Page 196 - The Apple Experience

 “One of the most startling things about the iPad 2 is that it is dramatically
thinner.” Jobs explained that the iPad 2 was not a little bit thinner, but one-
third thinner. “It’s 33 percent thinner. That’s dramatic. For those of you

who have an iPhone 4, the new iPad 2 is actually thinner than your iPhone

4. When you get your hands on one, it feels totally different,” added Jobs.

 “In addition to thinner, it’s lighter as well.” Jobs explained that the weight of

the iPad 2 was reduced from 1.5 pounds to 1.3 pounds, “You might not
think that’s a lot, but at 1.5 pounds, one-tenth of a pound is a lot. It feels

quite a bit lighter.”

The iPad 2 Script

Although it took Jobs only seven minutes to reveal the previous information,

the script served as the narrative for Apple’s key messages, press releases, in-

store signage, television commercials, websites, and conversations on the sales
floor.

 Press Release. Apple issued the iPad 2 press release after Jobs gave his

presentation (and not a minute before). The press release was titled, “Apple

Launches iPad 2: All-New Design Is Thinner, Lighter, and Faster.” The
2
press release also featured the following information:

A new design that is 33 percent thinner and 15 percent lighter than the

original iPad.

A new dual-core A5 processor that offers faster performance and

graphics.

Although it is thinner, lighter, and faster, the iPad 2 delivers up to ten

hours of battery life.