Earlier this month, Apple sold its 170M iPad.
"This is an incredible number," Cook says.
Cook going into a talk about how you can't just look at sales numbers -- esp. from competitors -- the iPad's used four times more than those devices, Cook says (citing data from somewhere)
Tim again going back to the usage stat again. "This is what is important to us."
And it's the number one in customer satisfaction, he adds.
These are all arguments the company's made before to Wall Street, at least. Pushing it hard now on the press.
Now up to 475,000 iPad apps on the App Store. "Not this stretched out smartphone app our competitors are doing ... nobody else is close to this."
Tim is really teasing this one out. Who's ready for a new iPad already?
Cook's going to roll a video for us to show us interesting or noteworthy things people are doing with iPads, like fixing windmills, and harvesting crops, speed skating, and olympic diving.
And yes, even taking pictures holding up a giant tablet.
We're seeing gliders with iPads, firefighters with iPads, dance studios, surgeons, farmers, students...
More things: in surgery, construction, animation, art, playing with kids, concerts, making music -- and once again, taking photos with a giant tablet.
A lot of focus on how the iPad is reinventing paradigms. New use cases.
Video's over -- Cook's back out. "Each of those scenes has an amazing story behind it. We want to help our customers create even more amazing customers, because we know this is just the beginning for iPad."
So that means new iPad, and Phil Schiller comes back up to drop some specs.
Phil's back. He gets the honors of unveiling the new iPad(s).
Looking at a photo of the old iPad, can't help but think "Look at those bezels!"
Schiller going over the change to the look and feel of each generation of iPad. And you know where this is going...
Schiller calls this the biggest step yet. So we've got a video.
"Today we think we have the biggest step yet in delivering the vision that is iPad."
Looks just like a larger iPad mini, just like the leaks.
Thinner, lighter, more powerful -- Schiller says.
New name for the iPad. So it's the iPad Air.
iPad Air is the name! Wow, does that mean iPad Pro is in the works?
9.7-inch Retina Display with narrower side bezel (43 percent smaller).
Or, is the bigger iPad staying around...? Maybe I should stop tying and let Phil tell me.
Now 7.5mm down from 9.4mm. 20 percent thinner, Schiller says.
This happened with much work, Schiller says. Now weighs 1 pound, down from 1.9 lbs.
It's the lightest full sized tablet in the world Schiller boasts.
It weighs 1 pound on the nose. "The lightest full-size tablet in the world." I'm guessing some of you are frantically fact-checking that as I type.