's a second group of people we'd love to reach with this new iPad Pro. Windows Users."
"We've sold over 200 million iPads with a 9.7-inch display. It's Apple's most popular tablet size."
"We started iPad with a 9.7-inch display for a good reason. Big enough to get work done but small enough to carry."
"Why make an iPad Pro that's smaller?"
"An entirely new iPad Pro based around a 9.7 inch Retina display."
The second member of the iPad Pro family
"People love iPad Pro. It is a revolutionary device."
iPad sales have been in free-fall for the past two years. Apple hoped November's iPad Pro would buoy sales by attracting business users, but it hasn't caught on. In the December quarter, unit sales tumbled 25 percent to 16.1 million. That marked the eighth quarter in a row iPad sales have fallen from the previous year.
Schiller is talking up iPad Pro, but the whole line has been struggling.
"Customers have really fallen in love with the new iPad Pro."
Now we've got Phil Schiller, head of marketing, to talk up the iPad.
Apple released its hulking 12.9-inch iPad Pro and the petite 7.9-inch iPad Mini 4 last fall, but it didn’t update its two-year-old, 9.7-inch iPad. Instead, it kept selling is iPad Air 2, which debuted in late 2013.
Apple’s iPad lineup, once the company’s hottest product line, has been struggling for the past couple years. Consumers have been holding on to their tablets for longer and opting to purchase bigger-screen iPhones and Macs instead.
Tim Cook is back to talk about iPad
Note, the SE is cheaper than what the 5S cost before today. That one was $450.
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