Yesterday Apple announced their latest and greatest 3rd generation iPad. Our development crew eagerly watched the live stream from engadget.com as the drama of the product launch unfolded.  As case makers, what really matters to us is the external shape, not hardware and software upgrades. The rumor mill was mostly correct on new features headlined by the retina display, 5 megapixel camera w 1080p HD video and 4G LTE capability so no drama there.   

“Say the name already!”, one of us screamed as Tim Cook and other VPs continued to ramble on about software and technical specs. There was much speculation over what the new iPad would be called in the weeks leading up to the announcement. Most referred to it as the “iPad 3” while a few days before rumors started spreading that it would called “iPad HD”. Finally, an hour and a half later the press conference ends with Apple simply referring to it as “the new iPad”.

Our team was prepared to launch our new case but we needed to know what to call our product before we could officially put it online.  “The new iPad case”? That is not gonna cut it as the name of our product. Apple always gets us with a curveball somehow everytime.  Last time it was the magnets and smart cover. This time, the name is where they really surprised us all!  

article written by Ken Tomita, Grove co-founder