These are incredibly rich apps, Cook says. "We are turning the industry on its ear," he adds about changing all its software over to free.
Conspiracy theorists are trying to look up the sleeves of Tim Cook for mysterious devices... I'm not convinced.
Cook going over the birth of the iPad, and some of the early criticism -- including whether it would compete with netbooks "Who remember Netbooks?" Cook quips.
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.