Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

“We are blown away with the incredible customer response to iPhone 4S,” said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing. “The first day pre-orders for iPhone 4S have been the most for any new product that Apple has ever launched and we are thrilled that customers love iPhone 4S as much as we do.”

iPhone 4S will be available in the US, Australia, Canada, France, Germany, Japan and the UK beginning at 8 a.m. local time on Friday, October 14.

iPhone 4S includes iOS 5, the world’s most advanced mobile operating system with over 200 new features, and iCloud, a breakthrough set of free cloud services that work seamlessly with your iPhone, iPad, iPod touch, Mac or PC to automatically and wirelessly store your content in iCloud and push it to all your devices.

Availability
iPhone 4S comes in either black or white and will be available in a 16GB, 32GB and new 64GB model. iPhone 4S will roll out worldwide to 22 more countries by the end of October including Austria, Belgium, Czech Republic, Denmark, Estonia, Finland, Hungary, Ireland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Mexico, Netherlands, Norway, Singapore, Slovakia, Slovenia, Spain, Sweden and Switzerland.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Press Contacts:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
08-703 3056

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

Press Contacts:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
08-703 3056

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

Press Contacts:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
08-703 3056

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

“iPhone 4S plus iOS 5 plus iCloud is a breakthrough combination that makes the iPhone 4S the best iPhone ever,” said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing. “While our competitors try to imitate iPhone with a checklist of features, only iPhone can deliver these breakthrough innovations that work seamlessly together.”

iPhone 4S comes with iOS 5, the world’s most advanced mobile operating system, which includes over 200 new features including Notification Center, an innovative way to easily view and manage notifications in one place without interruption and iMessage™, a new messaging service that lets you easily send text messages, photos and videos between all iOS 5 users. iOS 5 will also be available as a free software update for iPhone 4 and iPhone 3GS customers allowing them to experience these amazing new features.*

iPhone 4S also introduces Siri, an intelligent assistant that helps you get things done just by asking. Siri understands context allowing you to speak naturally when you ask it questions, for example, if you ask “Will I need an umbrella this weekend?” it understands you are looking for a weather forecast. Siri is also smart about using the personal information you allow it to access, for example, if you tell Siri “Remind me to call Mom when I get home” it can find “Mom” in your address book, or ask Siri “What’s the traffic like around here?” and it can figure out where “here” is based on your current location. Siri helps you make calls, send text messages or email, schedule meetings and reminders, make notes, search the Internet, find local businesses, get directions and more. You can also get answers, find facts and even perform complex calculations just by asking.

iCloud is a breakthrough set of free cloud services, including iTunes® in the Cloud, Photo Stream and Documents in the Cloud, that work seamlessly with your iPhone, iPad, iPod touch, Mac or PC to automatically and wirelessly store your content in iCloud and push it to all your devices. When content changes on one device, all your other devices are updated automatically and wirelessly.

iPhone 4S includes an all new camera with the most advanced optics of any phone. The 8 megapixel sensor has 60 percent more pixels so you can take amazing high quality photos with more detail than ever. iPhone 4S includes a new custom lens, a larger f/2.4 aperture and an advanced hybrid IR filter that produce sharper, brighter and more accurate images. The Apple-designed image signal processor in the A5 dual-core chip is built for performance, and coupled with the features built into iOS 5, makes the camera one of the fastest on any phone. With iPhone 4S, the Camera app launches much faster and the shot to shot capability is twice as fast, so you'll never miss another shot.

New features in the Camera and Photos apps give you instant access to the camera right from the lock screen, and you can also use the volume-up button to quickly snap a photo. Optional grid lines help line up your shot and a simple tap locks focus and exposure on one subject; and the new Photos app lets you crop, rotate, enhance and remove red-eye, and organize your photos into albums right on your device to share them on the go. New iOS 5 features include built-in Twitter integration and iMessage, so you can instantly share your photos via Twitter directly from the Photos app and send photos via iMessage to individuals or groups. And with iCloud's innovative new Photo Stream service, a photo you take on your iPhone is sent to iCloud and automatically pushed to your iPad, iPod touch, Mac or PC. You can even view your Photo Stream album on your Apple TV®.

iPhone 4S can also now record video in full 1080p HD resolution and with the new video image stabilization feature, you can take richer, smoother videos. Other iPhone 4S video camera improvements include increased sensitivity, sharpness and an increased ability to capture video in low light conditions. With the new iMessage service in iOS 5, you can now instantly share videos with family and friends.

iPhone 4S has the same beautifully thin glass and stainless steel design that millions of customers around the world love, while being completely redesigned on the inside. Apple's dual-core A5 chip delivers up to twice the processing power and up to seven times faster graphics than iPhone 4, all while maintaining incredible battery life—now up to 8 hours of 3G talk time.

Improving on the innovative stainless steel external, dual-antenna design of iPhone 4, iPhone 4S is the first phone to intelligently switch between two antennas to send and receive. iPhone 4S now supports twice the download speed with HSDPA of up to 14.4 Mbps and iPhone 4S is a world phone, so both CDMA and GSM customers can now roam internationally on GSM networks.**

Pricing & Availability
iPhone 4S comes in either black or white and will be available in the US for a suggested retail price of $199 (US) for the 16GB model and $299 (US) for the 32GB model and $399 (US) for the new 64GB model.*** iPhone 4S will be available from the Apple Online Store, Apple’s retail stores and through AT&T, Sprint, Verizon Wireless and select Apple Authorized Resellers. iPhone 4S will be available in the US, Australia, Canada, France, Germany, Japan and the UK on Friday, October 14 and customers can pre-order their iPhone 4S beginning Friday, October 7. iPhone 4 will also be available for just $99 (US) and iPhone 3GS will be available for free with a two year contract. Siri will be available in beta on iPhone 4S in English (localized for US, UK and Australia), French and German. iOS 5 software will be available on October 12 as a free software update via iTunes 10.5 for iPhone, iPad and iPod touch customers. Prices above refer to the US. iPhone pricing in Denmark will be available closer to launch.

iPhone 4S will roll out worldwide to 22 more countries by the end of October including Austria, Belgium, Czech Republic, Denmark, Estonia, Finland, Hungary, Ireland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Mexico, Netherlands, Norway, Singapore, Slovakia, Slovenia, Spain, Sweden and Switzerland.

*Some features may not be available on all products.
**Carrier roaming policies apply. HSDPA availability and network speeds are dependent on carrier networks.
***Qualified customers only. Requires a new two year rate plan, sold separately.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Press Contacts:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
08-703 3056

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

“iCloud is the easiest way to manage your content, because iCloud does it all for you and goes far beyond anything available today,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services. “You don't have to think about syncing your devices, because it happens automatically, and it is free.”

iTunes in the Cloud lets you automatically download new music purchases to all your devices, so you can buy a song on your iPad and find it waiting for you on your iPhone―no syncing required. iTunes in the Cloud also lets you download your previously purchased iTunes content, including music and TV shows to your devices at no additional cost.* Since iCloud stores your previously purchased iTunes history, you can see what you’ve bought no matter which device you bought it on, and since you already own the content, you can play it on your devices or simply tap the iCloud icon to download it to store and play later.

In addition, iTunes Match℠ scans the songs in your music library, including music not purchased on iTunes, and matches them to the more than 20 million songs available on the iTunes Store®, offering them in high-quality, DRM-free 256 kbps AAC encoding. Any unmatched songs are uploaded to iCloud so you can play songs, albums or playlists from your music library on your devices.

iCloud’s innovative Photo Stream service lets you take a photo on one device and have it automatically appear on your other devices. A photo you take on your iPhone is sent to iCloud and automatically pushed to your iPad, iPod touch, Mac or PC. You can even view your Photo Stream album on your Apple TV®. iCloud also automatically pushes a copy of the photos you’ve imported from your digital camera over Wi-Fi or Ethernet, so you can view them on your other devices. iCloud manages your Photo Stream efficiently, showing your last 1000 photos so you don’t run out of storage space.

iCloud’s Documents in the Cloud keeps your documents up to date across all your devices, automatically, so you don't have to. For example, if you create a document using Pages® on your iPad, that document is automatically sent to iCloud. When you use Pages on another iOS device, you can open the same document with your latest changes and pick up editing or reading right where you left off. Apple’s iWork® apps for iOS, Pages, Numbers® and Keynote® will take advantage of iCloud storage, and Apple is also offering developers the APIs they need to enable their apps to work seamlessly with Documents in the Cloud.

iCloud lets you see your App Store™ and iBookstore℠ purchase history and download those apps and books to any of your devices at any time. Purchased apps and books can be automatically downloaded to your devices, not just the device they were purchased on. Simply tap the iCloud icon and download your purchased apps and books to any of your iOS devices at no additional cost.

iCloud Backup automatically and securely backs up your most important information to iCloud daily over Wi-Fi whenever your iOS device is connected to a power source. Once you plug it in, everything is backed up quickly and efficiently. iCloud already stores your purchased music, TV shows, apps, books and Photo Stream; iCloud Backup takes care of everything else, backing up your photos and video in the Camera Roll, device settings, app data, home screen and app organization, messages and ringtones. iCloud Backup can even help you set up a new iOS device or restore the information on one you already own.**

iCloud works seamlessly with your Contacts, Calendar and Mail, so you can share calendars with friends and family, and your ad-free Mail account is hosted at me.com. Your inboxes and folders are kept up to date across your iOS devices and computers, and with icloud.com you have easy web access to your Mail, Contacts, Calendar, Find My iPhone and iWork documents.

The Find My iPhone app can help you if one of your devices is missing. Just use the free Find My iPhone app on another device, or sign in at icloud.com from a computer to see your missing iPhone, iPad or iPod touch on a map, display a message, and remotely lock or wipe your missing device. Find My iPhone now lets you locate a missing Mac running OS X Lion.

Find My Friends is a new app available as a free download from the App Store that lets you easily share your location with people who are important to you. Friends and family appear on a map so you can quickly see where they are. Find My Friends also lets you temporarily share your location with a group of friends, whether it's for a couple of hours for a dinner or a couple of days on a camping trip; when the time is up, the sharing ends. With Find My Friends, you get a notification every time you get a new friend request and if you give them permission, they can see your location. With a simple tap you can hide your location. Parental controls help you manage how your child uses Find My Friends.

iCloud will be available concurrently with iOS 5, the world’s most advanced mobile operating system, which includes over 200 new features including Notification Center, an innovative way to easily view and manage notifications in one place without interruption; iMessage™, a new messaging service that lets you easily send text messages, photos and videos between all iOS 5 users; and Newsstand, a new way to purchase and organize your newspaper and magazine subscriptions.

Pricing & Availability
iCloud will be available on October 12 as a free download to iPhone, iPad or iPod touch users running iOS 5 or a Mac running OS X Lion with a valid Apple ID. iCloud includes 5GB of free cloud storage for Mail, Document Storage and Backup. Purchased music, TV shows, apps, books and Photo Stream do not count against the storage limit. iTunes Match will be available starting in the US later this month for $24.99 a year. Using iCloud with a PC requires Windows Vista or Windows 7; Outlook 2010 or 2007 is recommended for accessing contacts and calendars. Additional iCloud storage upgrades are available to purchase starting at $20 a year for 10GB, $40 a year for 20GB and $100 a year for 50GB.

iOS 5 will be available as a free software update for iPhone 4S, iPhone 4, iPhone 3GS, iPad 2, iPad and iPod touch (third and fourth generation) customers, allowing them to experience the amazing new features.

*iCloud is available worldwide. iTunes in the Cloud varies by country. iTunes Match and TV shows are US-only. iTunes in the Cloud and iTunes Match may be used on up to 10 devices with the same Apple ID.
**Backup of purchased music is not available in all countries. Backup of purchased TV shows is US only. A purchased item may be unavailable to be restored if it is no longer in the iTunes Store, App Store or iBookstore.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Press Contacts:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
08-703 3056

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

“iPod has revolutionized the way we listen to music and with over 320 million sold is the world’s most popular music player,” said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing. “iPod touch, now available in both black and white, is the best selling iPod ever, and with iOS 5 and iCloud it is better than ever.”

The new iPod touch includes iOS 5, the world’s most advanced mobile operating system, which includes over 200 new features including iMessage™, Game Center, Notifications and Wi-Fi Syncing to iTunes®. iMessage brings the functionality of iPhone® messaging to your iPod touch, so you can easily send text messages, photos, videos and contact information to an individual or group on other iOS 5 devices. It also allows you to easily maintain one conversation across all your iOS devices—for free—with notifications, read receipts and typing indication.* Game Center enhancements include the ability to add photos to your profile, purchase new games from within the Game Center app, and even easier ways to find friends and new games.

iPod touch also works with iCloud, Apple’s breakthrough set of free cloud services, including iTunes in the Cloud, Photo Stream and Documents in the Cloud, that work seamlessly with your iPhone, iPad®, iPod touch, Mac® or PC to automatically and wirelessly store your content and push it to your devices. When content changes on one device, all your other devices are updated automatically and wirelessly.

iPod nano now features larger icons for even easier navigation of its intuitive Multi-Touch™ user interface, and you can choose from 16 new digital clock faces, ranging from classic analog looks to your favorite Disney characters including Mickey Mouse and Minnie Mouse. iPod nano now tracks your runs and walks right out of the box with no accessory required, making it even easier to get your fitness program up and running. iPod nano can track the time, pace and distance of your run, the calories you burn, and the number of steps you walk. iPod nano encourages you with motivational real-time voice feedback during your run, available in seven languages, while listening to your favorite music or FM radio station. You can also easily upload workouts to the Nike+ website to set goals, track your progress and challenge friends. The ultra portable iPod nano is available in seven colors including silver, graphite, blue, green, orange, pink and (PRODUCT) RED.

With the App Store on iPod touch, users have access to the world’s largest and best collection of over 500.000 apps, including over 100 000 game and entertainment titles. Customers also have the iTunes Store® at their fingertips, giving them instant access to the world’s largest catalog of over 20 million songs, 85 000 TV shows and 14.000 movies to purchase and download directly to their iPod touch.

iPod is the world’s most popular family of music players. Apple’s holiday lineup includes iPod shuffle® for just 369 kr; iPod nano with Multi-Touch starting at just 999 kr; iPod touch available in black or white, including iOS 5 and iCloud, starting at just 1.499 kr; and iPod classic® in a 160GB model for 249 €.

Pricing & Availability
iPod nano is available today for a suggested price of 999 kr (799,20 kr ex VAT) for the 8GB model and 1.199 kr (959,20 kr ex VAT) for the 16GB model. Both models are available in silver, graphite, blue, green, orange and pink through the Apple Store® (www.apple.dk), and Apple Authorized Resellers. The 8GB and 16GB iPod nano (PRODUCT) RED is available through the Apple Store (www.apple.dk). iPod nano requires a Mac with a USB 2.0 port, Mac OS® X v10.5.8 or later and iTunes 10 or later; or a Windows PC with a USB 2.0 port and Windows Vista or Windows XP Home or Professional (Service Pack 3) or later and iTunes 10 or later.

iPod touch with iOS 5 and iCloud will be available October 12 in black and white for a suggested price of 1 499 kr (1 199,20 ex VAT) for the 8GB model, 2.249 kr (1.799,20 kr ex VAT) for the 32GB model and 2.999 (2.399,20 kr ex VAT) for the 64GB model through the Apple Store (www.apple.dk), and Apple Authorized Resellers. iPod touch requires a Mac with a USB 2.0 port, Mac OS X v10.5.8 or later and iTunes 10 or later; or a Windows PC with a USB 2.0 port and Windows Vista or Windows XP Home or Professional (Service Pack 3) or later and iTunes 10.5 or later. iOS 5 will also be available as a free software update for iPod touch (third and fourth generations) customers allowing them to experience the amazing new features including iMessage, Game Center, Notifications and Wi-Fi Syncing to iTunes.

*iMessage requires Wi-Fi.

Press Contacts:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
08-703 3056

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

• Resume, which conveniently brings your apps back exactly how you left them when you restart your Mac or quit and relaunch an app;
• Auto Save, which automatically and continuously saves your documents as you work;
• Versions, which automatically records the history of your document as you create it, and gives you an easy way to browse, revert and even copy and paste from previous versions; and
• AirDrop, which finds nearby Macs and automatically sets up a peer-to-peer wireless connection to make transferring files quick and easy.

“In just three years, the revolutionary App Store has grown to become the most exciting and successful software marketplace the world has ever seen,” said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing. “Thank you to all of our amazing developers who have filled it with over 425,000 of the coolest apps and to our over 200 million iOS users for surpassing 15 billion downloads.”

“We sparked musical magic when iPhone users experienced Ocarina three years ago,” said Dr. Ge Wang, a Smule co-founder and assistant professor at Stanford’s Center for Computer Research in Music and Acoustics. “And now with iPad, we’ve created the Magic Piano and Magic Fiddle apps. Who could’ve dreamt an iPad would make its way into the San Francisco Symphony?”

“iPad provides us with an unparalleled mobile device for creating gorgeous, immersive games,” said Mark Rein, vice president and co-founder of Epic Games. “Infinity Blade has been a runaway hit with customers around the world and we couldn’t be more excited about our success on iOS devices.”

“We’re bringing Martha Stewart, Angelina Ballerina, Sesame Street and many more of the world’s most popular books and magazines to iPad,” said Nicholas Callaway, CEO of Callaway Digital Arts. “We knew the iPad was going to be a revolutionary storytelling device, but never could have anticipated it would become so popular, so quickly.”

More than 15 billion apps have been downloaded from the revolutionary App Store and more than 425,000 apps are available, including more than 100,000 native iPad apps, to consumers in 90 countries. Users of the more than 200 million iOS devices around the world can choose from an incredible range of apps in 20 categories, including games, business, news, education, sports, health, reference and travel. Apple has paid developers over $2.5 billion to date.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

“Final Cut Pro X is the biggest advance in Pro video editing since the original Final Cut Pro,” said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing. “We have shown it to many of the world’s best Pro editors, and their jaws have dropped.”

“I’m blown away by what Apple has done with Final Cut Pro,” said Angus Wall, Academy Award-winning film editor. “Final Cut Pro X is incredibly modern and fast, but most importantly it lets you focus on telling your story in the most creative way, while it actively manages all of the technical details.”

At the heart of Final Cut Pro X is the Magnetic Timeline, a trackless approach to editing your footage that lets you add and arrange clips wherever you want them, while other clips instantly slide out of the way. You can use Clip Connections to link primary story clips to other elements like titles and sound effects, so they stay in perfect sync when you move them. You can even combine related story elements into a Compound Clip that can be edited as a single clip. The groundbreaking new Auditions feature lets you swap between a collection of clips to instantly compare alternate takes.

Content Auto-Analysis scans your media on import and tags your content with useful information. Final Cut Pro X then uses that information to dynamically organize your clips into Smart Collections, so you can easily find the clips you want by close up, medium and wide shots as well as media type and the number of people in the shot. You can also tag parts of clips with Range-based keywords to add custom search criteria to your media.

Completely rebuilt from the ground up, Final Cut Pro X is a 64-bit app that takes full advantage of the latest Mac hardware and software so you never have to wait for the next edit, even if you’re working with 4K video. Final Cut Pro X uses multi-threaded processing and the GPU on your graphics card for blazing fast background rendering and superb real-time playback performance. Additionally, a ColorSync-managed color pipeline ensures color consistency from import to output.

Final Cut Pro X also includes powerful tools for audio editing and color correction, and is complemented by two companion apps, Motion 5 for professional motion graphics and Compressor 4 for advanced media encoding, available from the Mac App Store for DKK 299 each.

Pricing & Availability
Final Cut Pro X is available today for DKK 1.799 from the Mac App Store. Motion 5 and Compressor 4 are available today for DKK 299 each from the Mac App Store. Full system requirements and more information on Final Cut Pro X can be found at www.apple.dk/finalcutpro.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, Final Cut Pro and App Store are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

“Today it is a real hassle and very frustrating to keep all your information and content up-to-date across all your devices,” said Steve Jobs, Apple’s CEO. “iCloud keeps your important information and content up to date across all your devices. All of this happens automatically and wirelessly, and because it’s integrated into our apps you don’t even need to think about it—it all just works.”

The free iCloud services include:

• The former MobileMe services—Contacts, Calendar and Mail—all completely re-architected and rewritten to work seamlessly with iCloud. Users can share calendars with friends and family, and the ad-free push Mail account is hosted at me.com. Your inbox and mailboxes are kept up-to-date across all your iOS devices and computers.
• The App Store and iBookstore now download purchased iOS apps and books to all your devices, not just the device they were purchased on. In addition, the App Store and iBookstore now let you see your purchase history, and simply tapping the iCloud icon will download any apps and books to any iOS device (up to 10 devices) at no additional cost.
• iCloud Backup automatically and securely backs up your iOS devices to iCloud daily over Wi-Fi when you charge your iPhone, iPad or iPod touch. Backed up content includes purchased music, apps and books, Camera Roll (photos and videos), device settings and app data. If you replace your iOS device, just enter your Apple ID and password during setup and iCloud restores your new device.
• iCloud Storage seamlessly stores all documents created using iCloud Storage APIs, and automatically pushes them to all your devices. When you change a document on any device, iCloud automatically pushes the changes to all your devices. Apple’s Pages, Numbers and Keynote apps already take advantage of iCloud Storage. Users get up to 5GB of free storage for their mail, documents and backup—which is more amazing since the storage for music, apps and books purchased from Apple, and the storage required by Photo Stream doesn’t count towards this 5GB total. Users will be able to buy even more storage, with details announced when iCloud ships this fall.
• iCloud’s innovative Photo Stream service automatically uploads the photos you take or import on any of your devices and wirelessly pushes them to all your devices and computers. So you can use your iPhone to take a dozen photos of your friends during the afternoon baseball game, and they will be ready to share with the entire group on your iPad (or even Apple TV) when you return home. Photo Stream is built into the photo apps on all iOS devices, iPhoto on Macs, and saved to the Pictures folder on a PC. To save space, the last 1,000 photos are stored on each device so they can be viewed or moved to an album to save forever. Macs and PCs will store all photos from the Photo Stream, since they have more storage. iCloud will store each photo in the cloud for 30 days, which is plenty of time to connect your devices to iCloud and automatically download the latest photos from Photo Stream via Wi-Fi.
• iTunes in the Cloud lets you download your previously purchased iTunes music to all your iOS devices at no additional cost, and new music purchases can be downloaded automatically to all your devices. In addition, music not purchased from iTunes can gain the same benefits by using iTunes Match, a service that replaces your music with a 256 kbps AAC DRM-free version if we can match it to the over 18 million songs in the iTunes Store, it makes the matched music available in minutes (instead of weeks to upload your entire music library), and uploads only the small percentage of unmatched music. iTunes Match will be available this fall for a $24.99 annual fee. Apple today is releasing a free beta version of iTunes in the Cloud, without iTunes Match, for iPhone, iPad and iPod touch users running iOS 4.3. iTunes in the Cloud will support all iPhones that iOS 5 supports this fall.

Apple is ready to ramp iCloud in its three data centers, including the third recently completed in Maiden, NC. Apple has invested over $500 million in its Maiden data center to support the expected customer demand for the free iCloud services.

Pricing & Availability
The iCloud beta and Cloud Storage APIs are available immediately to iOS and Mac Developer Program members at developer.apple.com. iCloud will be available this fall concurrent with iOS 5. Users can sign up for iCloud for free on an iPhone, iPad or iPod touch running iOS 5 or a Mac running Mac OS X Lion with a valid Apple ID. iCloud includes 5GB of free cloud storage for Mail, Document Storage and Backup. Purchased music, apps, books and Photo Stream do not count against the storage limit. iTunes Match will be available for $24.99 per year (US only).

iTunes in the Cloud is available today in the US and requires iTunes 10.3 and iOS 4.3.3. Automatic download of apps and books is available today. Using iCloud with a PC requires Windows Vista or Windows 7; Outlook 2010 or 2007 is recommended for accessing contacts and calendars.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, iCloud, iPhone, iPad, iPod touch, MobileMe, App Store, iBookstore, iBooks, Pages, Numbers, Keynote, Apple TV, iPhoto, iTunes and iTunes Store are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

“iOS 5 has some great new features, such as Notification Center, iMessage and Newsstand and we can’t wait to see what our developers do with its 1,500 new APIs,” said Steve Jobs, Apple’s CEO. “Perhaps iOS 5’s paramount feature is that it’s built to seamlessly work with iCloud in the Post PC revolution that Apple is leading.”

With iOS 5 and iCloud, you just enter your Apple ID and password and iCloud will seamlessly integrate with your apps to automatically and wirelessly keep all of your mail, contacts, calendars, photos, apps, books, music and more, up-to-date across all your devices without ever having to connect to a computer.

Notification Center provides iOS 5 users with an innovative way to easily access all notifications―text messages, missed calls, calendar alerts, app alerts and more, all in one place, from anywhere in iOS 5. When they arrive, notifications appear briefly at the top of the screen without interrupting what you’re doing. With one swipe you can see all your notifications, and a simple tap will take you right to its app for more detail. Notifications also appear on the lock screen, with the ability to be taken to the notifying app with just one swipe.

Newsstand is a beautiful, easy-to-organize bookshelf displaying the covers of all your newspaper and magazine subscriptions in one place. A new section of the App Store features just subscription titles, and allows users to quickly find the most popular newspapers and magazines in the world. If subscribed to, new issues appear in the Newsstand and are updated automatically in the background so you always have the latest issue and the most recent cover art.

Safari is the world’s most popular mobile browser, and with iOS 5 it’s now even better. New features include Safari Reader, which gets all the clutter out of the way and sets the right font size on a web page, so you can easily scroll and read through a story; Reading List, so you can save articles to read later and they automatically show up on all your iOS devices; and Tabbed Browsing, which makes it easy to flip between multiple web pages on iPad.

iOS 5 includes built-in Twitter integration, so you can sign in once and then tweet directly from all your Twitter-enabled apps, including Photos, Camera, Safari, YouTube and Maps with a single tap. New APIs give third party developers the ability to take advantage of the single sign-on capability for their own iOS 5 apps.

iMessage in iOS 5 brings the functionality of iPhone messaging to all of your iOS devices―iPhone, iPad and iPod touch. Built right into the Messages app, iMessage allows you to easily send text messages, photos, videos or contact information to a person or a group on other iOS 5 devices over Wi-Fi or 3G. iMessages are automatically pushed to all your iOS 5 devices, making it easy to maintain one conversation across your iPhone, iPad and iPod touch. iMessage also features delivery and read receipts, typing indication and secure end-to-end encryption.

The new Reminders app helps you manage your tasks; create and group related tasks together; and set time or location-based reminder alerts, priorities and due dates, so you can be reminded of a task as its deadline approaches, or when you arrive or depart a given location. Reminders can also be viewed in iCal and Outlook and are updated automatically.

New features in the Camera and Photos apps give you instant access to the camera right from the lock screen, and you can use the volume-up button to quickly snap a photo. Optional grid lines help line up your shot and a simple tap locks focus and exposure on one subject. The new Photos app lets you crop, rotate, enhance and remove red-eye, and organize your photos into albums right on your device to share them on the go.

With the new PC Free feature, iOS 5 users can activate and set up their iOS device right out of the box with no computer required, and iOS software updates are delivered over the air and installed with just a tap. Wi-Fi Sync in iOS 5 transfers and backs up your content securely over SSL and wirelessly syncs purchased content from your device to your iTunes library.

Additional new features in iOS 5 include:

• Game Center, now with the ability to add photos to your profile, purchase new games from within the Game Center app and easier ways to find friends and new games;
• Mail enhancements which include the ability to compose messages using draggable addresses, and a new formatting bar with bold, italics, underline and indention controls;
• AirPlay Mirroring to wirelessly display everything you do on your iPad 2 right on your HDTV through Apple TV; and
• a system-wide split keyboard to make it even easier to type on your iPad.

Availability
The iOS 5 beta software and SDK are available immediately for iOS Developer Program members at developer.apple.com. iOS 5 will be available as a free software update for iPhone 4, iPhone 3GS, iPad 2, iPad, iPod touch (fourth generation) and iPod touch (third generation) this fall. Some features may not be available on all products.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, iPhone, iPad, iPod touch, iCloud, App Store, Safari, iCal, iTunes, AirPlay and Apple TV are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

“The Mac has outpaced the PC industry every quarter for five years running and with OS X Lion we plan to keep extending our lead,” said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing. “The best version of OS X yet, Lion is packed with innovative features such as new Multi-Touch gestures, system-wide support for full screen apps, and Mission Control for instantly accessing everything running on your Mac.”

New Multi-Touch gestures and fluid animations built into Lion let you interact directly with content on the screen for a more intuitive way to use your Mac. New gestures include momentum scrolling, tapping or pinching your fingers to zoom in on a web page or image, and swiping left or right to turn a page or switch between full screen apps. All Mac notebooks ship with Multi-Touch trackpads and desktop Macs can use Apple’s Magic Trackpad.

Full screen apps take advantage of the entire display and are perfect for reading email, surfing the web or browsing photos, especially on a MacBook Air or MacBook Pro. With a single click your app fills the display and you can swipe from one window to another, between full screen apps, or back to your Desktop, Dashboard or Spaces without ever leaving full screen. iWork and iLife apps, as well as Safari, iTunes, Mail, FaceTime and others, all take advantage of Lion’s system-wide support for full screen apps.

Mission Control combines Exposé, full screen apps, Dashboard and Spaces into one unified experience for a bird’s eye view of every app and window running on your Mac. With a simple swipe, your desktop zooms out to display your open windows grouped by app, thumbnails of your full screen apps and your Dashboard, and allows you to instantly navigate anywhere with a tap.

The Mac App Store is built into Lion and is the best place to discover great new Mac apps, buy them with your iTunes account, download and install them. Apps automatically install directly to Launchpad, and with Lion’s release, the Mac App Store will be able to deliver smaller “delta” app updates and new apps that can take advantage of features like In-App Purchase and Push Notifications.

Launchpad makes it easier than ever to find and launch any app. With a single Multi-Touch gesture, all your Mac apps are displayed in a stunning full screen layout. You can organize apps in any order or into folders and swipe through unlimited pages of apps to find the one you want.

Lion includes a completely redesigned Mail app with an elegant widescreen layout. The new Conversations feature groups related messages into an easily scrollable timeline, intelligently hiding repeated text so the conversation is easy to follow, and retaining graphics and attachments as they were originally sent. An incredibly powerful new search feature allows you to refine your search and suggests matches by person, subject and label as you type. Mail includes built-in support for Microsoft Exchange 2010.

Additional new features in Lion include:

• Resume, which conveniently brings your apps back exactly how you left them when you restart your Mac or quit and relaunch an app;
• Auto Save, which automatically and continuously saves your documents as you work;
• Versions, which automatically records the history of your document as you create it, and gives you an easy way to browse, revert and even copy and paste from previous versions; and
• AirDrop, which finds nearby Macs and automatically sets up a peer-to-peer wireless connection to make transferring files quick and easy.

Pricing & Availability
Mac OS X Lion will be available in July as an upgrade to Mac OS X version 10.6 Snow Leopard from the Mac App Store for 179 DKK. Lion will be the easiest OS X upgrade and at about 4GB, it is the size of an HD movie from the iTunes Store. Mac OS X Lion Server requires Lion and will be available in July from the Mac App Store for 299 DKK.

Lion requires an Intel-based Mac with a Core 2 Duo, i3, i5, i7 or Xeon processor and 2GB of RAM. The Lion upgrade can be installed on all your authorized personal Macs.

The Mac OS X Lion Up-To-Date upgrade is available at no additional charge via the Mac App Store to all customers who purchased a qualifying new Mac system from Apple or an Apple Authorized Reseller on or after June 6, 2011. Users must request their Up-To-Date upgrade within 30 days of purchase of their Mac computer. Customers who purchase a qualifying Mac between June 6, 2011 and the date when Lion is available in the Mac App Store will have 30 days from Lion’s official release date to make a request.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, App Store, Multi-Touch, MacBook Air, MacBook, Spaces, iWork, iLife, Safari, iTunes, FaceTime, Exposé, Snow Leopard and iTunes Store are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

“Now you can use Keynote, Pages and Numbers on iPhone and iPod touch to create amazing presentations, documents and spreadsheets right in the palm of your hand,” said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing. “The incredible Retina display, revolutionary Multi-Touch interface and our powerful software make it easy to create, edit, organise and share all of your documents from iPhone 4 or iPod touch.”

Keynote, Pages and Numbers import and export documents from iWork for Mac and Microsoft Office; print wirelessly using AirPrint; and include beautiful Apple-designed themes and templates. All iWork apps now include improved document management with thumbnail images that let you find your files quickly, organise them and group them into folders using intuitive gestures. From the Tools button in the toolbar, you can easily share any presentation, document or spreadsheet without leaving the app.

Keynote makes it easy to create impressive presentations, complete with animated charts and transitions. You can play your presentation in Full Screen view on the stunning, high-resolution Retina display or connect to a projector or HDTV for a large audience. Available separately, the Keynote Remote app allows your iPhone or iPod touch to control a Keynote presentation on any iOS device or Mac.

Pages is the most beautiful word processor ever designed for a mobile device and has everything you need to create amazing documents. Pages takes full advantage of the high-resolution Retina display on iPhone 4 and iPod touch so you can see all the detail and richness of your documents. To make working with text easy on iPhone and iPod touch, Smart Zoom automatically zooms in to follow the cursor while you’re editing and zooms back out when you’re done.

Numbers uses Multi-Touch gestures and an intelligent keyboard to help you create compelling, great-looking spreadsheets with over 250 easy-to-use functions, flexible tables and eye-catching charts. Just like Pages, Numbers takes advantage of the high-resolution Retina display and Smart Zoom to make working with text and cells on iPhone 4 or iPod touch easy.

Pricing & Availability
Keynote, Pages and Numbers are universal apps that run on iPad and iPad 2, iPhone 3GS and iPhone 4, and iPod touch (3rd & 4th generation). Keynote, Pages and Numbers are available from the App Store for DKK 59 each for new users, or as a free update for existing iWork for iPad customers. Keynote Remote is sold separately via the App Store for DKK 6.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, iWork, Keynote, Pages, Numbers, iPhone, iPod touch, iPad, Multi-Touch, App Store, AirPrint and Retina are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

WWDC will feature more than 100 technical sessions presented by Apple engineers. Mac developers will see and learn how to develop world-class Mac OS X Lion applications using its latest technologies and capabilities. Mobile developers will be able to explore the latest innovations and capabilities of iOS and learn how to greatly enhance the functionality, performance and design of their apps. All developers can bring their code to the labs and work with Apple engineers.

For more details, visit the Apple Worldwide Developers Conference 2011 website at developer.apple.com/wwdc.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, FaceTime, FireWire, iPad, iPhone, iPod touch, Snow Leopard, iLife, App Store, iPhoto, iMovie, GarageBand, Apple Store and Apple Care are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

“Our customers love the iMac’s aluminum enclosure, gorgeous display and all-in-one design,” said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing. “With next generation quad-core processors, powerful new graphics, Thunderbolt technology and a FaceTime HD camera, we've made the world’s best desktop even better.”

The new iMac features quad-core Intel Core i5 processors with an option for customers to choose Core i7 processors up to 3.4 GHz. These next generation processors feature an integrated memory controller for an amazingly responsive experience and a powerful new media engine for high-performance video encoding and decoding. With new AMD Radeon HD graphics processors, the new iMac has the most powerful graphics ever in an all-in-one desktop.

iMac is the first desktop computer on the market to include groundbreaking Thunderbolt I/O technology. The 21.5-inch iMac has a single Thunderbolt port while the 27-inch model features two ports for even greater expansion. Developed by Intel with collaboration from Apple, Thunderbolt enables expandability never before possible on an all-in-one computer. Featuring two bi-directional channels with transfer speeds up to an amazing 10Gbps each, Thunderbolt delivers PCI Express directly to external high performance peripherals such as RAID arrays, and can support FireWire and USB consumer devices, and Gigabit Ethernet networks via adapters. Thunderbolt also supports DisplayPort for high resolution displays and works with existing adapters for HDMI, DVI and VGA displays. Freely available for implementation on systems, cables and devices, Thunderbolt technology is expected to be widely adopted as a new standard for high performance I/O.

iMac includes a built-in FaceTime HD camera and Apple’s innovative FaceTime software for crisp, widescreen video calling the whole family can enjoy. The new camera supports high definition video calls between all FaceTime HD-enabled Macs and standard resolution calls with iPad 2, iPhone 4, the current generation iPod touch and other Intel-based Macs. The iMac continues to feature its signature aluminum and glass design, gorgeous IPS LED-backlit high resolution display, SD card slot and comes with Apple’s innovative Magic Mouse or Magic Trackpad.

Continuing Apple’s commitment to the environment, Apple’s desktop line is a leader in green design. The iMac meets stringent Energy Star 5.2 requirements and achieves EPEAT Gold rating.** iMac features LED-backlit displays that are mercury-free and made with arsenic-free glass. iMac uses PVC-free components and cables, contains no brominated flame retardants, uses highly recyclable materials and features material-efficient system and packaging designs.

Every Mac comes with Mac OS X Snow Leopard, the world’s most advanced operating system, and iLife, Apple’s innovative suite of applications for creating and sharing great photos, movies and music. Snow Leopard builds on more than a decade of innovation and includes the Mac App Store for finding great new apps for your Mac. iLife ’11 features iPhoto with stunning full screen views for browsing, editing and sharing photos; iMovie with powerful easy-to-use tools to transform home videos into fun theatrical trailers; and GarageBand with new ways to improve your playing and create great sounding songs.

Pricing & Availability
The new iMac is available through the Apple Store (www.apple.dk), and Apple Authorized Resellers. The 21.5-inch iMac is available in two configurations: one with a 2.5 GHz quad-core Intel Core i5, AMD Radeon HD 6750M and 500GB hard drive for a suggested retail price of DKK 8.999 (DKK 7.199,20 ex VAT); and one with a 2.7 GHz quad-core Intel Core i5, AMD Radeon HD 6770M and 1TB hard drive for a suggested retail price of DKK 11.199 (DKK 8.959,20 ex VAT). The new 27-inch iMac is available in two models: one with a 2.7 GHz quad-core Intel Core i5, AMD Radeon HD 6770M and 1TB hard drive for a suggested retail price of DKK 12.699 (DKK 10.159,20 ex VAT); and one with a 3.1 GHz quad-core Intel Core i5, AMD Radeon HD 6970M and 1TB hard drive for a suggested retail price of 14.999 (DKK 11.999,20 ex VAT).

Configure-to-order options include faster Intel Core i7 processors up to 3.4 GHz, additional hard drive capacity up to 2TB, a 256GB solid state drive, additional DDR3 memory and AppleCare Protection Plan. Additional technical specifications and configure-to-order options and accessories are available online at www.apple.dk/imac.

*Testing conducted by Apple in April 2011 using preproduction iMac configurations. For more information visit www.apple.dk/imac/features.html.

**Claim based on energy efficiency categories and products listed within the EPA ENERGY STAR 5.2 energy database as of April 2011. EPEAT is an independent organization that helps customers compare the environmental performance of notebooks and desktops. Products meeting all of the 23 required criteria and at least 75 percent of the optional criteria are recognized as EPEAT Gold products. The EPEAT program was conceived by the US EPA and is based on IEEE 1680 standard for Environmental Assesent of Personal Computer Products. For more information visit www.epeat.net.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, FaceTime, FireWire, iPad, iPhone, iPod touch, Snow Leopard, iLife, App Store, iPhoto, iMovie, GarageBand, Apple Store and Apple Care are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

1. Why is Apple tracking the location of my iPhone?
Apple is not tracking the location of your iPhone. Apple has never done so and has no plans to ever do so.

2. Then why is everyone so concerned about this?
Providing mobile users with fast and accurate location information while preserving their security and privacy has raised some very complex technical issues which are hard to communicate in a soundbite. Users are confused, partly because the creators of this new technology (including Apple) have not provided enough education about these issues to date.

3. Why is my iPhone logging my location?
The iPhone is not logging your location. Rather, it’s maintaining a database of Wi-Fi hotspots and cell towers around your current location, some of which may be located more than one hundred miles away from your iPhone, to help your iPhone rapidly and accurately calculate its location when requested. Calculating a phone’s location using just GPS satellite data can take up to several minutes. iPhone can reduce this time to just a few seconds by using Wi-Fi hotspot and cell tower data to quickly find GPS satellites, and even triangulate its location using just Wi-Fi hotspot and cell tower data when GPS is not available (such as indoors or in basements). These calculations are performed live on the iPhone using a crowd-sourced database of Wi-Fi hotspot and cell tower data that is generated by tens of millions of iPhones sending the geo-tagged locations of nearby Wi-Fi hotspots and cell towers in an anonymous and encrypted form to Apple.

4. Is this crowd-sourced database stored on the iPhone?
The entire crowd-sourced database is too big to store on an iPhone, so we download an appropriate subset (cache) onto each iPhone. This cache is protected but not encrypted, and is backed up in iTunes whenever you back up your iPhone. The backup is encrypted or not, depending on the user settings in iTunes. The location data that researchers are seeing on the iPhone is not the past or present location of the iPhone, but rather the locations of Wi-Fi hotspots and cell towers surrounding the iPhone’s location, which can be more than one hundred miles away from the iPhone. We plan to cease backing up this cache in a software update coming soon (see Software Update section below).

5. Can Apple locate me based on my geo-tagged Wi-Fi hotspot and cell tower data?
No. This data is sent to Apple in an anonymous and encrypted form. Apple cannot identify the source of this data.

6. People have identified up to a year’s worth of location data being stored on the iPhone. Why does my iPhone need so much data in order to assist it in finding my location today?
This data is not the iPhone’s location data—it is a subset (cache) of the crowd-sourced Wi-Fi hotspot and cell tower database which is downloaded from Apple into the iPhone to assist the iPhone in rapidly and accurately calculating location. The reason the iPhone stores so much data is a bug we uncovered and plan to fix shortly (see Software Update section below). We don’t think the iPhone needs to store more than seven days of this data.

7. When I turn off Location Services, why does my iPhone sometimes continue updating its Wi-Fi and cell tower data from Apple’s crowd-sourced database?
It shouldn’t. This is a bug, which we plan to fix shortly (see Software Update section below).

8. What other location data is Apple collecting from the iPhone besides crowd-sourced Wi-Fi hotspot and cell tower data?
Apple is now collecting anonymous traffic data to build a crowd-sourced traffic database with the goal of providing iPhone users an improved traffic service in the next couple of years.

9. Does Apple currently provide any data collected from iPhones to third parties?
We provide anonymous crash logs from users that have opted in to third-party developers to help them debug their apps. Our iAds advertising system can use location as a factor in targeting ads. Location is not shared with any third party or ad unless the user explicitly approves giving the current location to the current ad (for example, to request the ad locate the Target store nearest them).

10. Does Apple believe that personal information security and privacy are important?
Yes, we strongly do. For example, iPhone was the first to ask users to give their permission for each and every app that wanted to use location. Apple will continue to be one of the leaders in strengthening personal information security and privacy.

Software Update
Sometime in the next few weeks Apple will release a free iOS software update that:

• reduces the size of the crowd-sourced Wi-Fi hotspot and cell tower database cached on the iPhone,
• ceases backing up this cache, and
• deletes this cache entirely when Location Services is turned off.

In the next major iOS software release the cache will also be encrypted on the iPhone.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, iPhone and iTunes are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

“The white iPhone 4 has finally arrived and it’s beautiful,” said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing. “We appreciate everyone who has waited patiently while we’ve worked to get every detail right.”

iPhone 4 is the most innovative phone in the world, featuring Apple’s stunning Retina display, the highest resolution display ever built into a phone resulting in super crisp text, images and video, and FaceTime, which makes video calling a reality.

Pricing & Availability
White models of iPhone 4 will be available in Austria, Australia, Belgium, Canada, China, Czech Republic, Denmark, Finland, France, Germany, Hong Kong, Ireland, Italy, Japan, Luxembourg, Macau, Netherlands, New Zealand, Norway, Singapore, South Korea, Spain, Switzerland, Sweden, Taiwan, Thailand, UK and the US, beginning Thursday, April 28 and in many more countries around the world soon. Pricing and availability details will be available at launch at www.apple.com/dk and www.apple.com/dk/iphone/buy/.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, iPad, Apple Store, FaceTime, Photo Booth, iMovie, GarageBand and App Store are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

iPad 2 features an entirely new design that is 33 percent thinner and up to 15 percent lighter than the original iPad, while maintaining the same stunning 9.7-inch LED-backlit LCD screen. iPad 2 features Apple’s new dual-core A5 processor for blazing fast performance and stunning graphics and now includes two cameras, a front-facing VGA camera for FaceTime and Photo Booth, and a rear-facing camera that captures 720p HD video, bringing the innovative FaceTime feature to iPad users for the first time. Though it is thinner, lighter, faster and packed with new features, iPad 2 still delivers up to 10 hours of battery life* that users have come to expect.

Pricing & Availability
iPad 2 with Wi-Fi and Wi-Fi + 3G in 16GB, 32GB and 64GB models will be available in Japan on April 28 and Hong Kong, India, Israel, Korea, Macau, Malaysia, Philippines, Singapore, South Africa, Turkey and UAE on April 29. For details of pricing and availability please contact your local Apple authorised resellers and distributors. iPad 2 with Wi-Fi will be available in China on May 6, and further international availability will be announced at a later date.

iMovie and GarageBand for iPad apps are available from the App Store on iPad or www.itunes.com/appstore. The Smart Cover is available in a range of colours in vibrant polyurethane or rich leather.

*Battery life depends on device settings, usage and other factors. Actual results vary.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, iPad, Apple Store, FaceTime, Photo Booth, iMovie, GarageBand and App Store are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

CUPERTINO, California—April 20, 2011—Apple® today announced financial results for its fiscal 2011 second quarter ended March 26, 2011. The Company posted record second quarter revenue of $24.67 billion and record second quarter net profit of $5.99 billion, or $6.40 per diluted share. These results compare to revenue of $13.50 billion and net quarterly profit of $3.07 billion, or $3.33 per diluted share, in the year-ago quarter. Gross margin was 41.4 percent compared to 41.7 percent in the year-ago quarter. International sales accounted for 59 percent of the quarter’s revenue.

Apple sold 3.76 million Macs during the quarter, a 28 percent unit increase over the year-ago quarter. The Company sold 18.65 million iPhones in the quarter, representing 113 percent unit growth over the year-ago quarter. Apple sold 9.02 million iPods during the quarter, representing a 17 percent unit decline from the year-ago quarter. The Company also sold 4.69 million iPads during the quarter.

“With quarterly revenue growth of 83 percent and profit growth of 95 percent, we’re firing on all cylinders,” said Steve Jobs, Apple’s CEO. “We will continue to innovate on all fronts throughout the remainder of the year.”

“We are extremely pleased with our record March quarter revenue and earnings and cash flow from operations of over $6.2 billion,” said Peter Oppenheimer, Apple’s CFO. “Looking ahead to the third fiscal quarter of 2011, we expect revenue of about $23 billion and we expect diluted earnings per share of about $5.03.”

Apple will provide live streaming of its Q2 2011 financial results conference call beginning at 2:00 p.m. PDT on April 20, 2011 at www.apple.com/quicktime/qtv/earningsq211. This webcast will also be available for replay for approximately two weeks thereafter.

This press release contains forward-looking statements including without limitation those about the Company’s estimated revenue and earnings per share. These statements involve risks and uncertainties, and actual results may differ. Risks and uncertainties include without limitation the effect of competitive and economic factors, and the Company’s reaction to those factors, on consumer and business buying decisions with respect to the Company’s products; continued competitive pressures in the marketplace; the ability of the Company to deliver to the marketplace and stimulate customer demand for new programs, products, and technological innovations on a timely basis; the effect that product introductions and transitions, changes in product pricing or mix, and/or increases in component costs could have on the Company’s gross margin; the inventory risk associated with the Company’s need to order or commit to order product components in advance of customer orders; the continued availability on acceptable terms, or at all, of certain components and services essential to the Company’s business currently obtained by the Company from sole or limited sources; the effect that the Company’s dependency on manufacturing and logistics services provided by third parties may have on the quality, quantity or cost of products manufactured or services rendered; risks associated with the Company’s international operations; the Company’s reliance on third-party intellectual property and digital content; the potential impact of a finding that the Company has infringed on the intellectual property rights of others; the Company’s dependency on the performance of distributors, carriers and other resellers of the Company’s products; the effect that product and service quality problems could have on the Company’s sales and operating profits; the continued service and availability of key executives and employees; war, terrorism, public health issues, natural disasters, and other circumstances that could disrupt supply, delivery, or demand of products; and unfavorable results of other legal proceedings. More information on potential factors that could affect the Company’s financial results is included from time to time in the “Risk Factors” and “Management’s Discussion and Analysis of Financial Condition and Results of Operations” sections of the Company’s public reports filed with the SEC, including the Company’s Form 10-K for the fiscal year ended September 25, 2010, its Form 10-Q for the quarter ended December 25, 2010, and its Form 10-Q for the quarter ended March 26, 2011 to be filed with the SEC. The Company assumes no obligation to update any forward-looking statements or information, which speak as of their respective dates.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS and Macintosh are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

WHERE: Via conference call. The dial-in number for press is (888) 215-6982 (toll-free) or (913) 312-0672

WHEN: Wednesday, April 20, 2011, 2:00 p.m. PDT/5:00 p.m. EDT

REBROADCAST: The conference call will be available as a continuous rebroadcast beginning Wednesday, April 20 at 5:00 p.m. PDT/8:00 p.m. EDT through Wednesday, May 4 at 5:00 p.m. PDT/8:00 p.m. EDT. The dial-in number for the rebroadcast is (888) 203-1112 (toll-free) or (719) 457-0820. Please enter confirmation code 8218881.

WEBCAST: Apple will provide live audio streaming of its FY 11 Second Quarter Results Conference Call using Apple’s industry-leading QuickTime® multimedia software. The live webcast will begin at 2:00 p.m. PDT on April 20, 2011 at www.apple.com/quicktime/qtv/earningsq211 and will also be available for replay for approximately two weeks thereafter. The webcast is available on any iPad®, iPhone®, iPod touch® or any Mac® or PC running QuickTime 6 or QuickTime 7. QuickTime 7 is available from www.apple.com/quicktime.

This recording is the property of Apple and protected by U.S. copyright law and international treaties. Any reproduction or distribution is strictly prohibited without prior written approval from Apple. Please contact Apple Public Relations or Investor Relations with any questions.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, iPad and iPhone are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

“At this year’s conference we are going to unveil the future of iOS and Mac OS,” said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing. “If you are an iOS or Mac OS X software developer, this is the event that you do not want to miss.”

Mobile developers will be able to explore the latest innovations and capabilities of iOS and learn how to greatly enhance the functionality, performance and design of their apps. Mac® developers will see and learn how to develop world-class Mac OS X Lion applications using its latest technologies and capabilities. Developers can even bring their code to the labs and work with Apple engineers, applying development techniques and best-practices to enhance their apps.

Activities at Apple’s WWDC 2011 include:

• more than 100 technical sessions presented by Apple engineers on a wide range of technology-specific topics for developing, deploying and integrating the latest iOS and Mac OS technologies;
• over 1,000 Apple engineers providing developers with code-level assistance, insight into optimal development techniques, and guidance on how they can make the most of iOS and Mac OS technologies in their apps;
• the opportunity to connect with thousands of fellow iPad®, iPhone® and Mac developers from around the world; and
• Apple Design Awards which recognize iPad, iPhone and Mac apps that demonstrate technical excellence, innovation and outstanding design.

Go to the Apple Worldwide Developers Conference 2011 website (developer.apple.com/wwdc) to purchase tickets, as well as for updates and more information.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, iPad and iPhone are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

“I’ve worked with Steve for 22 years and have had an incredible time developing products at both NeXT and Apple, but at this point, I want to focus less on products and more on science,” said Bertrand Serlet, Apple’s senior vice president of Software Engineering. “Craig has done a great job managing the Mac OS team for the past two years, Lion is a great release and the transition should be seamless.”

Federighi worked at NeXT, followed by Apple, and then spent a decade at Ariba where he held several roles including vice president of Internet Services and chief technology officer. He returned to Apple in 2009 to lead Mac OS X engineering. Federighi holds a Master of Science degree in Computer Science and a Bachelor of Science in Electrical Engineering and Computer Science from the University of California, Berkeley.

Serlet joined Apple in 1997, and has been involved in the definition, development and creation of Mac OS X, the world’s most advanced operating system. Before joining Apple, Serlet spent four years at Xerox PARC, then joined NeXT in 1989. Serlet holds a doctorate in Computer Science from the University of Orsay, France.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS and Macintosh are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

“While competitors are still struggling to catch up with our first iPad, we’ve changed the game again with iPad 2,” said Steve Jobs, Apple’s CEO. “We’re experiencing amazing demand for iPad 2 in the US, and customers around the world have told us they can't wait to get their hands on it. We appreciate everyone’s patience and we are working hard to build enough iPads for everyone.”

iPad 2 features an entirely new design that is 33 percent thinner and up to 15 percent lighter than the original iPad, while maintaining the same stunning 9.7-inch LED-backlit LCD screen. iPad 2 features Apple’s new dual-core A5 processor for blazing fast performance and stunning graphics and now includes two cameras, a front-facing VGA camera for FaceTime and Photo Booth, and a rear-facing camera that captures 720p HD video, bringing the innovative FaceTime feature to iPad users for the first time. Though it is thinner, lighter, faster and packed with new features, iPad 2 still delivers up to 10 hours of battery life* that users have come to expect.

Pricing & Availability
iPad 2 with Wi-Fi will be available in Australia, Austria, Belgium, Canada, Czech Republic, Finland, Sweden, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Luxembourg, Mexico, Netherlands, New Zealand, Norway, Poland, Portugal, Spain, UK, Switzerland and Denmark on March 25 for a suggested retail price of DKK 3.699 inc VAT (DKK 2.959,20 ex VAT) for the 16GB model, DKK 4.399 inc VAT (DKK 3.519,20 ex VAT) for the 32GB model, DKK 5.099 inc VAT (DKK 4.079,20 ex VAT) for the 64GB model. iPad 2 with Wi-Fi + 3G will be available for a suggested retail price of DKK 4.599 inc VAT (DKK 3.679,20 ex VAT) for the 16GB model, DKK 5.299 inc VAT (DKK 4.239,20 ex VAT) for the 32GB model and DKK 5.999 inc VAT (DKK 4.799,20 ex VAT) for the 64GB model. iPad 2 will be available in Hong Kong, Korea, Singapore and additional countries in April, and in many more countries around the world in the coming months. Further international availability and pricing will be announced at a later date.

iMovie and GarageBand for iPad apps are available for DKK 30 each from the App Store on iPad or www.itunes.com/appstore. The Smart Cover is available in a range of colours in vibrant polyurethane for DKK 299 inc VAT or rich leather for DKK 549 inc VAT.

*Battery life depends on device settings, usage and other factors. Actual results vary.
** Where available.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

Presse kontakt:
Petter Ahrnstedt
Apple
ahrnstedt.p@apple.com
+46 87 03 30 56

Christina Vedel
Pencil PR
christina@pencilpr.dk
+45 31 31 91 06

© 2011 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS, Macintosh, iPad, Apple Store, FaceTime, Photo Booth, iMovie, GarageBand and App Store are trademarks of Apple. Other company and product names may be trademarks of their respective owners.