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Apple Posts iPad Mini Intro, TV Ad, and Keynote Video

Apple has posted the Jony Ive introduction video for the iPad mini. As is typical for Apple product launch events, the video gives a behind-the-scenes look at the development the iPad mini. Both Jony Ive and iPad product marketing head Michael Tchao make appearances.

If all that we had done was take the original iPad and just reduce it, all that you would be aware of was everything that was just missing. There is inherent loss in just reducing a product in size.

What we did, was we went back to the very beginning and we took the time to design a product that was a concentration of, and not a reduction of, the original. We felt strongly that 7.9 inches was exactly the right display size, but it became clear that we had to reduce the width of the borders. So, you can still pick it up and easily use it with one hand.
Apple has also posted a new television ad for the iPad mini that features colorful Smart Covers dancing around the screen. The ad is reminiscent of the 'Colors' iMac ad from 1999 that featured spinning iMacs set to the Rolling Stones song "She's A Rainbow".


Apple has posted a video of the iPad mini media event on its website. The video is also available on the Apple Keynotes Podcast on the iTunes Store. [Podcast links: Keynotes, Keynotes in HD, Keynotes in 1080p HD]

Other iPad mini special event highlights:

- Apple Introduces New 7.9-Inch iPad Mini Starting at $329
- Apple Announces Fourth-Generation iPad with Lightning Connector, New A6X Chip
- Apple Announces Lighter, Thinner iMac Models with Fusion Drive
- Apple Introduces 13-inch MacBook Pro with Retina Display
- Apple Introduces New Mac Mini With Faster Processors and Quad-Core Option

- First Impressions and Hands On with iPad Mini
- Hands On with Apple's New 13-Inch Retina MacBook Pro

- Some Apple Retail Stores Offering 30-Day Window to Exchange iPads for New Model
- Apple's New 'Fusion Drive' Not a Typical Hybrid Drive
- iPad Mini Supports Siri, iPad 2 Still Doesn't
- Apple Devices to Support Many New International LTE Networks In Coming Months
- 21.5" iMac Has No User-Upgradable RAM; 27" Has Four Accessible RAM Slots
- Apple Announces Updated iBooks App With Continuous Scrolling
- Apple Updates iBooks Author with New Templates and Remote Update Feature

Top Rated Comments

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25 months ago
I really like the piano ad.
Rating: 27 Votes
25 months ago
Poor Jony, he must reek after wearing the same T-shirt for 10 years and being locked inside a white room where they have him say random adjectives they can edit together to promote any product they want.

"It's magicifantly amazilicious."

"Cut, print, next."

"The exquisite chromesticity of the diamond polished chamfered anodized aluminium unibody edge provides a perpendicularly pontificant and lush contrast to the rugged aesthetic of the silky crispness of the hammered bezel that appears to float in mid air"

"Cut, print, next."

"And to think that something so thin and so light could be lighter than something so thin..."

"Cut, print, next."

"You want to lick it with your penis."

"Cut, print, next."

"AluminIum".

"Cut, print."
Rating: 17 Votes
25 months ago
Ad doesn't feel very inspired or inspiring.

Oh well.
Rating: 12 Votes
25 months ago
I like it...seems alot more formal than those Mac ads aired awhile back!
Rating: 12 Votes
25 months ago
EXTRA! EXTRA! This just in!

Jony Ive is very impressed with a product that Jony Ive designed!

Read all about it!
Rating: 12 Votes
25 months ago
Ah to see Jony Ive's cocked head against a white background. All is right with the world. Scott Forstall looked bored though. Surprised we didn't get an update on maps.
Rating: 12 Votes
25 months ago
"If all that we had done was take the original iPad and just reduce it, all that you would be aware of was everything that was just missing. There is inherent loss in just reducing a product in size.

What we did, was we went back to the very beginning and we took the time to design a product that was a concentration of, and not a reduction of, the original."

Wow, the marketing bs is blowing me away!
Rating: 10 Votes
25 months ago

I'd still prefer a Nexus 7 over the iPad Mini.


I dont care
Rating: 9 Votes
25 months ago
"There is inherent loss in just reducing a product in size"

Then they reduced the product in size.

EDIT - At the risk of people continuing to quote me that are taking this seriously and insulting me, it's a joke. It's called the iPad Mini for Christ's sake, of course they reduced the iPad in size. Not trying to offend your latest purchase, but it's literally a smaller iPad. Can't deny that. So lighten up!
Rating: 8 Votes
25 months ago

Ah to see Jony Ive's cocked head against a white background. All is right with the world.


I swear to god they only use him because of his accent.
Rating: 8 Votes

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