PRESS RELEASE 27 July 2010

Apple Unveils New 27-inch LED Cinema Display

CUPERTINO, California — July 27th, 2010 — Apple today unveiled a new 27-inch LED Cinema Display with stunning 2560 x 1440 resolution and 60 per cent more screen real estate than the 24-inch LED Cinema Display. Featuring a built-in iSight video camera, microphone and speakers, powered USB 2.0 hub, and universal MagSafe connector, the new LED Cinema Display is an ideal companion for the MacBook family or a Mac desktop, and is available for $999.

“With built-in MagSafe charging, iSight camera, speakers, and USB ports, the LED Cinema Display is ideal for MacBook and MacBook Pro users”, said Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing. “With its massive 2560 x 1440 resolution, the new 27-inch LED Cinema Display is a perfect fit with our powerful new Mac Pro, and it gives iMac users an easy way to double their screen real estate”.

The new, larger 27-inch LED Cinema Display features a beautiful 16:9 edge-to-edge glass display on an aluminium stand with an adjustable hinge that makes tilting the display almost effortless. The LED Cinema Display has vivid colours and exceptionally high contrast and uses a premium display technology called in-plane switching (IPS) to provide a brilliant image across an ultra wide 178 degree viewing angle.

Designed as a companion for any Mac notebook or desktop, the 27-inch display includes a built-in iSight video camera for video conferencing, an integrated MagSafe charger to keep Mac notebooks charged, built-in Mini DisplayPort connectivity for video and audio input and a powered three-port USB 2.0 hub so customers can charge their iPhone or iPod even when they take their MacBook with them.

The new LED Cinema Display now includes a new ambient light sensor which automatically adjusts the display brightness based on external lighting conditions and uses only as much energy as necessary to provide an optimum viewing experience. Made with mercury-free LED technology, arsenic-free glass and highly recyclable materials, the LED Cinema Display meets stringent Energy Star 5.0 requirements and achieves EPEAT Gold status.* The new display contains no brominated flame retardants and all cables and components are PVC-free.

Pricing & Availability
The new LED Cinema Display will be available in September through Apple Authorised Resellers for a suggested retail price of $999 (US). International pricing will be announced at a later stage. The LED Cinema Display requires a Mac with Mini DisplayPort.

*EPEAT is an independent organisation that helps customers compare the environmental performance of notebooks and desktops. Products meeting all of the 23 required criteria and at least 75 per cent of the optional criteria are recognised as EPEAT Gold products. The EPEAT program was conceived by the US EPA and is based on IEEE 1680 standard for Environmental Assessment of Personal Computer Products. For more information visit www.epeat.net.

Press Contact:
Juriaan Bosman
Apple
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+44 20 7184 1308

Anand Baskaran
Apple
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+ 91 9845028508

Gautam Mahtani
Good Relations India Pvt Ltd
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+91 9886024977