Adam Lashinsky, Fortune magazine’s high-profile Silicon Valley reporter, will be penning a book titled “Inside Apple: How America’s Most Admired — and Secretive — Company Really Works.”

An expansion of a well-read article that Lashinsky wrote for the publication earlier this year, the book will be available on Jan. 18, 2012 from Business Plus, an imprint of Hachette Book Group.

Lashinsky’s will be the second Apple tome to be coming out that will shed more light inside the workings of Silicon Valley’s most iconic company.

In November, former Time Inc. writer and editor Walter Isaacson’s much anticipated biography about Apple CEO and co-founder Steve Jobs will be released by Simon & Schuster.

“Steve Jobs” has been written with cooperation from Jobs, who has not done so in the past.

Lashinsky said in an interview today he did not garner Jobs’s help on the book, but did manage to get a deep inside look at the company.

“Doing an unauthorized book is harder,” said Lashinsky. “But what you get is well-reported information, which is outside the message Apple wants to deliver, and there is so much good stuff, this company is worth far more than an article.”

Lashinsky has been a longtime reporter in tech, including covering Apple, a company that is notoriously secretive and difficult to report about.

Still, Lashinsky has written a lot about the maker of the groundbreaking Mac, iPod, iPhone and iPad devices, including a piece in 2008 about recently installed CEO Tim Cook, titled “The Genius Behind Steve: Could the Operations Whiz Run The Company Someday?”

Inside Apple will be more about the entire company, which has vaulted from near death only 15 years ago to become one of the most highly valued companies in tech and, in fact, globally.

The publisher promises a lot of insidery facts, including, “how Apple creates killer products, forges intense bonds with consumers, and gets what it wants from suppliers … the lessons about leadership, product design and marketing are universal, and they should appeal to anyone hoping to bring some of that Apple magic to their own company, career or creative endeavor.”

Lashinsky said these are important lessons for others to explore.

“So much of what Apple does stands decades of business teaching on its head, because they just don’t do things the way other companies do,” he said. “The rest of the business world might want to pay attention.”

Indeed, they should.

CBS, which saw revenues jump up 8 percent, said the increase was “driven by” a 21 percent increase in licensing and distributing dollars, “which benefited from a new licensing agreement for the digital streaming of select library titles.”

Translation: “That $200 million Netflix deal we announced back in February, which lets us resell stuff we’re no longer putting on the air, is kicking in and paying off.”

There is more good news for CBS coming down the pike, as the results don’t include a similar Amazon deal, and another Netflix deal (for international), both announced last month.

Again, this is the best-case digital scenario for Big Media titans like CBS: The one where technology doesn’t carve up their existing business, but gives them a chance to sell old stuff (in some cases, really old stuff, like the original “Star Trek”) “over and over again,” in the words of CEO Les Moonves during today’s earnings call.

Asked who else might be willing to pay up for his re-runs, Moonves got more effusive. “[Satellite TV operator] Dish just announced today that they’re going to spend a significant amount of money buying content and libraries,” he said, adding that “we hear about Apple wanting to buy content, and Google. Et cetera, et cetera. And Microsoft.”

A slightly less enthusiastic version of the same story comes from CBS’ book division at Simon & Schuster: Revenue dropped 3 percent, as a boom in digital sales couldn’t outweigh a drop in print revenue. But because digital sales are more profitable than print, earnings moved up 12 percent.

A little over a year ago, news of a Steve Jobs’ biography, penned by well-known author Walter Isaacson, made the rounds.

Since then, according to numerous sources in Silicon Valley, Isaacson has been busy interviewing well over 100 people in the Apple CEO’s past and present, both inside and outside the company.

That includes current execs at Apple, as well as Jobs’ friends and colleagues, such as Oracle’s Larry Ellison.

Most recently, Isaacson–who has written big, popular biographies other American luminaries, such as Benjamin Franklin and Albert Einstein–was in San Francisco for the iPad 2 launch on March 2.

Unlike others who have written about Jobs, sources said, Isaacson has the legendary tech icon’s full cooperation and participation, but apparently also will maintain control over the book itself.

(Nonetheless, it still might be a good idea to take Jobs’ advice on the cover, since he’s pretty good at design stuff.)

In any case, when and by whom the Jobs bio will be published remains anyone’s guess, since there has been no actual publisher nor release date named yet.

Isaacson, who now heads the Aspen Institute, is currently contracted with the CBS-owned Simon & Schuster, so it seems the likely publisher of what will be one of the most anticipated books in tech.

I suppose such mystery is in keeping with Apple’s tone around the launch of its own products, the next of which is supposedly an iPhone 5 this summer.

Or so we’ve read.

Mr. King is realistic about where books are headed. In digital publishing, as a writer, he’s what might be called an “early adopter.” Back in March 2000, Simon & Schuster Inc. issued Mr. King’s story “Riding the Bullet” as an e-book that was downloaded from the Web onto hand-held devices or computers.

More recently, Mr. King’s novella “Ur” was written exclusively for Amazon’s Kindle e-reader when the second generation of that device went on sale in February 2009.

Read the rest of this post on the original site

Publishers are increasingly embracing special software applications for children’s digital books when they want to show off pictures, color, video and interactivity.

Rick Richter, the former head of kids’ books at CBS Corp.’s (CBS) Simon & Schuster, is launching a new media house that specializes in interactive digital children’s books, including classics such as “The Velveteen Rabbit.” His company, Ruckus Media Group LLC, will make its debut with a line of children’s books delivered via software applications that make use of color, video and touch screen capabilities.

The titles, priced at $3.99 each, will initially be sold via Apple Inc.’s (AAPL) App Store but will be available later this year for a variety of tablet devices.

Read the rest of this post on the original site

The e-book agreements, with CBS Corp.’s (CBS) Simon & Schuster and News Corp.’s (NWS) HarperCollins Publishers, mirror deals struck earlier this year with Apple for the iPad. Under what’s called the agency pricing model, some new best sellers will be priced at $9.99 but most will be priced at $12.99 to $14.99.

The new deals ensure that Amazon will have the same array of titles that rival Apple will offer on its digital bookstore. Apple has forged deals with five of the six major publishers to provide titles on the iPad, which is expected to pose competition for Amazon’s popular Kindle e-reader.

Amazon declined to comment.

Read the rest of this post on the original site

Initially, only Wi-Fi models will be available, with their 3G counterparts to follow later in the month. Late April will also see the device going on sale in Australia, Canada, France, Germany, Italy, Japan, Spain, Switzerland and the U.K.

Given the time between the launch date of the Wi-Fi-only and 3G versions, will any early adopter be patient enough to wait for the latter?

Below, the press release announcing the iPad’s on-sale and shipping dates (Caution, Press release: May contain unnecessary superlatives, profound lack of objectivity).

iPad Available in US on April 3

Pre-Order on March 12

CUPERTINO, Calif., March 5/ — Apple® today announced that its magical and revolutionary iPad will be available in the US on Saturday, April 3, for Wi-Fi models and in late April for Wi-Fi + 3G models. In addition, all models of iPad will be available in Australia, Canada, France, Germany, Italy, Japan, Spain, Switzerland and the UK in late April.

Beginning a week from today, on March 12, US customers can pre-order both Wi-Fi and Wi-Fi + 3G models from Apple’s online store (www.apple.com) or reserve a Wi-Fi model to pick up on Saturday, April 3, at an Apple retail store.

“iPad is something completely new,” said Steve Jobs, Apple’s CEO. “We’re excited for customers to get their hands on this magical and revolutionary product and connect with their apps and content in a more intimate, intuitive and fun way than ever before.”

Starting at just $499, iPad lets users browse the web, read and send email, enjoy and share photos, watch videos, listen to music, play games, read ebooks and much more. iPad is just 0.5 inches thick and weighs just 1.5 pounds-thinner and lighter than any laptop or netbook-and delivers battery life of up to 10 hours.*

iPad’s revolutionary Multi-Touch™ interface makes surfing the web an entirely new experience, dramatically more interactive and intimate than on a computer. You can read and send email on iPad’s large screen and almost full-size “soft” keyboard or import photos from a Mac®, PC or digital camera, see them organized as albums, and enjoy and share them using iPad’s elegant slideshows. iPad makes it easy to watch movies, TV shows and YouTube, all in HD, or flip through the pages of an ebook you downloaded from Apple’s new iBookstore while listening to your music collection.

The App Store on iPad lets you wirelessly browse, buy and download new apps from the world’s largest app store. iPad includes 12 new innovative apps designed especially for iPad and will run almost all of the more than 150,000 apps on the App Store, including apps already purchased for your iPhone® or iPod touch®. Developers are already creating exciting new apps designed for iPad that take advantage of its Multi-Touch interface, large screen and high-quality graphics.

The new iBooks app for iPad includes Apple’s new iBookstore, the best way to browse, buy and read books on a mobile product. The iBookstore will feature books from the New York Times Best Seller list from both major and independent publishers, including Hachette Book Group, HarperCollins Publishers, Macmillan Publishers, Penguin Group and Simon & Schuster.

The iTunes® Store gives iPad users access to the world’s most popular online music, TV and movie store with a catalog of over 12 million songs, over 55,000 TV episodes and over 8,500 films including over 2,500 in stunning high definition. All the apps and content you download on iPad from the App Store, iTunes Store and iBookstore will be automatically synced to your iTunes library the next time you connect with your computer.

Pricing & Availability

iPad will be available in Wi-Fi models on April 3 in the US for a suggested retail price of $499 for 16GB, $599 for 32GB, $699 for 64GB. The Wi-Fi + 3G models will be available in late April for a suggested retail price of $629 for 16GB, $729 for 32GB and $829 for 64GB. iPad will be sold in the US through the Apple Store® (www.apple.com), Apple’s retail stores and select Apple Authorized Resellers.

iPad will be available in both Wi-Fi and Wi-Fi + 3G models in late April in Australia, Canada, France, Germany, Italy, Japan, Spain, Switzerland and the UK. International pricing will be announced in April. iPad will ship in additional countries later this year.

The iBooks app for iPad including Apple’s iBookstore will be available as a free download from the App Store in the US on April 3, with additional countries added later this year.

Next up, apparently: Steve Jobs.

The New York Times (NYT) reports that Isaacson is working, with Jobs’s consent and participation, on a history of the Apple (AAPL) co-founder and CEO. The paper’s story is scant on details except for reporting that Jobs has invited the former Time Magazine managing editor to tour the house where he grew up.

The article does note, however, that Isaacson’s earlier books have all been published by CBS’s (CBS) Simon & Schuster unit. Which is good, since that’s one of the five big publishers allied with Apple’s upcoming iPad.

This prompts at least one big question: When the bio gets released in e-book form, will iTunes sell it for $12.99 or $14.99?

UDPATE: Reader Ray Duncan is onto something here. Why don’t we crowd-source a title suggestion for Jobs and Isaacson? Ray has offered up “iRock” and “iRule” for starters, and I’ll throw in “iAm,” as well. Anyone else?

Translated into more practical terms, this means Hachette will demand that Amazon (AMZN) and other retailers–but really, this is aimed at Amazon–raise the prices on their e-books from the $9.99 standard they’ve adopted. Instead, the publisher will want them to use the $12.99-$14.99 standard for new books, which Apple (AAPL) introduced last week along with its iPad.

Hachette is one of five publishers that participated in Apple’s iPad launch event last week. Macmillan, one of the other five, has spent the past week engaged in a public battle with Amazon over the pricing model. On Sunday, Amazon said it would capitulate to Macmillan’s demands.

Macmillan and Amazon have yet to actually resolve their dispute, though, and as of Thursday night, Amazon was still not selling Macmillan’s books on its electronic shelves.

In Thursday’s New York Times, Macmillan advertised one of its titles by noting that it is available “at booksellers everywhere except Amazon.” Macmillan CEO John Sargent also defended his position, again, in an open letter to his book agents.

Meanwhile, look for the other three publishers that have allied with Apple–Pearson’s Penguin Group, News Corp.’s (NWS) HarperCollins and CBS’s (CBS) Simon & Schuster–to fall in line. On Tuesday, News Corp. CEO Rupert Murdoch said he expected to renegotiate his publisher’s deal with Amazon soon.

Again, it’s important to remember that by embracing the agency model, the publishers will actually make less per book than they do with the current version, whereby they sell the books at a wholesale price. But the publishers think this is their only chance to keep the prices of e-books from plummeting and undercutting sales of their ink-and-paper books.

The publishers hope this strategy will help them escape the fate of the music labels, which saw their $15 CDs replaced by $1 singles. To hear a (mostly) persuasive argument about why they’re wrong, check out this blog post from David Pakman, a digital music veteran now working as a venture capitalist with Venrock.

Less than two days after pulling books published by Macmillan in a dispute over e-book pricing, Amazon has conceded.

The world’s dominant e-commerce company says it has agreed to Macmillan’s demands to sell its e-books at a higher price–and in doing so, has made a tacit admission that e-book prices will rise across the board.

That’s because most of the industry’s big players have embraced a similar plan, advanced by Apple (AAPL) to support its iPad launch, to sell e-books for $12.99 and $14.99 instead of the $9.99 Amazon (AMZN) had been pushing.

In an extraordinary statement published on Amazon’s site, the retailer says that it “will have to capitulate and accept Macmillan’s terms because Macmillan has a monopoly over their own titles, and we will want to offer them to you even at prices we believe are needlessly high for e-books.”

No word yet from the other big publishers that have sided with Apple in the e-book pricing war–Pearson’s Penguin Group, News Corp.’s (NWS) HarperCollins, Hachette Book Group and CBS’s (CBS) Simon & Schuster. But keep in mind Steve Jobs’s all-knowing pronouncement about Amazon and Apple e-books: “The prices will be the same.”

Also bear in mind that publishers will actually make less money with the Apple pricing plan. Under the old plan, they sold books to Amazon for around $15 wholesale, and Amazon took a loss in order to retail them for $9.99. Under the new plan, the publishers will get closer to $10 per book.

But the publishers are so freaked out by the parable of the music labels, in which Apple replaced $15 CDs with $1 songs, that they are willing to take the hit in order to maintain some control of their digital pricing.

Odd as this sounds, there’s logic to it, since e-book sales will be small for some time and publishers think that this strategy will help keep the prices up when buyers really do embrace digital.

(Aside: The notion that digital pricing should be dirt cheap simply because it doesn’t cost publishers–or music labels, or Hollywood studios, or whatever–very much to distribute bits, is facile. If you don’t believe me, try ordering a vegetarian entree the next time you go out to dinner, and then tell your waiter you refuse to pay full price because you know that vegetables cost much less than meat. It may be dumb for publishers to try to keep digital prices high, but it’s equally stupid to demand that they lower them on principle.)

It will be interesting to see what Kindle buyers make of the impending price hike, particularly since so many of them are price-conscious consumers who prefer to pay nothing at all for their books.

UPDATE: That was quick: Amazon has conceded to MacMillan’s demands.

Amazon (AMZN) sells most e-books for $9.99 or less, and Apple (AAPL) plans to sell e-books for 30 percent to 50 percent more. How long can this disparity last? It won’t, Apple CEO Steve Jobs told Walt Mossberg on Wednesday: “The prices will be the same.”

The implication of that comment is clear: Jobs believes publishers will use Apple’s e-book store as leverage to force Amazon’s prices up.

As I noted earlier, this is an inversion of Apple’s relationship with the big music labels, whereby it demanded that those companies sell their songs as $1 singles instead of $15 CDs–and helped accelerate the industry’s demise along the way.

In that scenario, the labels had no option but to play along, because Apple controlled the digital music market. Here, Amazon has the clear lead in digital books, having sold “millions” of Kindles, but the market is still nascent, so the retailer’s lead alone isn’t enough.

But Amazon does own the market for physical books sold on the Web, so pulling those off its virtual shelves is powerful leverage indeed.

Next step: Keep an eye on books from the other four publishers Apple touted during Wednesday’s iPad launch: Pearson’s Penguin Group, News Corp.’s (NWS) HarperCollins, Hachette Book Group and CBS’s (CBS) Simon & Schuster.

All of them are selling their wares through Amazon for the time being. Wonder how long that will last.

Below, Kara Swisher’s video of Mossberg’s chat with Jobs following the iPad debut, in which the two men discuss the brewing book war.

]]> http://allthingsd.com/20100130/the-apple-amazon-book-war-heats-up-and-claims-macmillan-as-a-casualty/feed/ 0 http://allthingsd.com/20100127/the-ipad-is-a-multimedia-device-so-wheres-the-media-be-patient/ http://allthingsd.com/20100127/the-ipad-is-a-multimedia-device-so-wheres-the-media-be-patient/#comments Wed, 27 Jan 2010 20:23:31 +0000 Peter Kafka http://mediamemo.allthingsd.com/?p=15593 As predicted, Steve Jobs showed off a new multimedia device today. One thing he didn’t show off, though: Much in the way of new media.

Jobs and company clearly plan on incorporating new products from newspapers, magazine publishers, TV networks and Hollywood movie studios as the iPad rolls out. But there wasn’t much talk about any of those media products during the launch event.

The only mention of TV, music and movies, for instance, came as Jobs showed off the device’s multimedia features. But the implication, at least for now, is that consumers will get that stuff into their machines the same way they get it now, from iTunes, and at the same price–or via Google’s (GOOG) YouTube, which Jobs did take time to demo. That is, no talk of subscription products or of other changes in the media consumption/distribution model.

The same goes for magazine and newspaper products. As predicted, Apple (AAPL) highlighted an iPad app designed by the New York Times (NYT), but there was no mention of how much the thing will cost or whether the paper will charge anything at all.

“This was a demonstration product. It’s too soon to discuss any details such as pricing,” Times spokeswoman Diane McNulty tells me via email.

Apple also highlighted games, bringing out demos from Electronic Arts (ERTS) and Gameloft. But both companies showed off versions of games you can already get for the iPhone and iPod touch.

Jobs did unveil one major media change: Apple is getting into the e-book world and competing with Amazon’s (AMZN) Kindle head on. Jobs made a point of highlighting agreements with five big publishers: Pearson’s Penguin Group, News Corp.’s (NWS) HarperCollins, Hachette Book Group, CBS’s (CBS) Simon & Schuster and McGraw-Hill (MHP). And, as reported, he showed off a higher price point for books than Amazon’s $9.99.

But even that seems fairly preliminary. While Jobs’s demo showed off splashes of color and a more “paper-like” presentation of the books’ pages, it didn’t feature much of the stuff you’d expect in an “enhanced e-book,” like video, audio, etc. So it will be interesting to see how the books, and their prices, evolve.

And that’s the key to all of this: It’s going to take some time. Keep in mind that Apple kept just about all the big media companies at arm’s length before the announcement and didn’t even acknowledge that there was a device until very recently.

Apple expects that like the iPod and iPhone, the iPad will be a big enough hit that media companies will adapt to the new hardware. Some of the media executives I spoke to in advance of today’s announcements were fine with that, but noted that many of them didn’t roll out new products for the earlier devices for a long time following their launch. We may be looking at a repeat here.

]]> http://allthingsd.com/20100127/the-ipad-is-a-multimedia-device-so-wheres-the-media-be-patient/feed/ 0 http://allthingsd.com/20100127/apple-special-event-live-blog/ http://allthingsd.com/20100127/apple-special-event-live-blog/#comments Wed, 27 Jan 2010 18:00:40 +0000 John Paczkowski http://digitaldaily.allthingsd.com/?p=33518 After months of feverish speculation and as many years of wishful thinking, Apple uncrated its tablet computer–the iPad–at an invitation-only event in San Francisco this morning.

Liveblog

9:13 am PT: Quite a scene here this morning; the queue for media credentials is nearly as long as some of the iPhone 3G launch lines I saw a few years back. Moments ago, an Apple PR rep slipped through the doors of the Yerba Buena Center to ask that the press waiting outside take two big steps back. The last time that happened to me, I was at a Jesus Lizard show.

9:54 am: The doors open and the press enters the event hall. Initially, at least, the scene is pretty crazy. “This is like the subway in New York,” an attendee behind me jokes. More like the subway in Tokyo, I think to myself.

A Bob Dylan soundtrack plays as media and guests file in. It’s momentarily interrupted by a “please take your seats, our event is about to begin” announcement.

10:00 am: Interesting stage set-up today: Instead of an empty stage or a simple table, there are a black leather chair and side-table. Lights are dimming….

And Steve Jobs takes the stage to a standing ovation.

“We want to kick off 2010 by introducing a truly magical product, but first a few updates….A few weeks ago we sold our 250 millionth iPod…I didn’t want to let that moment pass without recognizing it.”

10:05 am: Jobs offers a quick overview of Apple’s retail operations and some of the new stores it has opened recently before moving on to the iTunes App Store. “A few weeks ago we announced that three billion applications had been downloaded from the App Store–that’s in 18 months…amazing.”
He notes, as he did in the company’s earnings release the other day, that Apple is now a $50 billion company.

Apple is a mobile devices company, says Jobs, “the largest mobile devices company in the world now. Larger than Sony’s mobile device business, larger than Samsung’s and, astonishingly, Nokia’s as well.”

10:07 am: A quick historical overview now. Jobs touches on the first PowerBook, introduced in 1991. He moves on to the MacBook and then the iPhone.

“All of us use laptops and smartphones, now. And the question has arisen lately: Is there room for a device in the middle?…We’ve pondered this question as well.”

This “middle” device, says Jobs, must be better at doing certain tasks than either the laptop or smartphone. If there’s going to be a third-device category, it must be better at browsing the Web, video, photos, music, etc.

“Some folks say this device is a netbook…. The problem is, netbooks aren’t better at anything.”

10:10 am: But we have something that is, says Jobs, “and it’s called the iPad.”

Photos of the device appear on the giant screens. Very thin. Very slick. “IPad offers the best Web browsing experience there is–way better than laptops.” There is no camera that I can see. That’s not going to go over well with folks hoping for a device that supports video iChat.

10:13 am: Further details: The “iPad is a dream to type on,” Jobs says, pointing out its life-sized onscreen keyboard. It’s also an awesome way to enjoy media. iTunes, iTunes University and YouTube HD support are built in.

10:14 am: Jobs sits down to demo the device: “Using this thing is remarkable. It’s so much more intimate and capable than the laptop.” He loads Safari and surfs over to the New York Times (NYT). The iPad loads quickly and Jobs is able to easily navigate the page, loading stories and zooming in on articles.

10:15 am: Demonstrating landscape and portrait now. “This device adapts to the way I want to use it.”

Definitely an impressive browsing experience. Fast and elegant.

Now, an overview of Mail. Also elegant. Nice split-screen presentation. Hit compose, and a nice onscreen keyboard pops up. Jobs types out a message to his colleagues at Apple. Seems relatively easy.

10:19 am: Moving on to iPad’s photo capabilities. It supports iPhoto’s Events, Faces and Places features. It also offers built-in slideshows complete with soundtracks and transitions.

Running a slideshow demo, Jobs pauses and looks out at the audience with a Chesire Cat-wide grin. He’s clearly relishing this moment.

10:22 am:: The iTunes experience on iPad is much as you would expect. Similar, if not identical, to what the software currently offers. Calendar and Contacts apps are also nice and, again, similar to what you’d find on a MacBook or iPhone.

10:24 am: Demoing Google Maps now. The iPad supports Google Street View and the implementation is very slick.

10:25 am: Moving on to video. Jobs calls up an HD clip from Google’s (GOOG) YouTube and displays it in both portrait and landscape. That finished, he fires up iTunes and loads “Star Trek” to demo the device’s video features, scrubbing, etc. Then he shows us a clip from Pixar’s “Up.” Tap to go full-screen. “Isn’t that wonderful?”

10:27 am: Watching that is nothing like actually having one in your hands, says Jobs.

• iPad is one-half-inch thick, weighs 1.5 pounds, and comes with 9.7 inch IPS display–“very high-quality display”
• Full capacitive multitouch
• 16GB-64GB flash storage
• iPad is powered by our Apple’s custom silicon–“We did it inhouse and it just screams,” says Jobs.
• Wi-Fi, Bluetooth, accelerometer, compass.
• Battery life: 10 hours.

“And in addition to 10 hours of battery life, iPad offers a full month of standby time,” Jobs notes. “It’s also a good environmental citizen,” he adds, noting that it’s a very green device.

10:31 am: Jobs invites Scott Forestall to the stage to talk about apps on the device.

“We built the iPad to run virtually every app in the App Store right out of the box,” Forestall says.

Evidently, a built-in pixel-doubling feature automatically scales iPhone apps to full-screen iPad apps.

10:35 am: Forestall runs an unmodified racing game from the App Store. He first demos it in the screen size of an iPhone. Then, using the pixel-doubling feature, he blows it out to full screen. Very slick.

“So you can buy the iPad, take it home, hook it up and download all your iPhone apps and run them with no problem at all,” he says.

Forestall announces a new iPhone software development kit specifically geared to the iPad. He notes that iPad-specific applications will be featured “front and center” in the App Store.
He then invites Gameloft’s Mark Hickey to the stage to demo some new games the company has developed using the new SDK.

Hickey notes that the iPad’s additional screen space is a boon for developers, particularly those building games. He demos a first-person shooter that showcases this. “We’re now able to interact with the game world in ways that we weren’t able to before.”

10:40 am: Next up, the New York Times. Martin Nisenholtz takes the stage to talk about its iPad effort.

After talking up the Times iPhone app, Nisenholtz segues to the the paper’s new iPad app: “We think we’ve captured the experience and essence of reading the newspaper.”

The app is largely what you’d expect. Tap to resize text, zoom, breaking news updates, video. “This is everything you love about the paper and everything you love about the Web.”

10:44 am: Now, a painting application called Brushes that was famously used to create a New Yorker cover.
The app is impressive enough on iPhone; it’s even more so on the iPad. It supports “playback” of paintings, and as the presenter notes, brings us one step closer to a real virtual painting studio.

10:46 am: EA’s Travis Boatman take’s the stage. The topic of his presentation: Need For Speed.

“Building for the iPad is a little bit like holding a high-def TV screen a few inches from your face,” he says.

The iPad version of Need for Speed boasts a number of touch-activated enhancements: Tap on the car to view its interior, tap on the rear-view mirror to look behind you.

10:52 am: Up next: MLB.com’s Chad Evans. He demos the outfit’s iPad-optimized app, which uses the device’s additional screen space to display video excerpts and MLB TV.

MLB TV can be streamed like and enhanced with onscreen stats and data. “This big display really allows us to create a much more immersive experience,” Evans says.

10:52 am: Forestall returns to the stage to make another brief plug for the SDK before Jobs takes over for him.
“Let me show you another one of our apps that we’re very excited about,” Jobs says. “An e-book reader.”

Behind him a photo of Amazon’s (AMZN) Kindle appears. “Amazon did a great job with their reader and we’re standing on their shoulders here….Today we’re announcing the iBooks store,” says Jobs, adding that it will be supported initially by Penguin, Simon & Schuster and a number of other big publishers.

The iBooks Store interface begins with a simple bookshelf view. Tap the screen and it loads a more iTunes-like view. Purchase a book and it’s added to your bookshelf with a slick little animation.

The reading experience seems very appealing. Much more book-like. From where I sit, the pages look like they’re written on paper.

“We use the e-pub format, the most popular open-book format in the world,” says Jobs. “We think iPad is going to be a very popular e-reader not just for bestsellers, but for textbooks as well.”

10:58 am: And here’s another new product announcement: A new version of iWork tweaked for use on the iPad. Jobs invites Phil Schiller on stage to demo it.

“We have a completely new version of Keynote, a completely new version of Pages and a completely new version of Numbers–all optimized for multitouch.

Schiller demos Keynote first. Creating presentations appears intuitive and simple–a slide navigator on the left, tap to load individual slides in the main window, drag to rearrange.

Nice use of multitouch gestures to enhance the app. Pinch to resize photos, tap to insert animations and transitions. These are all fairly advanced techniques and the device seems to handle them well.

11:05 am: Moving on to Pages now. Also impressive, though creating a written document on a tablet device like the iPad seems like it might be a drag. A nice tool for editing, though. Simple controls.

11:07 am: Moving on to Numbers. This application also makes good use of multitouch gestures and boasts a data-entry keyboard along with some 250 built-in functions. The software’s gesture capabilities makes Excel look antediluvian.
Powerful and fast.

So what’s Apple going to charge for iWork? $9.99 each, says Schiller, who notes that all three applications are compatible with their Mac versions.

Jobs returns to the stage, grinning. “Isn’t that great?” he asks for what’s easily the 10th time. iPad, he says, will synch to Mac or PC via USB.

11:14 am: Evidently, there will be two iPad models–one with Wi-Fi-only and one with Wi-Fi and 3G. The 3G device will come with two plans: 250 MB per month for $14.99, unlimited data for $29.99.

And who’s the carrier? AT&T.

A small groan ripples through the audience.

Jobs allows that AT&T is also throwing in free Wi-Fi at its hotspots. He follows that up by noting that there are no contracts for the iPad. You can cancel at anytime.

All iPad 3G models are unlocked and they use new GSM micro SIMS, so chances are they will just work, Jobs says, after noting that Apple hasn’t yet worked out international carrier deals.

11:16 am: Now a quick overview as a wrap-up. Jobs touts the overall tablet experience along with the new iBook app and iBook Store. “This is an amazing product with tremendous breadth. What should we charge for it?…When we set out to develop the iPad we not only had aggressive UI goals, we had aggressive price goals, because we wanted to put this in the hands of as many people as possible….IPad pricing starts not at $999, but $499,” Jobs says to a huge round of applause.

$499 for 16GB base model.
32GB for $599.
64GB for $699.
Adding 3G requires an additional fee.

Apple will ship Wi-Fi models in 60 days and 3G models in 90.

11:20 am: Apple has created new accessories for the iPad: A standard dock and a second dock with a keyboard attached to it. “Keep one of these in your den and you can write the next “War and Peace” on it.” The final accessory, a new case that doubles as a stand.

Running a video now. It features a number of Apple execs enthusiastically talking up the iPad.

11:25 am: Let me circle back here for a moment to pricing. Adding 3G to iPad requires an additional $130. So we’re talking $629 for the 16GB model, $729 for the 32GB and $829 for the 64GB version.

Designer Jon Ives on the iPad: “In many ways iPad defines our vision, our sense of what’s next.”

11:32 am: Jobs returns to the stage and recalls the “middle device” scenario he mentioned earlier today. “Can we create this new category? The bar is set pretty high, but we think we’ve got the goods.”

“This is our most advanced technology in a magical and revolutionary device at an unbelievable price,” he adds. “The reason the iPad is going to be so great is because Apple has always strived to be at the junction of technology and liberal arts.”

And with that he concludes. Lights go up and Dylan begins playing over the speakers again.

View the slideshow

PREVIOUSLY:

• Apple’s Tablet: A $2.8 Billion Business?
• Apple’s Tablet: MacBook Airbus?
• Apple Announces Jan. 27 Special Event: “Come See Our Latest Creation”
• Major Apple Product Announcement Set for Wednesday, Jan. 27
• Apple Pitching Tablet to Publishing Industry; Spring Launch Expected
• Time (Finally) for the Tablet? Apple Developers Supersizing Their Apps for January Event.
• The Apple Tablet Is Delayed? So What?
• $1.9 Billion in Capex? What’s Apple Planning?
• Apple’s Tablet: Read Different?
• Imaginary Demand for Mythical Apple Tablet Exceeds All Estimates
• Apple Tablet Coming to AT&T?
• New From Piper Jaffray Analyst Gene Munster: The Apple iPad
• Rumored Apple Netbook Actually an E-Book?
• iTablet: Apple’s Killer App for Higher Ed
• iFugly

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