Apple media events

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The Yerba Buena Center for the Arts's exterior prepared in anticipation for the March 2, 2011 unveiling of Apple's iPad 2.

Apple Inc. announces new products, product redesigns and upgrades through press conferences that garner a significant following in traditional and online media.[1] Often the purpose of the event is kept as a secret to create buzz and only unveiled during the event.[2]


At the Macworld Expo on January 9, 2007, Jobs announced that Apple Computer, Inc. would from that point on be known as Apple Inc., because computers were no longer the main focus of the company, which had shifted its emphasis to mobile electronic devices. The event also saw the announcement of the iPhone and the Apple TV.[3] The following day, Apple shares hit $97.80, an all-time high at that point. In May, Apple's share price passed the $100 mark.[4]


The iPad was announced on January 27, 2010, by Steve Jobs at an Apple press conference at the Yerba Buena Center for the Arts in San Francisco.[5][6]

Jobs later said that Apple began developing the iPad before the iPhone,[7][8][9] but temporarily shelved the effort upon realizing that its ideas would work just as well in a mobile phone.[10] The iPad's internal codename was K48, which was revealed in the court case surrounding leaking of iPad information before launch.[11]

iPad 2[edit]

Apple sent invitations to journalists on February 23, 2011 for a media event on March 2.[12] Apple CEO Steve Jobs revealed the iPad 2 device at the Yerba Buena Center for the Arts on March 2, 2011, despite being on medical leave.[13][14]

The New iPad (3rd generation)[edit]

On February 28, 2012, Apple announced a media event scheduled for March 7, 2012 at the Yerba Buena Center. Apple didn't disclose in advance what would be announced at the event, but it was widely expected to be a new version of the iPad.[15][16][17][18] It was also rumored that Apple might release a new television set top box.[19] The announcement affected the tablet resale market,[20] and Apple's stock price reached a record closing figure on the same day that the Dow Jones Industrial Average reached a closing figure of above 13,000 for the first time since the Global Financial Crisis.[21] (Apple is not a Dow Jones component.)

The keynote began 10 AM PST (6 PM UTC) with Cook introducing iOS 5.1, a Japanese version of Siri, and the 3rd generation Apple TV before the 3rd generation iPad.[22] Eddy Cue gave a demo of the new Apple TV interface. At the media event, Cook talked about a 'post-PC world', a world where the personal computer is no longer the center of one's digital life, and of how the 3rd generation iPad will be one of the main contributors of the 'post-PC world'.[23]


WWDC 2013[edit]

In 2013, WWDC 2013 was held from June 10 to 14, 2013 at Moscone West in San Francisco – the same venue as in previous years.[24][25] Tickets went on sale at 10am PDT on April 25, 2013,[24][25] selling out within 71 seconds (1 minute and 11 seconds).[26] Apple also announced that it will award 150 free WWDC 2013 Student Scholarship tickets to those who want to attend in order to benefit from the conference's many workshops, with applications for a scholarship starting 9am PDT on April 29, 2013, and deadline slated for 5pm PDT on May 2, 2013.[27] Winning applicants were notified by May 16, 2013, though Apple states that it won't reimburse winners for travel or hotel expenses.[27] In the keynote, Apple unveiled a redesigned model of the Mac Pro, AirPort Time Capsule, and AirPort Extreme as well as updated models of the MacBook Air. Apple has also showcased OS X Mavericks, iOS 7, iWork for iCloud and a new music streaming service named iTunes Radio.[28] Vampire Weekend performed at the Bash on June 13 at the Yerba Buena Gardens.

Apple Special Event (September 10, 2013)[edit]

Apple announced the iPhone 5C and iPhone 5S during a media event at its Cupertino headquarters on September 10, 2013.[29][30] While the iPhone 5C became available for preorder on September 13, 2013, the iPhone 5S first became available on September 20, 2013.[31] While most of the promotion focused on Touch ID, the 64-bit Apple A7 was also a highlight during the event:

"This is the first-ever 64-bit processor in a phone of any kind. I don’t think the other guys are even talking about it yet. Why go through all this? The benefits are huge. The A7 is up to twice as fast as the previous-generation system at CPU tasks, and up to twice as fast at graphics tasks, too."

Phil SchillerApple keynote at 4 Infinite Loop on September 10, 2013[32]

Schiller then showed demos of Infinity Blade III to demonstrate the A7's processing power and the iPhone 5S camera using untouched photographs.[33] The release of iOS 7 on September 18, 2013, was also announced during the keynote.[33]

Apple Special Event (October 22, 2013)[edit]

Apple announced iPad Air and iPad Mini with Retina Display, also upgrading its MacBook Pro lineup. Apple also introduced new versions of its Pages, Numbers and Keynote applications for Mavericks.


WWDC 2014 (June 2–6)[edit]

Apple presented the new version of OS X named Yosemite as well as the new version of iOS. The biggest news however was the completely new progamming language for Mac and iOS called Swift.[34]

Apple Press Conference (September 9)[edit]

Presented on this event was the most anticipated [35] iPhone 6 and iPhone 6 Plus as well as a new payment system called Apple Pay. Also a completely new product category to Apple was presented with the Apple Watch.

Apple Special Event (October 16)[edit]

Apple presented an update to its iPad product line by introducing the iPad Air 2 and iPad Mini 3 featuring Touch ID. Apple also introduced the iMac with 5k display which comes with a screen resolution of 5120 × 2880. At the end Apple introduced an update to Mac Mini with thunderbolt ports. Beside all these announcements Apple promoted a new feature between OS X Yosemite and iOS 8 called Continuity which allows users to continue their work on one device left off from the last.


Apple Special Event (March 9th)[edit]

Apple Special Event 2015 ('Spring Forward') is an event by Apple that was broadcast live from Cupertino on Apple's website on March 9, 2015. It announced the release date and pricing for the anticipated Apple Watch, the MacBook's fourth redesign and iOS 8.2's same day release.[36]

Medical Research is added to the Health application when user updates to iOS 8.2, Apple's current version of the operating system.

See also[edit]


  1. ^ Sam Grobart. "There Are Three Kinds of Apple Events". New York Times. 
  2. ^ Lewis, Peter (January 12, 2007). "How Apple kept its iPhone secrets". CNN Money. Retrieved January 11, 2009. 
  3. ^ "Apple – Hot News – Macworld 2007". Retrieved October 7, 2011. 
  4. ^ AAPL surges past $100, target at $140, MacNN, April 26, 2007. Retrieved on July 10, 2007.
  5. ^ "Apple Launches iPad" (Press release). Apple. January 27, 2010. Retrieved January 27, 2010. 
  6. ^ "Apple iPad tablet is unveiled at live press conference". The Star-Ledger. January 27, 2010. Retrieved January 27, 2010. 
  7. ^ Cohen, Peter. Macworld Expo Keynote Live Update, Macworld, (January 9, 2007) Retrieved February 1, 2007
  8. ^ Block, Ryan. Live from Macworld 2007: Steve Jobs keynote, Engadget, (January 9, 2007) Retrieved February 1, 2007
  9. ^ Grossman, Lev. The Apple Of Your Ear, TIME, (January 12, 2007) Retrieved February 1, 2007
  10. ^ "Jobs Says iPad Idea Came Before iPhone". Fox News. June 2, 2010. 
  11. ^ Ahmed, Azam (July 6, 2010). "Executive Pleads Guilty to Leaking Apple Secrets". The New York Times. 
  12. ^ Hitesh Raj Bhagat, ET Bureau (26 February 2011). "Apple iPad 2 to be unveiled on March 2". Bennett, Coleman & Co. Retrieved March 20, 2010. 
  13. ^ Miguel Helft (January 17, 2011). "Apple Says Steve Jobs Will Take a New Medical Leave". The New York Times. Retrieved January 17, 2011. 
  14. ^ "IOS 4.3, GarageBand, and IMovie: What You Need to Know". PCWorld. Retrieved March 4, 2011. 
  15. ^ Patrick Budmar (February 28, 2012). "IPad 3: Local analysts all agree - it's coming". The Verge. Retrieved March 1, 2012. 
  16. ^ "Apple prepares Yerba Buena Center for March 7 next-gen iPad unveiling". 9to5 Mac. March 2, 2012. Retrieved March 11, 2012. 
  17. ^ Lowensohn, Josh (February 28, 2012). "Apple sends out invites for March 7 iPad event". CNET. Retrieved March 1, 2012. 
  18. ^ "Vancouver Sun". Vancouver Sun. Retrieved March 1, 2012. 
  19. ^ "Apple TV". LA Times. Retrieved March 4, 2012. 
  20. ^ Gregg Keizer (February 29, 2012). "Looming iPad 3 launch sparks tablet trade-in stampede". The Verge. Retrieved March 1, 2012. 
  21. ^ Jeremy Owens (February 28, 2012). "Biz Break: iPad 3 announcement sends Apple to new high as Dow closes atop 13,000". Mercury News. Retrieved March 1, 2012. 
  22. ^ Lowensohn, Josh (March 7, 2012). "Apple iPad live blog (Wednesday, March 7)". Cnet. Retrieved March 16, 2012. 
  23. ^ Elgan, Mike (March 10, 2012). "Why Apple will crush Microsoft in the Post-PC era". Cult of Mac. Retrieved March 13, 2012. 
  24. ^ a b Melanson, Donald (April 24, 2013). "Apple confirms WWDC 2013 will take place June 10th to 14th, tickets go on sale tomorrow". Engadget. Retrieved October 8, 2013. 
  25. ^ a b Cheng, Jacqui (April 24, 2013). "Apple mixes things up for WWDC 2013, with pre-announced ticket sales". Ars Technica. Retrieved April 24, 2013. 
  26. ^ Cheng, Jacqui (April 25, 2013). "Apple’s WWDC 2013 tickets sold out in a record two minutes (or less)". Ars Technica. Retrieved April 25, 2013. 
  27. ^ a b Ion, Florence (April 24, 2013). "Apple to hand out 150 free WWDC tickets to budding young developers". Ars Technica. Retrieved April 24, 2013. 
  28. ^ Rodriguez, Salvador (2013-06-10). "Top features, products unveiled at Apple's WWDC 2013 [Video chat". Retrieved 2013-07-08. 
  29. ^ "Apple iPhone 5S launch confirmed for September 10". TechRadar. Future plc. September 10, 2013. Retrieved September 10, 2013. 
  30. ^ "The iPhone 5S: fingerprint sensor and improved camera, starts at $199 and coming September 20th". The Verge. September 10, 2013. Retrieved September 10, 2013. 
  31. ^ Rogowsky, Mark (September 13, 2013). "One New iPhone Is Ready For Pre-Order; Yes, Just One". Forbes. Forbes, Inc. Retrieved September 13, 2013. 
  32. ^ Paczkowski, John (September 13, 2013). "Apple’s iPhone 5S, the A7 Chip, and That 64-Bit Question". All Things Digital. Dow Jones & Company. Retrieved September 16, 2013. 
  33. ^ a b Cava, Marco Della (September 10, 2013). "Recap: Apple unveils iPhone 5S, 5C smartphones". USA Today. Gannett Company. Retrieved September 16, 2013. 
  34. ^ "Apple - Apple Events - Special Event June 2014". 
  35. ^ "Apple officially holding event September 9th: 'wish we could say more'". The Verge. Vox Media. 
  36. ^ Etherington, Darrell. "Tim Cook Says Apple Watch Ships In April". TechCrunch. AOL. Retrieved January 28, 2015.