them. that didn't happen. but for those who already own the technology apple says this new app will revolutionize learning. the first product announcement from apple since the death of the company's founder would have made steve jobs proud. >> i am extremely proud to be the first to tell you about the brand new ibooks 2. >> reporter: executives in boring clothes unveiled splashy new technology. >> the content's amazing. >> reporter: in this case an application for the ipad that makes textbooks prettier, lighter, and full of things you can't do on paper. >> i don't think there's ever been a textbook that started with such a great intro movie. >> reporter: apple also announced new software for creating textbooks and a partnership with the three companies that make most of the textbooks students use now. >> if you want to add a note, tap on the notes icon. >> reporter: what apple did not say is how many students actually will be able to use this new technology. the itextbooks cost $15. but ipads start at $500. and the company didn't announce