Tim Cook came back on stage to talk about iPads, starting with the trajectory of the tablet, which is only three years old.
Apple believed in its vision from the beginning and today there are almost 180 million iPads sold, with a market share * in use * of 81%, against 19% of all competition they can sell more, but people use their iPads a lot more and so Apple knows they are making a good product. Another example? The iPad has always been the first in consumer satisfaction rankings. There are only 475,000 apps created specifically for iPads. And it's not just the quantity, but mainly the quality of most of these apps that make the difference.
A short video showed how people use iPads today: restaurants, schools, firefighters, hospitals, art, music, video, companies, tourism and so on. To further assist these people in using a good tablet, new versions of the iPad were launched, starting at iPad Air!
The 9.7-inch model now has the look of the iPad mini, with frames 43% smaller than the previous ones. It is also thinner on its side, it drops from 9.4mm to 7.5mm thick, 20% less than before, lighter and more powerful than ever. The experience of holding it, for example, is much better and different than before, taking into account that it is the lightest tablet in the world (in this size category, of course).
Inside we have an A7 chip, the same as the iPhone 5s. There are 64 bits with more than 1 billion transistors, in addition to the M7 motion coprocessor. The CPU performance 2x higher, together with graphics of the first iPad until today, the performance gain 8x higher; in graphics, the jump was incredible: 72x more! It renders graphics faster, better for opening heavy / complex files, among other many improvements, such as Wi-Fi with MIMO technology (Multiple-In-Multiple-Out up to 2x faster than before, but still 802.11n), more support for 4G LTE networks, improved cameras, two microphones, better display lighting, the same 10 hours of battery life, etc.
No gold, however. The colors of the iPad Air are space gray (with black) and silver (with white). The new model arrives to replace the fourth generation iPad, starting at the same $ 500 (Wi-Fi) and $ 630 (Wi-Fi + Cellular) in the United States, of course. Interestingly, the Highlander iPad 2 continues to be marketed by Apple.
Unlike the other news announced today, the iPad Air will not be available today for sale starting on November 1, in an immense list of countries that, unfortunately, does not include Brazil.
Now let's go to the new iPad mini!
Yes, he finally got a Retina display, with the same resolution as the iPad Air for that, however, he had to get a little heavier (0.23 grams on Wi-Fi and 0.29 grams on Wi-Fi + Cellular ) and thick (0.3 cm difference).
Only 2048 × 1536 pixels in 7.9 inches, which obviously makes the screen much sharper and more beautiful. Like its bigger brother, the iPad mini comes with the A7 chip a leap forward compared to the first generation, equipped with an A5. The cool thing is that, even with all these new features, the battery continues with the traditional 10 hours of duration.
But the news of the mini does not stop there: it also has Wi-Fi with faster MIMO, expanded 4G LTE and improved cameras, that is, an iPad Air in a 9.7-inch case / screen. The colors are the same (space gray and silver) and the price has gone up a little bit from the basic model (16GB Wi-Fi) now costs $ 400 instead of $ 330. However, the first version of the iPad mini continues to sell, now for $ 300 (16GB Wi-Fi) and $ 430 (16GB Wi-Fi + Cellular). As with Air, the 128GB model is also available in the mini mini for those who really need space!
Apple did not give an exact date for the start of sales of the mini, stating only that it will be available in November.
Smart Covers and Smart Cases have been renovated to accommodate the new iGadgets: the first cost $ 40 while the second (which further protects the device and is made of leather), costs $ 80 (Air) and $ 70 (mini) both have a red version, of the project (RED).