“We need to kick off 2010 by introducing a really magical and revolutionary product immediately.”
Those have been the primary phrases Steve Jobs uttered as he walked throughout the stage, in his trademark denims and black turtleneck, to open his keynote deal with — some would say his final actually nice product keynote earlier than his passing the next yr — on the Yerba Buena Center in San Francisco 10 years in the past immediately. It was the large reveal, lastly, of Apple’s long-awaited pill laptop, the iPad, and it’s attention-grabbing to look again and contemplate the world it was coming into presently in 2010.
HBO was nonetheless a yr away from airing its first episode of Game of Thrones, and Netflix hadn’t but begun broadcasting House of Cards — its first foray into the world of authentic programming with which it could quickly develop into so inextricably linked. We point out each of these, irrelevant as it would sound, as a result of the iPad would go on to develop into an indispensable content material consumption system for a lot of customers, arguably one of many pill’s most enduring legacies immediately.
Of course, the considering on the time was that the iPad might develop into a complement and perhaps even a laptop computer alternative for some customers. “It’s unbelievably nice,” Apple’s then-CEO mentioned in the course of the presentation, “Way higher than a laptop computer, method higher than a smartphone.” In the official announcement despatched out that very same day, Apple raved in regards to the pill thus: “Apple immediately launched iPad, a revolutionary system for searching the online, studying and sending e-mail, having fun with pictures, watching movies, listening to music, taking part in video games, studying e-books and rather more.”
Apple was a distinct firm again then, but in some ways the identical. Before he received to the precise iPad unveiling, Steve took a second in that keynote to specific his disbelief about Apple just lately hitting $50 billion in annual gross sales (a determine the corporate completely dwarfed final yr, when that quantity hit $260 billion). He additionally took a second to notice that Apple had at that time just lately bought its 250 millionth iPod, which was nonetheless a key product on the time for the corporate. Compare that, nonetheless, to the truth that Apple bought its 2 billionth iPhone some two years in the past.
Here, for an added little bit of nostalgia, is the primary TV spot Apple ran to advertise the iPad, again in the course of the Academy Awards in March of 2010: