Mobile and Wireless: Apple's New iPad Launch: A Behind the Scenes Look

By Chris Preimesberger  |  Posted 2012-03-09 Print this article Print
Setting the Scene

Setting the Scene

Yerba Buena Center for the Arts, located on the Moscone Center campus in downtown San Francisco, was the scene for the new iPad launch, as it was for many previous Apple product launch events.
Apple took the wraps off the third generation of what is fast becoming the world's most popular personal computer, the iPad, on March 7 at the Yerba Buena Center in downtown San Francisco. During a live presentation, Apple CEO Tim Cook and Marketing Director Phil Schiller explained to a packed house of more than 600 journalists and analysts the new features and capabilities the company included with the new device, which many had called the "iPad 3," but Apple seems content to just call it the iPad. eWEEK made its way into the event to check out the new iPad and show what Apple is offering, including the new display, updated processor and 4G capabilities. However, there is always more going on at an Apple event than just a product announcement. Much of that is the legacy of the late Steve Jobs, who helped build these events from mere unveilings into earth-shattering events that everyone must see. So, with that in mind, here's a special look at what went on behind the scenes at Apple's March 7 event.
Chris Preimesberger Chris Preimesberger was named Editor-in-Chief of Features & Analysis at eWEEK in November 2011. Previously he served eWEEK as Senior Writer, covering a range of IT sectors that include data center systems, cloud computing, storage, virtualization, green IT, e-discovery and IT governance. His blog, Storage Station, is considered a go-to information source. Chris won a national Folio Award for magazine writing in November 2011 for a cover story on and CEO-founder Marc Benioff, and he has served as a judge for the SIIA Codie Awards since 2005. In previous IT journalism, Chris was a founding editor of both IT Manager's Journal and and was managing editor of Software Development magazine. His diverse resume also includes: sportswriter for the Los Angeles Daily News, covering NCAA and NBA basketball, television critic for the Palo Alto Times Tribune, and Sports Information Director at Stanford University. He has served as a correspondent for The Associated Press, covering Stanford and NCAA tournament basketball, since 1983. He has covered a number of major events, including the 1984 Democratic National Convention, a Presidential press conference at the White House in 1993, the Emmy Awards (three times), two Rose Bowls, the Fiesta Bowl, several NCAA men's and women's basketball tournaments, a Formula One Grand Prix auto race, a heavyweight boxing championship bout (Ali vs. Spinks, 1978), and the 1985 Super Bowl. A 1975 graduate of Pepperdine University in Malibu, Calif., Chris has won more than a dozen regional and national awards for his work. He and his wife, Rebecca, have four children and reside in Redwood City, Calif.Follow on Twitter: editingwhiz

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