Apple's App Store, which provides iPhone and iPad applications, imposes censorship of content, which has become an issue for book publishers and magazines seeking to use the platform. The Guardian described the role of Apple as analogous to that of the distributor WH Smith, a main distributor which for many years imposed content restrictions on British publishers.[83]
Due to the exclusion of porn from the App Store, YouPorn and others changed their video format from Flash to H.264 and HTML5 specifically for the iPad.[84][85] In an e-mail exchange[86] with Ryan Tate from Valleywag, Steve Jobs claimed that the iPad offers "freedom from porn", leading to many upset replies including Adbustings in Berlin by artist Johannes P. Osterhoff[87] and in San Francisco during WWDC10.[88]
Release
Apple began taking pre-orders for the iPad from U.S. customers on March 12, 2010.[3] The only major change to the device between its announcement and being available to pre-order was the change of the behavior of the side switch from sound muting to that of a screen rotation lock.[89] The Wi-Fi version of the iPad went on sale in the United States on April 3, 2010.[3][90] The Wi-Fi + 3G version was released on April 30.[3][4][4]
3G service in the United States is provided by AT&T and was initially sold with two prepaid contract-free data plan options: one for unlimited data and the other for 250 MB per month at half the price.[91][92] On June 2, 2010, AT&T announced that effective June 7 the unlimited plan would be replaced for new customers with a 2 GB plan at slightly lower cost; existing customers would have the option to keep the unlimited plan.[93] The plans are activated on the iPad itself and can be canceled at any time.[94]
The iPad was launched in Australia, Canada, France, Germany, Italy, Japan, Spain, Switzerland and the United Kingdom on May 28.[5][95] Online pre-orders in those countries began on May 10.[4] Apple released the iPad in Austria, Belgium, Hong Kong, Ireland, Luxembourg, Mexico, Netherlands, New Zealand and Singapore on July 23, 2010.[96] Israel briefly prohibited importation of the iPad because of concerns that its Wi-Fi might interfere with other devices.[97] On September 17, 2010, the iPad officially launched in China.[98]
The device was initially popular with 300,000 iPads being sold on their first day of availability.[99] By May 3, 2010, Apple had sold a million iPads,[100] this was in half the time it took Apple to sell the same number of original iPhones.[101] By May 31, 2010, Apple had sold two million iPads[102] and by June 22, 2010, they had sold 3 million.[13][103] Between July 1 and September 30, 2010, Apple sold a further 4.2 million iPads. During the October 18, 2010, Financial Conference Call, Steve Jobs announced that Apple had sold more iPads than Macs for the Fiscal Quarter.[104]
The South Korean Minister of Culture and Tourism, Yu In-chon was criticized for using an "unapproved" iPad on a public occasion; it is illegal to use an unapproved electronic device in South Korea.[105] However, iPad was released in Korea in November 30, through KT which also carries iPhone.
The iPad was initially only available online at The Apple Store as well as the company's retail locations. The iPad has since been available for purchase through many retailers including Amazon, Wal-Mart, Best Buy, Verizon, and AT&T.
Reception
Media reaction to the iPad announcement was mixed. Walt Mossberg wrote, "It's about the software, stupid", meaning hardware features and build are less important to the iPad's success than software and user interface, his first impressions of which were largely positive. Mossberg also called the price "modest" for a device of its capabilities, and praised the ten-hour battery life.[106] Others, including PC Advisor and The Sydney Morning Herald, wrote that the iPad would also compete with proliferating netbooks, most of which use Microsoft Windows.[107][108] The base model's $499 price was lower than pre-release estimates by the tech press, Wall Street analysts, and Apple's competitors, all of whom were expecting a much higher entry price point.[109][110][111]
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