We believe that your content should be the focus of your experience.
And everything else should disappear. Even the device itself.
iPad Air is astonishingly thin and light. Through a series of refinements, we were able to drop close to a quarter of the volume of the previous-generation iPad. Yet from the moment you pick it up, you’ll notice how durable it feels. Elegant unibody construction strengthens and simplifies the enclosure. We took everything we’ve learned about making unibody devices and refined the process to be even more material-efficient and exact. The result is an iPad Air that feels amazing to hold and is easy to take with you wherever you go.
More than ever, all eyes are on the stunning Retina display. iPad Air has thinner bezels on the sides of the display and a narrower width overall. But the size of the display stayed the same. It’s a subtle change, but it makes a dramatic difference. You see it the moment the screen comes to life. The beautiful display is more prominent than ever. And your attention is on what matters: your content.
The software also works intelligently with the new display. Using a touch-rejection algorithm, iPad Air recognises if your thumb is simply resting on the display while you’re holding it or if you’re intentionally interacting with the Multi-Touch screen. It’s a great example of how Apple hardware and software are designed to work together to give you the best experience possible.
The way iPad Air feels in your hand is remarkable. But just as remarkable is the way it performs. Even though iPad Air is so thin and light, we managed to pack an incredible amount of power and technology inside.
The new A7 chip rips. It’s the most powerful chip we’ve built to date — and the most efficient. A7 brings 64-bit desktop-class architecture to iPad, which means iPad Air speaks the language of the most advanced computing designs available. The A7 chip makes iPad Air up to twice as fast as the previous generation in both CPU and graphics performance. So it delivers incredible power and performance in a device that weighs less than 500 grams.
There’s a reason we design our own chips. We can decide which functions we want a chip to perform and build them into the individual circuits and components. This creates more efficient power usage, which allows our devices to be so thin and light, yet have such great battery life. It’s one of the advantages of designing both the hardware and the software. Because the only way you can build a product this thin and powerful is by investing in and caring about the primary components used to make it.
The M7 motion coprocessor is another reason why iPad Air can be so powerful yet power efficient. We designed M7 to measure the motion of iPad Air by collecting data from the gyroscope, accelerometer and compass. It offloads work from the A7 chip, gathering motion information from iPad Air so apps can adapt their functions. Because M7 was engineered for this specific task, it uses less power than A7 would require. And it frees up A7 to focus on other tasks. The result is not only a better iPad experience, but great battery life.
The 7.5-millimetre-thin enclosure of iPad Air is filled to the brim with advanced technologies that help give you an even better experience. iPad Air is designed to be on the go, so it has two antennas to support MIMO (multiple-input multiple-output) for up to twice the 802.11n Wi-Fi performance. And the Wi-Fi + Cellular model has more 4G LTE bands and supports more networks around the world — so iPad Air can keep you connected in more places.1 It also features a 5-megapixel iSight camera and a FaceTime HD camera with an improved sensor for better video calls.2 And dual microphones improve audio and suppress background noise for video recording and FaceTime calls. All this technology fits within a sleek frame that’s light and easy to hold.
iOS 7 and iPad Air weren’t just designed to work well, they were designed to work well together. So the experience of using them together is seamless. Like iPad Air, everything about iOS 7 is simple and incredibly intuitive.
And iOS 7 on iPad Air was optimised to include thoughtful choices that take advantage of the iPad experience. For example, the Control Centre panel is in an easy-to-read horizontal orientation. In the Camera app, the shutter button appears on the side of the screen rather than at the bottom — because that’s where your thumb is when you’re holding iPad. All these small considerations make iOS 7 not just beautiful to see, but beautiful to experience.
When you have a device as thin and light as iPad Air, you don’t want to put something on it that adds bulk. So we designed the iPad Air Smart Cover and Smart Case to fit and protect iPad Air perfectly. They’re crafted with as much precision and care as iPad Air itself.
The Smart Cover is constructed from a single piece of polyurethane and features a sleek new covered hinge that custom fits the thin profile of iPad Air. It comes in six vibrant colours. And it doesn’t just protect iPad Air. The Smart Cover actually wakes iPad Air when opened and sends it to sleep on close. The Smart Cover also folds into different positions to create a stand for reading, viewing, typing or making FaceTime calls. And it’s easily removable, so you can snap it on and off whenever you want.
The Smart Case is the most streamlined way to protect iPad Air, front and back. It comes in six rich shades of beautiful aniline-dyed leather for a touch of colour, and it feels great in your hand. And it’s been redesigned with an even slimmer profile. The Smart Case wakes iPad Air when opened and sends it to sleep on close. And like the Smart Cover, it folds to create a stand, so you can position iPad Air for whatever you want to do.
At Apple, we’re always thinking about the impact our products have on the world. And we know that impact continues after the end of a product’s useful life. That’s why nearly every Apple product is made from highly recyclable materials like aluminium, and why we go to great lengths to exclude harmful toxins from our components.
iPad Air is a perfect example. The aluminium enclosure is highly recyclable. And every iPad Air is free of brominated flame retardants (BFRs) and polyvinyl chloride (PVC). In fact, Apple has one of the strictest BFR-free and PVC-free standards in the industry. And we expect the same from our suppliers. So we actually disassemble our products into individual components and materials in our Cupertino lab. Then we test those components using a variety of methods, including X-ray fluorescence spectroscopy and ion chromatography. We do this to ensure that every product we release meets our environmental standards.
To learn more about Apple’s dedication to reducing the environmental impact of our products and process, visit the Apple and the Environment website.
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