11:19AM - “I’m thrilled to announce to you that the iPad pricing starts not at $999, but at $499.” Huge applause.
11:18AM - “We want to put this in the hands of LOTS of people. Just like we were able to meet or exceed our technical goals, we’ve met our cost goals.”
11:18AM - “If you listen to the pundits, we’re going to price at under $1k, which is code for $999. When we set out to develop the iPad, we not only had very ambitious technical goals and user interface goals, but we had a very aggressive price for it.”