In March, Apple announced the third-generation iPad, called simply the “new iPad.” It would have the strongest launch of all previous iterations of the device, selling three million units over the first weekend. The iPhone 5 was announced several months later, in September 2012. Redesigned with a bigger, four-inch retina display, the iPhone 5 was “the most beautiful consumer device that we’ve ever created,” said Phil Schiller. Preorders of the new phone topped two million in the first twenty-four hours after the announcement; upon its release on September 21, the phone set a new record with weekend sales of over five million units, and demand exceeded supply for several weeks. One month after the iPhone 5, Apple announced the release of the second new iPad within the same year, along with its little cousin, the iPad mini, a tablet computer with a smaller, 7.9 inch display. In November, the two new tablets were released simultaneously in thirty-four countries and, between them, sold three million units in just three days.
What do You think about Jony Ive: The Genius Behind Apple's Greatest Products?
