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996-1010 1 Infinite Loop Cupertino, CA 95014 www.apple.com FOR IMMEDIATE RELEASE Contact: Steve Dowling Apple dowling@apple.com (408) 974-1896 APPLES FIRST 3D TELEVISION THAT DOES NOT REQUIRE GLASSES NEW YORK, NY- February 13, 2012Apple announced today the release of its first 3D television. With the introduction of the iSee, home television viewers will be able to watch in 3D without the use of special glasses. The iSee will come fully installed with Apple TV, which will be able to be switched back to 2D if desired. The iSee will be available in Apple Stores and on www.apple.com only, starting December 5, 2012. Senior Vice President Philip W. Schiller, who is in charge of Worldwide Marketing, first came up with the idea of the iSee after simply posting a status on the companys Facebook page, asking consumers what new Apple product they would most like to see. The responses favoring an Apple television was overwhelming. However, since Apple is so technologically advanced, Schiller knew that creating an ordinary television, even a very high quality one, wouldnt overly impress consumers and market analysts. The Apple brand has become synonymous with innovation and customer-friendly adaptations of product lines. Schillers survey results led him to think seriously about where the consumer technology market is heading. Schiller stated, There have been so many releases of movies in 3D, and with the way our society is, within a few years 3D will dominate the movie industry. Our goal at Apple is to create products that are more technologically advanced than those of other companies products that will enhance our quality of life. I know for me, I keep my TV on all the time and when I am around my house, I want the quality of 3D, with the convenience of a 2D TV. Special viewing glasses are an inconvenience and are uncomfortable for many people. My hope is for consumers to be able to enjoy movies and television

 programs just as they do everything else, in 3D. We are confident the iSee will be a tremendous success with the public. Initially, there will be four screen sizes of the iSee televisions, from 32-inches to a big-screen 60-inch unit. The prices have not yet been set, but Schiller states, I do not know for sure, we are still working out the last minute details and figuring out if we need to add anything else to the device, but if I had to guess I would think the product would range from $1000-$2000, depending on size. I know this is a big expense, but with the Apple brand and all of the features built in, we expect to be challenged in meeting customer demand, just as we have with the iPad and other revolutionary products. About Apple Inc. Apple Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known products have included the Macintosh line of computers, the iPod, the iPhone and the iPad. For more information, visit www.apple.com or call (408) 974-1896.

(408) 996-1010 1 Infinite Loop Cupertino, CA 95014 www.apple.com FOR IMMEDIATE RELEASE Contact: Steve Dowling Apple dowling@apple.com (408) 974-1896 APPLES 3D TELEVISION DOES NOT REQUIRE GLASSES AND HAS MORE FEATURES THAN ANY OTHER 3D TV ON THE MARKET NEW YORK, NY- February 18, 2012 Apples release of the iSee 3D television set in December will forever change the way people look at televisions. The iSee comes fully equipped with Apple TV, which will allow customers to play videos from iTunes and Netflix, play music, enjoy photos from iCloud, and use Airplay to stream music and videos wirelessly from an iPad, iPod or iTunes. The iSee will also come with iChat, which will allow customers to talk with friends and family in 3D via videoconference on the bigger, higher quality screen. Even with all of these features, the iSee can be switched to allow customers to view traditional 2D television as well. On the back of the television, there is a switch that will allow people to turn the 3D feature off and go back to 2D if desired. Senior Vice President Phillip W. Schiller stated, We wanted to provide this feature because we know that some customers, especially older ones, are more comfortable with the 2D screen since it is what they are used to. Although technology is always changing and getting more advanced, it is sometimes nice to get away from all of the high tech features and go back to the simplicity of the yesteryear. Apple realizes that going from 2D to 3D will take some adjustment time for some, which is why they have teamed up with Netflix and every movie and television studio on Netflix will now stream in both 2D and 3D. Also, iTunes allows customers to buy movies online and its customers will be able to get both the 2D and 3D versions for the price of one. Schiller hopes that by giving users all of these options, the iSee will open up a whole new realm of possibilities for video products. He stated, We are so excited to release the iSee and believe our consumers will appreciate all of its new and user friendly features. With competitors Samsung, LG, Sony and Insignia all having 3D

 TVs on the market, there will be keen competition for Apple when it enters this market. What sets Apple apart from our competition are the many features we incorporate into our products that make them unique . . . not commodities. Not only do we allow the customer to choose whether or not they want to watch TV in 2D or 3D, we have worked with Netflix and, starting in 2013, ONLY the iSee users will be able to stream Netflix right to their TV in 3D. We feel this will gain the support we need to grow and prosper as we continue to look for opportunities to better serve our discerning customers, noted Schiller. According to a poll conducted online, the iSee is expected to sell over one million units within the first week of its release. Apple crazed fans are excited and the anticipation for the release is building. Apple has had enormous success with new products over the last eight years, and with their constant pursuit of innovation, they should continue to prosper. About Apple Inc. (check wording above) Apple Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. For more information, visit www.apple.com or call (408) 974-1896. ###

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THE HISTORY OF APPLE INC.

Steve Wozniak and Steve Jobs, the founders of Apple Inc., went to high school together and were both fascinated by technology. Upon graduation from high school, they went their separate ways and worked for different companies. However, they stayed in touch with each other and one day Wozniak told Jobs about a computer-design he was working on, suggesting that the two of them try to sell the computer he created, the Apple I. On April 1, 1976, Apple Inc. was officially born and, in fewer than 40 years, these two men developed an international company that is now one of the most highly valued companies in the world. When Jobs and Wozniak started Apple, most people did not take it seriously. They persevered and improved on the initial concept, releasing the Apple II in 1977. This product successfully challenged the Personal Computer and customers soon realized how unique and impressive the Apple products had become. In 1978, Jobs and Wozniak created the Apple Disk II, which was the easiest to use floppy disk on the market at the time, again endearing its product to its users and growing fan base. The Apple II and Apple Disk II were huge market winners, helping build Apple into a known and attractive brand. This brand awareness and increased sales led to a dramatic increase in the size of Apple. Four years later, in 1980, the company released its third generation computer, the Apple III, and its success caused the company to hire thousands of new employees to serve its investors and customers throughout the world. In a relatively short time, Apple had reinvented the way people look at computers. Yet not content to stand pat, in 2001 Apple released their newest laptop with the name of iMac, which allowed customers to access other novel products and services. That same year, the iPod was released, sparking a great deal of attention. The iPod was a revolutionary platform for music storage, mobility and listening quality, but at a price of $399, most persons could not afford to purchase it. A few years later, in early 2004, Apple developed what consumers wanted, an iPod mini that could hold 1,000 songs yet cost only $249. In that year alone, iTunes, Apples online music store, sold more than 100 million songs and iPods had moved from an expensive toy to a must-have necessity. After the introduction of the iPod, Apple Inc. soared. Every year Apple would introduce newer and improved versions of their products and, in 2005, it came out with the iBook,

 iPod with video, the Mac Mini and the iPod shuffle. In 2006, it introduced the MacBook and in 2007, when the iPod touch, iPhone and Apple TV came out, Apples name was all anyone with mobile communications and electronics were talking about. Most recently, Apple has created a newer iPhone as well as an iPad, which continues immeasurably to add to the companys success. The estimated income for Apple in 2011 was $112.28 billion, making it one of the most successful companies of all time. Apple will continue to make newer versions of their products, making them easier to use each time. If Apples future is anything like its past, it will continue to be one of the most creative and profitable companies ever, and will revolutionize communications for persons worldwide. Sources: http://www.apple.com/pr/library/2011/07/19Apple-Reports-Third-Quarter- Results.html http://www.apple-history.com http://www.apple.com/pr/ http://www.fundinguniverse.com/company-histories/Apple-Computer-Inc-Company- History.html

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1 Infinite Loop Cupertino, CA 95014 www.apple.com Biography of Senior Vice President of Apple, Philip W. Schiller

Phillip Schiller attended the Georgia Institute of Technology where he double- majored in Business and Optical Engineering. Before college, he had always had a keen interest in futuristic technologies and believed the field of optics was key to technological advancement. While at Georgia Tech, Schiller set out to hone his expertise while trying to configure his many ideas into a marketable invention. Apple hired Schiller in 2002 and he currently serves as the companys Vice President overseeing global marketing. In this role, Schiller came to appreciate the significance of social medias influence on companies. He realized how fast a video, press release, or even a simple picture could go viral in a matter of hours minutes, or even seconds. So Schiller decided to reach out to the consumers, posting a survey on Apples Facebook page, to find out what new Apple product they would like to see in stores. Within two hours, Schiller had received 850,567 comments, with the vast majority of fans (646,768) suggesting an Apple 3D television without the need for special eye ware. Having a background in optical engineering, Schiller took great interest in the idea of a 3D television and began researching different ideas. In late 2011, he finished a prototype of the product and presented it to the Apple CEO, Tim Cook, and other Apple executives of the Executive Board. The Board was exuberant after Schillers presentation and immediately began finalizing details about developing the product. Less than a year later, Apple is poised to unveil its latest revolutionary device, the iSee. In December 2012, Apple will release Schillers invention, the iSee. Apple projects that it will sell over 6,000,000 iSee televisions in the first month, which would make it the most popular TV on the market. Apples creativity and innovation stems from many bright people, some of whom do not even work for the company. The iSees inspiration is a tribute to Apples many customers, but it also demonstrates how powerful social media can be to the success of a company. iSee is an example of how innovation in one arena, social media, provided the impetus for dramatic innovation in another arena, 3D television. Innovation spurring additional innovation a positive trend for modern communications and living. **Phillip Schiller is an actual Apple employee, however everything written in his biography is fictional.**

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FACT SHEET

Overview:

Company Name: Apple Inc. Product Name: iSee Headquarters: Cupertino, California CEO: Tim Cook How the iSee Works: Apple technology uses MicroDot particles on a thin screen, which are then activated by a UV light. The MicroDot layer does not allow UV rays to pass though, making only certain portions of the screen white. The MicroDots are not activated by visual light, which is why they stay clear and do not turn white. By using the MicroDot layer, Apple has effectively created a 3D television that does not require the use of eye ware. (See next page for a detailed images)

History:

Founded in 1976 by Steve Jobs and Steve Wozniak. In 2007 Apple changed their name from Apple Computer Inc. to just Apple Inc. to emphasize they had more to offer than just computers. Apple now offers a wide variety of electronics, some of which include Macbooks, iPad, iPod, iPhone, Software, printers, iCloud and Apple TV. Named Top Mobile PC Maker. Ticonderoga Securities rated Apples stock as number one to purchase in the year 2011 and 2012. Fortune rated Apple number one on the Worlds Most Admired Companies in 2012. Glassdoor.com ranked Apple number 10 on the list of Best Places to Work in 2012. Steve Dowling Public Relations Apple Inc. Telephone: 408-974-1896 Email: dowling@apple.com Website: www.apple.com Address: 1 Infinite Loop Cupertino, CA 95014

Achievements:

Contact

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News Ideas for Media

Facebook Survey Leads to Apples Newest Invention Apples iSeeExploring a New Dimension with Technology Apple Launches iSee on December 5, 2012 Glasses Off, 3D On. Introducing Apples First 3D TV Netflix Joins with Apple to Give the iSee More Movie Options

Image Suggestion for Media

A picture of a family watching their 3D TV with a caption below stating, Apples iSee. So real you will forget you are at home. A picture of a living room in a house where the furniture has obviously been moved and replaced with temporary football stadium bleachers. You will see about fifteen men sitting on the bleachers wearing different teams jerseys. The TV will be on and the players on the screen will appear to be in the living room. Underneath the picture it will state, Who needs to go to the Super Bowl when you can have the players come to you. Have a plain white background with two images. The image on the left will show how thin the iSee is and the photo on the right will have a normal front view of the iSee. The only font on the page will be Coming in December, and there will be an apple in the lower right-hand corner. Take a screen shot of the online poll on Facebook where the consumers suggested making an Apple 3D TV. Then under the picture write, We do listen to what you have to say. Please continue bettering our products by logging onto Facebook.com/AppleInc. Have an image of the outside of an Apple store where the line is so long you cant see the end. Below the picture it would state, Dont waste your time standing in line. Apple.com/iSee allows you to purchase the iSee from the convenience of your home starting December 5.

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MEDIA LIST
Atlanta Journal Constitution Contact: Amy Glennon, Publisher Tel: 404-526-7237 Email: aglennon@ajc.com Fox Broadcasting Company Contact: Gaude Lydia Paez, Vice President Tel: 310-369-3276 Email: gaude.paez@fox.com Wired Magazine Contact: Howard S. Mittman, Vice President & Publisher Tel: 212-779-3788 Email: Howard_Mittman@wiredmag.com New York Times Contact: Arthur S. Brisbane, Public Editor Tel: 212-566-7652 Email: public@nytimes.com Technology Review Contact: Jason Pontin, Editor-in-Chief and Publisher Tel: 678-475-8045 Email: Jason.pontin@telchnologyreview.com 60 minutes Contact: Jeffery Fager, Executive Producer Tel: 212-975-1073 G4 Contact: Kelly Susco, TV Publicist Tel: 323-692-5214 Email: ksusco@g4tv.com .net Magazine Contact: Dan Oliver, Editor-in-Chief Tel: 012-254-4224 Email: dan.oliver@futurenet.com InformationWeek

2. 3. 4. 5. 6. 7. 8. 9.

 10. 11. 12. 13. 14. 15. 16. Contact: Rob Preston, VP and Editor-in-Chief Tel: 516-562-5692 Email: rpreston@techweb.com The Toady Show Contact: Gina Stikes, Media Relations Tel: 212-664-6605 Email: gina.stikes@msnbc.com Time Magazine Contact: Richard Zoglin, Senior Editor Tel: 212-522-3578 Email: Richard_zoglin@timemagazine.com CNBC Cable Network Contact: Lori Gordon, Senior Producer Tel: 201-735-3105 Email: lori.gordon@nbcuni.com Computer and Technology Radio-WSRadio Contact: Wade Taylor, General Manager Tel: 877-474-3302 Email: wade@wsRadio.com Good Morning America, ABC Television Network Contact: Susan Sewell, Media Relations and Network Communication Tel: 212-456-1508 Email: susan.l.sewell@disney.com National Public Radio Contact: Anna Christopher, Director of Media Relations Tel: 202-513-2000 Email: achristopher@npr.org The Ellen Show Contact: Kelly Bush, Director of Public Relations Tel: 323-822-4888

Apple will use Facebook to stay connected with the consumers. This is where Apple will keep a daily update and people will be able to stay informed about different Apple products. Apple will also ask consumers how they can improve its products to ensure satisfaction. Apple will also use Twitter to stay connected with the public. Feedback from the consumers is crucial for success. Apple encourages consumers to Tweet to them so the company can continue to revolutionize communications for persons worldwide.

Social Media