Camera Lens for iPhone

Lens for iPhone

Camera Lenses for iPhone = Wide Angle + Macro Lens + Telephoto + Fisheye for iPhone 

The iPhone cameras are awesome, but they are not as versatile as they could be since you can’t change out the lenses as you do with a SLR camera. The number one complain people have about the iPhone camera is the lack of the lens options. Don’t you wish that you have some control over the choice of your lens as you do with an Single-Lens Reflective camera? Smart shutterbugs have fun finding ways to improve the iPhone’s built-in camera. Whether it’s going Macgyver to add a telephoto lens or actually opening the case to add a macro lens for close-up photography, Geeky photographer have long sought to improve their cell phone photos.

Improving your iPhone camera does not have to be complicated or expensive. Introducing magnetic fisheye lens for iPhone. The easiest the most cost effective way to extend the range and functionality of the iphone camera. These are specially designed and made to take the advantages of the iPhone cameras.  It is also perfect for the awesome1080p HD video. Best of all, this clever magnetic design allow you to attach and detach your lens easier than switching lens of your SLR cameras. If you are an iphone shutterbug, then these pocket-sized lenses are sure to make you smile. The unique magnetic design allow the lenses to be fitted for iPhone4, iPhone4, iPhone5, iPod touch 5th gen, iPad2, iPad with Rentina, and iPad Mini.

fisheye for iphone

No Lens


wide angle lens for iphone

Wide Angle Lens

on iPad2 120

fisheye for iphone

Fisheye Lens on iPad2

on iPad2 Camera 180


There are three different add-on lenses to choose from: Select from a perspective-warping fisheye for iphone, 0.7x wide angle lens, or a short 2x iPhone telephoto lens. The 35mm equivalent focal length on an iPhone 4 is 9mm, 20mm, and 56mm respectively, while on an iPhone 4S those focal lengths would be 10mm, 24mm, and 70mm. The macro and wide angle lens offers a focus between 10-23mm from your subject with a wide angle of 0.67x wide. The Fisheye for iPhone offers a 180 degree angle (0.28x).

These lenses, range between 15.8-25mm diameter x 6.5-15mm length and come with back and front lens covers to prevent scratching of glass.when they aren’t attached to your iphone. It takes second to install. No hardware customizing needed. A self-adhesive ring with a magnet must first be affixed to the area around the camera lens. After that, it’s a simple matter of bringing the add-on lens in contact with the magnet. All three lenses are made up of a top-grade optical glass. The lens are coated with multi-layering for better efficiency. which reduce lens flare and increase transmission of light. The lens casing is made up of ultra light aluminium alloys.

fisheye for iPhone

The result of these lenses are excellent. The wide angle lens increases the iPhone’s field-of-view by 35 percent, which is ideal for group photo or interior shots for realtors.  The fisheye for iPhone provides a fun impressive180° field of view for incredible distorted panorama shots. Awesome for Skating videos. The 2x telephoto lens for iPhone narrows the field-of-view by half, bringing objects closer reduces perspective distortion resulting in more pleasing portraits than those taken with the iPhone’s native lens. A great solution for people who frequently use the digital zoom on their iPhone camera but hate the grainy results. Consider the image quality and the versatility. These lenses are a great investment.

From lensphoto

These lenses are made of hard aluminum with an adhesive magnetic ring for easy install and instant on and off.  It makes an excellent investment or gift for any iphone photography enthusiasts. Order yours now!!!

From lensphoto

Camera lenses for iPhone


A. Fisheye for iPhone Specifications:
– Magnification: 180° FishEye (0.28X)
– Lens Construction: 3 elements in 3 groups
– Lens Dimensions (main body): 25mm (diameter) x 15mm (length)
– Weight: 12g

B. Telephoto lens for iPhone Specifications:
– Magnification: Telephoto 2.0X (just aas a 2X zoom lens)
– Lens Construction: 2 elements in 2 groups
– Dimensions (Main body): 20.6mm (diameter) x 19.9mm (length)
– Dimensions (magnetic ring): 13.06 (outer), 9.38 (innner)
– Weight: 6.6g

C. Wide angel + Macro len for iPhone Specifications:
– Super Macro
– Lens Construction: 1 element in 1 group
– The shot distance is between 10~23mm approximately
– Dimensions(main body): 15.8mm (diameter) x 6.5mm (length) approximately
– Dimensions (magnetic washer): 13.06mm (outer), 9.38mm (innner) approximately
– Weight: 2.0g (Lens only)

iphone and iPad Photography


From lensphoto
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Cool iPad Accessories

Cool iPad Accessories

The Best iPad Gadget


Hi-Fi 5.1 Surround Sound for iPad

iPad FM Transmitter

Game, Music, Movies, Books on Tape

From Your iPad Through Your Best Speakers

  • Built in 5.1 Surround Sound
  • Patented Spiral Wave Technology offers amazing sound quality
  • Simple compact design
  • Easy Plug and Play – No Battery Needed – No App or Software to install
  • Play and Charge – no interruption charge your device while the IMB is in use.
  • Wide Range – Effective distance of transmission approximately 15-25 meters
  • Multifunctional – Multiple program and sounds can be broadcast simultaneously.
  • Works with any FM radio, even if you only have a tape deck.
  • Specially Designed for the iPad but it will also work with any Apple device with 30 Pin connector. These include iPhone 3, iPhone 3s, iPhone 4, iPhone 4s, iPad Touch ( all ), iPod Nano ( all ).

Enjoy your car stereo, home theater or boom box while you watch movies or play games on your iPad


Infinite Magic Box the Best iPad Accessory

The Best iPad Accessory

The Best iPad Gadget

Cool iPad Accessories

The Infinite Magic Box is the Best iPad Accessory. This is a compact all-in-one sound transmission solution for your iPad. It features our patented sound technology for ultra clear sound transmission with awesome built-in home theater 5.1 surround sound.

Simply plug the Infinite Magic Box into your iPad and the IMB transmitter sends the music and sound from your iPad to any FM radio nearby. You can enjoy your iPad movies, games, books on tape or any sound through your best sounding stereo speakers no matter where you are (whether that’s a boombox, a home theater, or your car radio).


Our exclusive sound technology locks in two preset FM frequencies for you and saves them as presets. Setup couldn’t be easier. This cool iPad accessory features a ultra compact design that uses your iPad’s battery. This means that there is no additional awkward hardware or batteries needed – easy connection and operation! No software or app to install – no complicated search and match to find a radio station for the best reception. Choose either 87.9 or 107.9 FM stations for ultra clear reception with static-free, noise-free transmission with near CD quality of sound.

iPad Sound Transmitter

Simply connect this cool iPad accessory to your Apple device, such as iPhone4, iPhone4s, iPad, iPad2, New iPad, or iPod, anything that comes with a 30 pin adapter. You will be rocking loud and proud with the stereo or speakers you already own.


Best of all, while you are enjoying your iPad, your iPad can also be charge simultaneously. That means you will never be out of battery life while you use this awesome little gadget. There are no other devices like it on the market. The Infinite Magic Box is truly the Best iPad Accessory anywhere!

The Best iPad Gadget

We believe in our product and we are so sure that you will be absolutely thrilled with your Infinite Magic Box FM Transmitter purchase that we offer a 100% money back guarantee. If you don’t think that this is the best iPad accessory, we want you to sent it back. If you agree that the IMB is the best iPad companion, please tell others about this amazing product. This product is only available through this web site, and NO WHERE ELSE. Thank You!

100% Satisfaction Guarantee:

  • This item comes with one year replacement warranty. We tested every piece just before shipped it to you.
  • We offer 7 days 100% satisfaction guarantee and refund ( exclude shipping ) You have 7 days to contact us and 10 days to return it from the date it was received. Please contact us to ask RMA number before do return.
  • Return must be in the original package, and with ALL original accessories if you return for refund, if you return for replacement, just return defective part to save postage.
  • Return shipping is to be paid by the Buyer. We will pay the mailing cost of the replacement to buyer.

World Wide Shipping:

  • Orders processed within 24-48 hours of payment verification.
    We only ship to confirmed PAYPAL addresses. Your PAYPAL address MUST MATCH your Shipping address.
  • SERVICE TRANSIT TIME is provided by the carrier and excludes weekends and holidays. Transit times may vary, particularly during the holiday season.
  • If you have not received your shipment within 30 days from payment, please contact us. We will track the shipment and get back to you as soon as possible with a reply. Our goal is customer satisfaction
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How to Take Better Pictures with Your iPhone’s Camera

Take Better Pictures with Your iPhone’s Camera

iPhone Camera

Camera phones have come a long way in the past few years, but they don’t always take point-and-shoot quality pictures on the first try (let alone DSLR quality). Here’s how to squeeze the best quality photos out of your iphone’s camera.

Blast from the past is a weekly feature at Lifehacker in which we revive old, but still relevant, posts for your reading and hacking pleasure. This week, we dig up an old guide to taking better pictures with your smartphone. Smartphone cameras have gotten a lot better since we wrote this guide, but most of its rules still hold true!

They say the best camera is the one you have with you, but that doesn’t mean it’ll always give you the best-looking pictures. If you have a great shot in sight, but don’t have the time to grab your DSLR or point-and-shoot, you’ll have to make do with your phone’s camera. Depending on your cameraphone and the lighting conditions, the results are often dull, ugly photos that are barely worth looking at later on. You can do better, though; you can take most cameraphone shots from forgetful to interesting with just a few tweaks to music transmitter for droid phone.

All phones and cameras are different, so your mileage may vary with any given tip. While most phone cameras suffer from similar weaknesses (most notably the inability to take good pictures in low light), each has its own idiosyncrasies as well. That said, most of these tips can apply to your phone and favorite camera app pretty easily.

All photos below were taken with a Motorola Droid. Click “Expand” on any of them to get a closer look.
Don’t Forget Basic Photography Rules

After doing lots of research and asking around, some of the best tips I got were the most obvious (yet rarely heeded) rules of photography. When you use your phone’s camera, make sure you aren’t forgetting about the basics.

Use Your Light

It’s important with all cameras to make sure your subject is facing the light source and you’re not, but it’s even more important with phone cameras (Unless, of course, you want to take a silhouette—like all rules, this can be bent). As I mentioned above, your phone’s biggest weakness is its inability to take good pictures in low light, which means you generally will want to get as much light as you possibly can on your subject. This may require a bit more thought and a bit more moving around than it might with a point-and-shoot camera, but you’ll thank yourself in the end.

Avoid Digital Zoom

You’ve probably heard this one a million times, but we can’t overstate how useless this feature is. If you need to get closer to a subject, you’re much better off stepping closer to them. If you can’t, you can always crop the picture later on, which is all digital zoom really does. Remember, you can always crop down, but you can’t crop up.

It may seem silly, but give your lens a wipe down before you start snapping photos with your phone. While most people are pretty good about keeping their grubby fingers away from camera lenses, it’s not as easily done with cameraphones. If you have a dirty lens, none of the other tips in this article will make your photo look less like crap, so keep it in mind. Photo by warrenski.

Pay Attention to Your Flash

2014-04-05_1412LED flashes have been hyped up a lot, but they’re not always all they’re cracked up to be. If you don’t have enough light to work with, they can at least ensure that you get a picture, but left on “auto,” a lot of phones will use it more often than necessary. And that white LED light can be really harsh. You may find, even in some lower light situations, that turning off the flash will give you a better result, so snap one with and one without if you’re ever in doubt. You can always tweak them further in post-processing (which we’ll talk about in a moment), so you have nothing to lose by giving yourself options.

If you find that you still need the flash, you can also soften it by placing a thin white sticker over it, like a small piece of tissue or white label. You’ll still have some light from the flash, but the sticker will take away a bit of the harshness that tends to make people look ghostly.

Tweak Your Camera App’s Settings

Depending on your particular phone and the camera app that comes with it, you may have a few settings you can adjust before taking a picture. In almost every case, though, you can do better by grabbing a more advanced camera app, like CameraZOOM FX for Android or Camera+ for the iPhone. There are a ton out there, so shop around, but those are our two favorites.


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3D lens for iPhone

Kickstart is certainly one of the most awesome place for entrepreneur to start something with just one simple idea

Here is one hella of good idea, by using the iPhone’s camera now you can create the awesome 3D camera toy of yesteryear. This is simple gadget combined with today’s technology. One fantastic device is born and with the power of Kickstart, this thing could actually be made to the public. The whole process is dreamy. This is not something that could be done prior the internet. You just gotta to love the power of internet. Everything is possible. If you can dream it, you can make it possible. Check it out.

The Poppy uses optics to capture two images side-by-side, and then record them as two side-by-side videos using your iPhone’s camera. Then, flip the iPhone around and use the same eyepieces to look at your screen, sending the left image to your left eye and the right to your right. Simple, and effective.


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Camera Lens for iPhone 5


If you are looking to upgrade your iPhone camera. Camera Lens for iPhone 5 would be a great add on to increase utility of the new iPhone5 camera.

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Belkin FM Transmitter


An FM transmitter plugs into your car’s power socket (cigarette lighter) and then plugs into either your docking connection at the bottom of your iPod/iPad/iPhone, or into your headphone jack. You tune your FM car radio to a weak station and then set the FM transmitter to that same station.

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Best accessories for your new iPad or iPhone

iPhone cases

iPhone cases

01. Griffin Survivor
Price: £17
Works with: iPhone 4/4S

Protection doesn’t come much more robust than this: the Survivor is designed to meet or even exceed UK and US military standards of toughness! It’ll make your iPhone 4/4S resistant to being dropped and offers some protection from sand and rain. There are also versions of this case for the iPod touch and iPad 2.

02. Incipio Feather
Price: £14
Works with: iPhone 3G/3GS or 4/4S

If you’re not keen on adding much weight or bulk to your iPhone, check out these super-slim back covers. Available in shiny or matte finishes, the Feather leaves the connectors and buttons easily accessible, while keeping the back of your iPhone protected from knocks.

03. Knomo iPhone Wallet
Price: £35
Works with: iPhone 3G/3GS/4/4S

Why carry a phone case and a wallet, when you can combine the two in a stylish leather folder? Pop in a couple of important cards, slide your iPhone into the designated pouch and you’re ready to go. You’ll need to take your iPhone out of the case to use it, though.

04. Belkin Leather Pull-Tab Sleeve
Price: £11
Works with: iPhone 3G/3GS/4/4S

If you don’t want to cover up the sleek lines of your iPhone when you’re using it, but need some protection for it in your pocket or bag, this sleeve could be just the ticket. Extremely robust, it’s got a gauze window to check the time, and a tab to get at your phone easily.

05. ArtWizz SeeJacket Alu
Price: £20
Works with: iPhone 4/4S

This aluminium case adds more protection than a plastic shell, without adding much extra weight or bulk. The inner rubber lining grips the phone and protects from bumps.

06. Pro/Tec Executive Leather Case
Price: £7
Works with: iPhone 3G/3GS or 4/4S

A smart leather case doesn’t need to cost the Earth: for under a tenner, you get a robust and business-like flip case. Make sure you get the correct one for your model of iPhone.

iPad cases

iPad cases

01. Apple Smart Cover
Price: £35/£59
Works with: iPad 2

We couldn’t not include this, could we? A cover, automatic screen switch and two-angle stand, it’s wonderfully versatile. Yes, it’s pricey and doesn’t protect the back of the iPad 2, but as a piece of engineering it’s still the best iPad cover out there.

02. Belkin Verve Folio Stand
Price: £34
Works with: iPad 2

It looks the part, the built-in magnet switches the screen on and off automatically, and it’s relatively thin as far as leather folder cases go. What’s more, it offers all-round protection for your iPad and will stand in landscape at a variety of angles. Pure class.

03. Orbyx Leather Folder case
Price: £29
Works with: iPad

This oozes class with a splash of fun thrown in: the black or brown leather exterior is complemented by a bright green or pink lining inside. It’s a good fit, and will prop your iPad at a nice angle for typing or watching videos.

04. Incipio Destroyer
Price: £28
Works with: iPad

If it’s solid protection you’re after, solid protection you shall get. This sturdy shell bolts together, holding your iPad in a vice-like grip. It’s for the original iPad only – for the iPad 2, have a look at Gumdrop’s similar Drop cases.

05. iLuv Flex-Gel Case
Price: £11
Works with: iPad 2

If you’re after a gel back cover for your iPad 2, you’ve countless options. But this trumps them all, because it hugs your device so tightly where many others are a bit loose around the edges. The matt surface gives you a nice amount of grip, and there are five colours.

06. iLuv Smart Back Cover
Price: £27
Works with: iPad 2

So you love the Apple Smart Cover, but want to protect the back of your iPad 2 as well – what do you do? Why, you get one of these, of course. It clips on, adding minimal extra thickness to your iPad 2, but excellent all-round protection.

07. Speck HandyShell for iPad 2
Price: £27
Works with: iPad 2

As well as a protective shell, this gives you a genius fold-out clip. It’s clever because it does so many things: use it to grip your iPad, hang it up, or stand it in portrait or landscape orientations. Or if you’re more musically inclined, flip the clip right out and you’ve got an easy way to hold your virtual guitar!



01. Apple In-Ear Headphones
Price: £45
Works with: Everything

You’d be forgiven for thinking, given how lacklustre the white headphones you get with the iPhone and iPod are, that we’re mad for suggesting buying Apple’s premium set. But actually, they’re the best in-ear models we’ve tried at this price.

02. Sennheiser HD 518
Price: £72
Works with: Everything

Because these over-the-ear cans are open-backed, sound doesn’t bounce around inside the cup in the same way as with closed-back models – resulting in audio that is as crisp as it is gutsy. What’s more, they’re really comfortable to wear for hours at a time.

03. Sony MDR-NC200D
Price: £172
Works with: Everything

This is the only set in this list that includes active noise cancellation. Powered by a single AAA battery, the smart, three-mode noise cancellation works well on something like a train journey, and the overall sound quality from these headphones is excellent.

04. Etymotic hf3
Price: £100
Works with: Everything

The super-clean, balanced and neutral sound from these in-ear buds may not be to everyone’s taste, but if you like your music as uncoloured as possible, these are stunning. You could also treat yourself to custom moulded earbuds (shown) for an extra £70.

05. Sennheiser PX 210 BT
Price: £92
Works with: Everything

It’s difficult to fully grasp how liberating it is to have wireless headphones until you’ve tried them. This superb Bluetooth set – like its fancier brother, the MM 450 Travel – sounds terrific, and works great with everything except the original iPhone and iPod touch.



01. Wacom Bamboo Stylus
Price: £25
Works with: Everything

Whether it’s to write, paint or sketch on your iPad, iPhone or iPod touch, there are times when you need more precision than your finger can offer. And Wacom’s 6mm tip is as small and precise as you can get with the screen on your device. It’s beautifully weighted to feel like a pencil in your hand, and though it’s costly as far as styluses go, it’s the best there is.

02. Just Mobile AluPen
Price: £15
Works with: Everything

This stylus is solid, chunky and easy to hold. It’s got a thicker tip than the Wacom Bamboo Stylus, making it perhaps more suitable for artists’ use. It’s also a good deal cheaper than the Bamboo Stylus, but doesn’t feel it when you’ve got it in-hand.

03. ZAGGfolio for iPad 2
Price: £80
Works with: iPad 2

OK, so this isn’t cheap, but it’s our favourite keyboard and protective case combo for the iPad 2. A lovely detachable keyboard slots into a thin protective cover and stand.

04. KeySonic KSK- 3201MacBT
Price: £38
Works with: Everything

Whether it’s a quick iMessage or longer piece of prose that you’re writing, you’ll almost certainly be quicker and more comfortable with an external keyboard than the on-screen one. This one gets the balance between compact size and ease of typing spot on.

05. Logitech Tablet Keyboard
Price: £50
Works with: Everything

If the prospect of typing on a compact keyboard like the KeySonic one doesn’t thrill you, take a look at Logitech’s excellent desktop-size offering, which comes complete with carry case that doubles as a clever stand for the iPad.



01. Mophie JuicePack Plus
Price: £27
Works with: iPhone 4/4S

Pop your iPhone 4/4S into one of these battery cases and you’ll almost double the length of time you can use it for, thanks to the 2000mAh battery. The case helps protect your phone from bumps and scrapes as well, though it also adds some bulk.

02. Proporta USB TurboCharger
Price: £43
Works with: Everything

It may be big and a bit weighty, but the whopping 5000mAh battery in here should fill an iPhone several times over, and will also charge an iPad. A great companion to take with you if you’re expecting to be away from power outlets for long periods.

03. Griffin PowerJolt Plus
Price: £13
Works with: Everything

Make sure you never arrive at your destination with a dead iPhone, iPad or iPod touch: plug one of these into your car’s lighter socket and your device will charge. It’s even got a feed-through socket on it, meaning you can connect more than one thing to a single socket.

04. Kensington PowerLift Back-Up Battery, Dock & Stand
Price: £33
Works with: iPhone, iPod touch

A bit of a multitasking marvel, this one – not only will it stand and sync your iPhone or iPod touch, but it’ll charge it on the go thanks to its 1200mAh battery. It’s perfect for FaceTime or other calls, so be sure to take it with you whenever you head out the door.

05. Griffin PowerDock Dual
Price: £32
Works with: Everything

You get three things in one, here: an iPhone/iPod charger; an iPad charger; and a tray for your keys or coins. The PowerDock Dual is the ideal place to leave your iOS devices to charge – both when you’re at home or at work.

06. iDAPT i4
Price: £37
Works with: Everything

If you’ve got several devices – be they Apple or otherwise – the i4 lets you charge them all at once. By adding different tips to the unit (it comes with one dock connector, you can buy more from the website), you can connect three bits of kit, and the USB port allows you to charge a fourth, too.

Music making

music making

01. Alesis iO Dock
Price: £139
Works with: iPad

There are plenty of excellent accessories to add music input and output to your iPad or iPad 2, but the iO Dock brings them all together in a single package. The XLR and quarter-inch jack inputs mean you can connect a range of equipment, and these are complemented by MIDI inputs and outputs. Add a foot pedal socket, composite video out and two quarter-inch main outputs, and you’ve got a fantastic package.

02. IK Multimedia iRig
Price: £22
Works with: Everything

Forget buying lots of costly effects pedals for your guitar: get an iRig and the AmpliTube app for a whole range of different guitar sounds right there on your iPhone, iPad or iPod touch. It’s also a great way to record those guitar licks you’ve been perfecting straight into GarageBand. An absolutely essential add-on for any guitarist with an iOS device.

03. IK Multimedia iRig MIDI
Price: £46
Works with: Everything

Where the first iRig is designed for connecting guitars to the iPhone, iPad or iPod touch, the MIDI version lets you hook up any MIDI kit – such as keyboards, synthesisers and foot pedals – to your device. What’s more, because it uses the CoreMIDI system, it’ll work with a whole host of iOS apps.

04. Numark iDJ Live
Price: £80
Works with: iPad

Mixing music like a real DJ no longer requires you to shell out hundreds of pounds on a set of decks, a mixer and lots of vinyl. The iDJ Live links to the excellent djay iPad app (£13.99), letting you control your tunes using a tactile pair of decks, with basic mixing controls in between. And while your revellers dance away to the playing track, the included splitter cable means you can cue up the next in your headphones.


First published in Tap! Issue 10

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There are literally millions of different options when it comes to choosing the accessory for your new iPhone or iPad. Here are a list of Best accessories for your new iPad or iPhone click here find out more..

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iPad Typing Tips

The iPad’s keyboard could be a real pain sometime. It is specially annoying when you need to type fast. Well, here are some tricks offer by that will speed up your typing on the iPad keyboard.

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iPad 5 to be Introduced in April 2013

New iPad 5 Rumored To Launch In April 2013

Author: Dan Reyes
Published: February 18, 2013 at 11:07 am

The purported new iPad 5 is rumored to be announced by Apple in April, according to a report from Apple Insider.

The report claim that Piper Jaffray analyst Gene Munster had reported that Apple will hold a showcase event in early Q2 to launch a new version of the iPad, which will feature an all-new design.

In a note to clients, Apple Insider reports Munster said, "We believe that looking at history of time between Apple product launch events suggests that the company will introduce something new in March or April." "Over the past two years, the spring event has been iPad updates."

Aside from the likely scenario of an Apple event happening in March or April of this year, and the hint of the upcoming iPad 5 having a redesigned body, the above report didn't say anything about the possible specs of the said Apple device.

Meanwhile, another technology and gadgets news site also has a very interesting new report about the possible features and specs of the new and upcoming iPad 5 tablet. You may also want to read that site's in-depth report here.

However, these iPad 5 reports are simply speculations that may or may not come true. Apple has always been known to be very secretive on the details of their upcoming products, whether it's a new phone or a tablet. But of course, Apple being Apple, will always create a buzz and a stir in the blogosphere whenever rumors of an additional device pops out that may possibly be added to their products lineup.

Read comments on this article, and add some feedback of your own


Are you ready for the next generation of iPad?

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Apple New iPad Commercial

Apple [AAPL] published two new iPad ads (‘Alive’ and ‘Together’) last night. In both ads, the company focuses on what the product can do — the company hasn’t yet stooped to respond to its competitors with ads campaigns that mock them.

Apple’s app attack

The two ads are the customary laid-back Apple ad spot. With a white background and well-chosen backing music, the spots show multiple apps running on the iPad’s screen, with words popping up between spots to reinforce some of the positive associations of the product.

The ads are cool, relatively inoffensive, and discreet — the company just takes a few seconds to suggest what an iPad can do, with a particular focus on apps.

Given Apple CEO, Tim Cook’s reference to the 170,000 apps already optimized for use on an iPad, it looks like the company intends taking on competitors by stressing just how many apps are available for its tablet, in comparison to others.

“So what happened last year, everybody that was in the PC industry and everybody that was in the phone industry, everybody decided they had to do a tablet. By some estimates, there were a hundred tablets put on the market last year. Everybody was kind of aiming at iPad 1, and we were trying to innovate quickly to get to iPad 2. So, by the time they had something that they thought could compete with iPad 1, we were on iPad 2. We wound up with 170,000 apps, and I’m not sure there’s 100 yet on the other platform,” he told Goldman Sachs last week.

Apple’s ad campaign claims 300,000 apps.

Forbes loses Apple religion

Apple being Apple, Forbes, which seems to have become a haven for anti-Apple sentiment in recent weeks, almost immediately published a deeply subjective op-ed in which the author asked, “What’s wrong with Apple’s TV ads lately?”

My first reaction to this report was to ask “What’s wrong with Forbes?”, but the author’s point (other than attempting to annoy Apple fans) seems to be to bring in a spurious mention of Google while calling for Apple to “get back to its (advertising) roots,” whatever that means. He thinks these latest Apple ads are “ordinary”.

The Forbes’ author’s motivation may smply be to attract criticism and traffic from Apple fans, but he may have inadvertently struck a chord — despite their market-leading position and incredible popularity, Apple’s tablet ads just aren’t much loved by the US TV-viewing public.

An Ace Metrix review of the top tablet ads of 2012 (published in September) claimed ads for Apple’s iPad didn’t even make it into the top ten tablet ads last year. All ten slots were occupied by clips from Samsung, Google and Amazon, proof that the three company’s weren’t completely wasting their huge investments in product marketing.

Samsung product marketing

While many Apple critics love to claim the success of Apple’s products is down to “marketing”, the truth is very different — Samsung spends far more on ads than Coca Cola and coughed up four times the ads spend Apple did last year, according to Asymco.

Clearly then the success of Android products can also be attributed to marketing — except, in the case of tablets, this hasn’t yet worked.

Apple’s move to point to the strength of its apps ecosystem for tablets in its latest ambient ad campaign is an attempt to illustrate one of its biggest advantages against others at the tablet table: the apps.

You could argue that a wide range of apps has been crucial to the development of the smartphone industry. Apple hopes that, by maintaining the lion’s share of the iPad maket, it will be able to continue to keep developers developing for iOS users. The latest ads show the diversity of the available solutions to people choosing the market-leading tablet.

Ace Metrix CEO, Peter Daboll, predicted Apple’s move to attempt to subtly differentiate itself within its product marketing last year, when he said:

“Apple is faced with a real challenge in how to differentiate and articulate its benefits, like a retina display, for example.”

Playing to unique strengths

Apple knows that display quality can be imitated. The latest campaign shows it is ready to stress its unique advantages.  The company’s hard to emulate apps ecosystem gives it the chance to explain how much more useful an iPad can be in comparison to any other tablet. This message sits at the heart of this latest wide advertising push by the company.

AppleInsider this weekend confirmed the company has launched a new billboard campaign promoting the apps empire. Each billboard shows apps running on an iPad, with an adjective (as used in the TV spots) and the slogan, “300,000 apps for everything you love”.

Ads campaigns like these take time to build and this one’s clearly been in the works for a while. Launching the iPad last year, Apple’s marketing chief, Phil Schiller (who would probably love to spend a Samsung-like marketing budget) noted the “night and day” difference between apps optimized for an iPad and those stretched smartphone apps that don’t work so well that people using other tablets need to endure.

Rise above

Unlike Samsung, Apple hasn’t so far stooped to name-calling its competitors, or their fans. Were it to choose to do so, it may wish to take a look at the security (or the lack of it) that afflicts users of Google Play.

A report the search giant acted to control last week pointed out that every time an Android user purchases an app on Google Play, that users name, address and email is passed on to the developer.

The report was originally published with the headline: “Massive Google security flaw puts users’ details on display for all to find.” Google objected at use of the word “massive”, and argued that this sharing of personal data without knowledge of Google Play customers was not a flaw, as it was by design.

Nonetheless, it is interesting the company moved to get the headline changed, but has so far declined that report’s author a statement explaining the issues raised.

(Signing off, does anyone else out there think that claims Apple plans an iWatch make its November 2012 decision to pay $21 million to Swiss national rail operator, SBB, for use of its famous clock face with the iOS Clock app a little easier to understand?)

Got a story? Drop me a line via Twitter or in comments below and let me know. I’d like it if you chose to follow me on Twitter so I can let you know when these items are published here first on Computerworld.

Apple want the world to know that iPad is not just the amazing hardware, but the real star of the iPad is the Apps that is available.

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New iPad’s Commercial

Nothing shallow here.

(Credit: Apple Screenshot by Chris Matyszczyk/CNET)

If you’re sitting at Apple HQ, you must be very aware of Samsung.

There must be such a temptation to offer a public swat or two at the fly that has cleverly positioned itself as the challenger to your own emotional supremacy.

Yet, with two new iPad ads that Apple has just released, Cupertino is stoically continuing to pretend that its tablet exists in a world all of its own.

Here, to vaguely jazzy music, we see words flash across the screen at lightning speeds. Not one of these words is “patent,” “lawsuit” or “rip-off.”

Instead, in one ad called “Alive,” we see all sorts of educational and entertaining excitements. They are accompanied by words like “alive,” “loud,” and “surprise.”

In the other, called “Together,” we see, well, more or less the same. Here the words include “beautiful,” “phenomenal,” and “brilliant.”

How odd to see Apple boast quite this much.

Apple simply wants you to understand — as if you haven’t grasped this already — that it enjoys so many apps through its beautiful, phenomenal, and brilliant ecosystem.

It stands on its superior pedestal and doesn’t deign to look down.

Still, I wasn’t convinced that through two ads there wasn’t one solitary jab at the competition.

So I slowed the words down to see whether a small, subliminal jest might have been inserted.

I think I may have found one. In the “Together” ad, there appears one solitary word that those who love Apple believe will always distinguish the brand from any other.

That word is “taste.”

This is Apple’s way to let the world know that Apple is still the best and most popular tablet. It is still “the Tablet” for the children around the world.

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Wireless Keyboard for iPad Mini

February 18, 2013

After the success of the Ultrathin Keyboard for the full-size iPad, there was little doubt Logitech would follow up with a smaller version for the iPad mini. Now available for $79.99, the Ultrathin Keyboard mini carries over the same quality construction and useful functions of its predecessor. But as is the case with any reduced-size hardware, the usefulness of a mini keyboard will vary by user.

Snapping magnetically to the side of the iPad mini — similar to Apple’s Smart Cover — the Ultrathin mini is an incredibly solid, well-made product. When not in use, the keyboard works as a screen protector, featuring a similar, quality aluminum shell as found on the iPad mini itself. The plastic keys are sturdy, offering a pleasant tactile response with each press. The cradle for the iPad mini is also magnetized with just enough pull to keep the device in place, but not so much that disconnecting is a pain.

Obviously, the rigid construction does add some heft. At .45 pounds, the Ultrathin mini nearly doubles the weight of the iPad, but it still maintains a low-profile when closed against the device. Four rubberized pads protect the screen from the keys, although pressure in the center of the cover might lead to contact.

Pairing the iPad mini with the keyboard via Bluetooth is a breeze, and through multiple uses, the Ultrathin mini had no issues reconnecting seamlessly. A handy on-off slider on the side extends battery power, and based upon our time with the keyboard, Logitech’s claims of 3 months on a single charge seem legit. We used the Ultrathin mini straight from the box, and it’s still going strong.

The Ultrathin mini manages to pack in a relatively full-featured QWERTY keyboard, despite its diminutive size. The only caveats, in regards to key placement, are Caps Lock and Tab. As an obvious consequence of size, Caps Lock is doubled with the A-key, while Tab resides atop the Q-key. Using either is a bit awkward at first, but like many features of the Ultrathin mini, it becomes second-nature with practice.

But outside of the Caps Lock issue, the Ultrathin mini’s varied assortment of function keys are a standout feature. Logitech has done a great job of working in some of the most basic tasks associated with the iPad mini along the number-key line. A Siri key makes voice search easy, and a quick-button press to slideshow pictures stored on the device is a welcome addition. Cut-and-paste is wonderfully accessible via keystroke, and the arrow keys can select text word by word. If you’re someone who writes quite a bit on the iPad mini, you’ll rarely feel the need to use the touch screen within a word processing app or Notes.

At .45 pounds, the Ultrathin mini nearly doubles the weight of the iPad Mini.

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