On March 2, 2011, Steve Jobs returned to the keynote stage after a long period of medical leave. It was the second-to-last keynote he'd ever present, and he received a long, loud standing ovation. He and Apple had been working on something for a long time, and he didn't want to miss it. The original iPad was supposed to have been magical, but no one, not even Apple, had known exactly how it would weave its spell. A year later and they had a much, much better idea. Where previously they'd known they'd had something, now they were beginning to understand just exactly what they had. It was thinner. It was lighter. It was faster. It was more smartly covered. But it wasn't just about the technology anymore. That alone was no longer enough. It was about the iPad 2.
During the iPad 2 event, Steve Jobs said people had made fun of Apple for using the word "magical" to describe their tablet, but that it had turned out to be just that. He proclaimed 2010 as the year of the iPad. He teased 2011 as the year of the copycats before announcing what he thought it really was — the year of the iPad 2.
Faster, thinner, Lighter
The iPad 2, codenamed K94 and model number iPad 2,1, had the same 9.7-inch, 1024x768, 132ppi screen as the original, and came in the same Wi-Fi and Wi-Fi + 3G HSPA/EVDO Rev. A — hello Verizon! — models. It was considerably faster, however, sporting a new Apple A5 chipset with dual-core 1GHz ARM Cortex A9 processors, dual-core PowerVR SGX543MP2 graphics processors, and double the RAM at 512MB. It was up to twice as fast for CPU, and up to 9 times as fast for GPU tasks. 16, 32, and 64GB of NAND Flash storage remained the same, as did the 25 watt-hour battery. So did Bluetooth at 2.1 + EDR, but a gyroscope joined the sensor array.
Thinner and lighter was taken care of by an all-new design that reduced it from 0.53- to 0.34-inches — making it 33% thinner— and from 1.5 to 1.33lbs. Jobs made sure to mention several times on stage that the numbers were deceptive and at those tiny sizes and weights, small reductions made for big differences in how it felt. It wasn't a breakthrough, certainly nothing that changed it from a 2-handed to a 1-handed device, or made it easier to use for long periods of time without resting it on a lap or surface, but it was a significant improvement.
The iPad 2 also added cameras. Two of them. A rear-facing 1.3 megapixel/720p camera (what Apple now markets as iSight), and a front-facing 0.3 megapixel/VGA camera (FaceTime). They were... terrible. But they were cameras. It also added a second color. In addition to black and aluminum, you could get the iPad 2 with an iPhone 4-style white front plate instead.
Prices stayed exactly the same, starting at $499.
There were also some new accessories. First was a $29 HDMI to 30-pin Dock connector dongle allowed for mirroring the display to an HDTV. Second, was the Smart Cover. It could fold into a typing or viewing stand, and thanks to magnets embedded into the cover and the iPad 2, it stuck on and aligned automatically, and it could wake the iPad when it opened and sleep it again when it closed. They came in polyurethane for $39 and leather for $69, and in a variety of colors.
Impressively, adding to the 65,000 tablet-optimized apps that were already in the App Store, Apple added two more of their own —iMovie and GarageBand.
They were, to put it mildly, a revelation.
Randy Ubillos showed off iMovie, with an old time movie theater main screen, and what would become Apple's new, signature, editing interface. It was precise, it was multitrack. It was amazing. GarageBand was perhaps even more impressive. You could plug in and use real instruments, but it also supported touch instruments right on the iPad. Xander Soren handled that demo, and immediately set a new standard for mobile apps. They showed, arguably for the first time, what the iPad really meant for the future of personal computing. It mean very personal computing. or as Apple had come to call it, post-PC.
Jobs ended the event by focusing on that, and repeating his belief that "technology alone was not enough", while standing at the crossroads of technology and liberal arts.
The iPad 2 launched on March 11 in the U.S., and 25 additional countries on March 25. Apple:
Reviewers liked not only what they saw, but what they felt . Ed Baig, USA Today:
Jason Snell of Macworld:
Yours truly, for iMore:
Cliched as it sounds, the iPad 2 was the first complete iPad, and the template from which all others have followed.
The experience fight
The iPad's competitors remained confused. They saw the tablet post-iPad the way they'd seen it pre-iPad — as simply another form factor for the traditional PC. Like a laptop or netbook was simply a smaller PC, so too they felt the tablet was simply a smaller laptop or netbook. It was evident in their marketing. "Amateur hour is over." "Tell your wife... it has a dual-core processor!"
Competitors told people they could have a more traditional PC experience than the iPad. They could have multiple windows and desktops. They could have Flash. They could have everything the vast majority of them never, not ever wanted.
Despite Apple having spent over a year teaching the world just exactly how to sell hundreds of thousands of tablets, no one else seemed able to leave the PC behind.
Yet that's exactly what mainstream customers wanted.
The PC alienated them. It was intimidating and inaccessible, and more of the same was the so much less appealing, they stayed away in droves. They brought specs to an experience fight, and their primary use case ended up being preventing warehouse shelves from floating up off the floor.
To this day, it's a lesson very few outside Apple have learned, and one Apple is now trumpeting with their Your Verse campaign — The tablet wasn't meant to replace the PC for mainstream users. It was meant to succeed it.
One year later
Apple sold 15 million iPads in 2010, more than all Tablet PCs sold in history before that. It was impressive. Then the iPad 2 came along and sold 15.4 million in Q4 2011 alone. Almost 30 million from March to December. From 65,000 tablet-optimized apps, they reached 200,000.
Year of the iPad 2 indeed...
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Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.