Let’s be honest folks, March 2^nd, 2011 will go down as a bad day for iPad case makers. Why? Apple just announced the iPad 2 and it is as beautiful and magical as expected. Any case designer worth their salt would salivate over designing a case for this. So why the long face? Well, March 2^nd is also the day that Apple announced that they are getting serious about accessories. Really serious.

Honestly, it's about time. For a product like the iPad, the case is key. It defines your interaction with the iPad and has a far greater impact than Apple probably anticipated. Have a bulky case? Well then, you think of your iPad as being bulky. Have a case with an unstable stand? Well then, you think your iPad isn’t that great to watch movies on. Have a case that has four elastic pieces hold it in place? Well then, you completely miss out on the simple elegance of the screen.  Have a case that has jewels encrusted on it and cost $1,000? Well then, you’re and idiot with terrible taste. Why on earth would Apple let others control the iPad experience? iPad cases are  a necessity not an accessory, end of story.

So what did Apple do? In true Apple fashion, they designed something truly brilliant. As Steve Jobs pointed out during the presentation: "This isn’t a case anymore.” It’s everything. It protects the screen, it cleans the screen, it attaches magnetically, it puts the iPad to sleep when closed, wakes it up when opened and comes in a myriad of colors. Oh and it folds back to create a stand. And the kicker? It appears to be designed in collaboration with Product (RED), so a portion of the proceeds go to fight AIDS in Africa.

I wish that I could be a little bit bitter here, but I'm just in awe.

Bravo, Apple.  Mindbogglingly well done. Again.