00:01We're often faced with a paradox when we design
00:04to make products smaller and lighter
00:07while at the same time more powerful.
00:10The more we reduce a product's physical volume
00:13the more difficult it becomes
00:15to increase its power
00:17and maintain its battery life.
00:19But if we can overcome these challenges
00:21we can make something without compromising.
00:24iPad Air is just 7.5mm thin
00:28and weighs only one pound.
00:31We actually started work on this product years ago
00:34designing and engineering the primary technologies
00:38that would be necessary to make it.
00:41The new A7 chip is incredibly powerful
00:45and also very power efficient.
00:48Because of this efficiency
00:49the battery could get smaller
00:51yet critically without any loss in battery life.
00:55And of course by reducing the battery size
00:57the product became significantly lighter.
01:00We reduce the dimensions of the bezel
01:02with less mass
01:04the iPad Air still retains its structural rigidity.
01:09There's a simplicity to it
01:11but there's nothing precious about it.
01:14This integrity, this durability
01:16inspires confidence in a product
01:19that's meant to be taken places, handled, and really used.
01:28With the iPad we set out to redefine mobile computing.
01:31Up until now 64-bit architecture
01:34was something you'd normally only find in desktop computers.
01:37The new Apple-designed A7 chip
01:40brings 64-bit technology
01:41all of its advanced computing and graphics
01:44to this ultra-portable one-pound device.
01:48But even with all of this added processing power
01:50iPad Air still has an impressive 10-hour battery life.
01:57iPad Air is the first iOS device to support MIMO
02:00or multiple in, multiple out.
02:02It actually delivers twice the data transfer rate
02:05as the previous generation.
02:07And there's support for more LTE bands
02:09than on any other tablet.
02:10because with a device this thin and powerful
02:12you'll want to take it anywhere
02:14and always stay connected.
02:17We've also improved the FaceTime and iSight cameras
02:19adding new processors and sensors
02:21so you get much clearer, sharper images and video.
02:25iOS 7 is essential to the iPad experience.
02:29It's at the core of everything you do with iPad Air.
02:32And we're now making iMovie, iPhoto,
02:36GarageBand, Keynote, Pages, and Numbers
02:40available for free.
02:42Because we believe that with these amazing apps
02:44and this amazing device
02:46the possibilities of what you can create are limitless.
02:50The iPad has always been a tool
02:53defined by the ways people actually use it.
02:56The iPad Air is so capable and powerful
02:58and yet with its breakthrough size and weight
03:01it's the thinnest, lightest,
03:04and also the most advanced iPad we've ever built.
03:10But i would go forth
03:12I love the other plug and help there's a computer
03:12What you learnedubs are in mobile
03:13Because this is my guest.
03:13But i don't support you
03:13was because i learned a lot of the anything
03:16overbeat strollers.
03:16Grazie.
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