Apple is now basically giving away all its consumer-grade software (including operating systems) for free.
Cook: Apple has now sold 170 million iPads.
Cook going into a talk about how you can't just look at sales numbers -- esp. from competitors -- the iPad's used four times more than those devices, Cook says (citing data from somewhere)
Tim again going back to the usage stat again. "This is what is important to us."
And it's the number one in customer satisfaction, he adds.
Cook: Can't think of any product that's come so far so fast.
These are all arguments the company's made before to Wall Street, at least. Pushing it hard now on the press.
Cook: Don't focus on market share, focus on usage share. iPad leads -- 81% of tablet usage is on the iPad.
Now up to 475,000 iPad apps on the App Store. "Not this stretched out smartphone app our competitors are doing ... nobody else is close to this."
Anne: Ha! No. We've just finally gotten to the "main" event.
There are over 4,75,000 iPad apps.
475K iPad apps in the App Store. "No one else is close to this," Cook says.
Tim is really teasing this one out. Who's ready for a new iPad already?
Cook's going to roll a video for us to show us interesting or noteworthy things people are doing with iPads, like fixing windmills, and harvesting crops, speed skating, and olympic diving.
Cook: Couldn't have imagined all the ways our customers are using (iPads).
And yes, even taking pictures holding up a giant tablet.
Apple now showing a video about just that...
In factory, in field, for athletic training....
We're seeing gliders with iPads, firefighters with iPads, dance studios, surgeons, farmers, students...
More things: in surgery, construction, animation, art, playing with kids, concerts, making music -- and once again, taking photos with a giant tablet.
A lot of focus on how the iPad is reinventing paradigms. New use cases.
Video's over -- Cook's back out. "Each of those scenes has an amazing story behind it. We want to help our customers create even more amazing customers, because we know this is just the beginning for iPad."
So that means new iPad, and Phil Schiller comes back up to drop some specs.
Phil's back. He gets the honors of unveiling the new iPad(s).
Here is a news story from Jackson, MS, on the long lines for a previous generation of the iPad.
Looking at a photo of the old iPad, can't help but think "Look at those bezels!"
Schiller going over the change to the look and feel of each generation of iPad. And you know where this is going...
Schiller heading back on stage to talk about the new iPads.
Schiller calls this the biggest step yet. So we've got a video.
"Today we think we have the biggest step yet in delivering the vision that is iPad."