Apple : Gary Marshall: What to expect from the iPad 3

Gary Marshall: What to expect from the iPad 3

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It's coming! It's coming! Fire up your eBay account and get that iPad 2 listed pronto, because the iPad 3 is here!

Details? You want details? OK! I've got details! I've got them straight from the horse's mouth, and by "horse's mouth" I mean "launch invitation, leaked case designs from no-name Chinese case firms and a whole bunch of ill-informed speculation".

So what can we expect from the iPad 3?

iPad 3 display

First up, the iPad 3 display will be blurrier than Alex James' underpants. If you look at the launch invitation the Calendar app icon is nice and clear and Retina-y, but just look at the Keynote icon to the right. It's so blurry you can barely make it out.

It's clear what Apple's doing here: because its Retina display is so powerful and awesome and amazing, it probably uses quite a lot of battery power. Apple's solution? Make the bits you aren't looking at go blurry to save pixels. Thinking like this is why Android can never win.

iPad 3 multi-touch

Next up, there's touch. Apple even mentions it in the invitation: "And touch," it says. See? Told you. If you look at Tim Cook's hand - because it is definitely Tim Cook's, or maybe Jonathan Ive's, or Phil Schiller, or one of the other top Apple guys nobody can remember the name of, like Bert McThingy - you'll see that Apple's clearly taking multi-touch into a whole new dimension.

We've had touch. We've had multi-touch. Are you thinking what I'm thinking? If you're thinking "knuckles" then you are thinking what I'm thinking: there's clearly some knuckle control going on here. Nobody outside Apple is thinking about knuckle-controlled computers, and that's why Android can never win.

iPad 3: button-free

Last but not least, the iPad 3 won't have any buttons. The internet has decided this based on the text of the launch invitation, which says "We have something you really have to see. And touch."

That, clearly, means that the iPad 3 doesn't have a home button, because "touch" means "touch the border" and "see" means "you can't see the button, because there isn't one. See?"

Android fans don't indulge in this kind of speculation when there's a new Asus Transformer en route, and that's why Android can never win.

iPad 3: what's really going on

I have no idea, and neither does anybody else. The Retina display looks likely, of course, but the only thing we know for certain is that that iPad 3 - if indeed it's called the iPad 3 - will have an Apple logo on it and a nice box.

Speculation is fun, but it's purely speculation: while some stuff is pretty predictable - let's face it, Apple's not going to unveil a device that's like the current model but rubbish - the only people who know for sure what Tim Cook's going to show off - at least, until Apple does its traditional leak-to-the-Wall-Street-Journal thing - are the chosen few inside Apple.

It's like Christmas Eve: instead of going to bed and letting Santa do his stuff, Apple fans and observers are hiding under the blankets, trying to divine from the lumps and bumps whether we're getting a shiny new bicycle and a glow in the dark Buzz Lightyear or a sack of coal.

In fact, it's worse than that: while Dad's sticking a top-end skateboard under the tree we're imagining nuclear-powered hoverboards that totally fire laser beams and control robots and stuff.

I suspect that whatever Tim Cook unveils, it'll be the iPhone 4S all over again: a great product that isn't quite as great as a completely imaginary one.

Opinion: Apple iPad 3 launch: time for Cook to shine

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Not that long ago I was sat at the London iPhone 4S announcement writing a live blog as several of the company's big wigs went through the phone that wasn't the iPhone 5 but that did become a truly monumental success for the company.

It was Tim Cook's first major consumer announcement and yet the whole thing felt muted. Cook himself was typically confident and forthright, and yet he was happy to let his team do the majority of the talking.

A few days later and we found out the sad news of Steve Jobs, and the conference was thrown into stark relief.

The questions about the lack of impact without Jobs on stage fell away. Now we knew that Jobs wouldn't only not be at the announcements of the iPad 3 and the iPhone 5, but that wouldn't be around to see the launch of his beloved devices.

iPad 3 launch

Less than six months on and we are only days away from the launch event for what is almost certainly the iPad 3 and all eyes will be on Cook as he kick starts the new post-Jobs era for Apple.

Perhaps that's overstating it a little. Apple has been beavering away on the iPad 3 for a long time, and yet this is one of the two key launches on Apple fans' calendars, with the belated iPhone 5 announcement likely to be later this year.

iPad 3

And it is up to Cook and his team to show that Apple is just as confident that it can flourish in the post-Jobs era as Jobs was confident that Apple would flourish in the post-PC era.

One more thing...

That doesn't mean that Cook needs to take to the stage in a black turtleneck, grandstanding, charming the crowd and closing with "one more thing".

It doesn't even mean that Cook needs to take the bulk of the time on stage; it would be entirely understandable that Apple does not want to fill the vacuum of Jobs with another single figure. Instead it will try to share the load across its luminaries: Ive, Cook, Schiller, Forstall et al.

But what it will need to do is prove that the iPhone 4S announcement was not the new Apple; that the figure-heavy presentation and sombre mood was for the perfectly acceptable reason of Jobs' illness.

Make no mistake, the iPad 3 launch is a massive deal for Apple.

Few would doubt that Apple will continue to go from strength to strength assuming it continues with the perfectionism that marked Jobs' time at Apple.

But this conference is the time for Apple to show that it can still wow the world, leave the fanboys giddy with glee and convert the cynics with the familiar spellbinding mix of showmanship and gorgeous gadgets.

Yahuui Blog

Wednesday, February 29, 2012