Continuing its onslaught of new products and accessories this morning, Apple has silently launched a 3rd variant of its Smart Covers for the iPad. The new Smart Covers now offer full back protection with an option of laser engraving as well.

The new covers are polyurethane and come in a choice of 6 colors. Apart from the full body protection, the covers do not add any new functionality as compared to the older Smart Covers.

The new Smart Covers are compatible with the 2nd and 3rd genration iPads. They are available starting today for a $49 a pop.

Apple Store - New Smart Covers

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  • fancarolina - Monday, June 11, 2012 - link

    Apple should have made these from the start why would I want the back of my $500+ device scratched. Somehow between the first and second generation it was decided people don't care about the back getting scratched.

    Let me guess it will take another year for them to make leather versions.
  • Zoomer - Monday, June 11, 2012 - link

    Jobs was probably against it. Why cover the beautiful alu with plastic and ruin it all? If it's really scratched up after some years, he probably thinks it's time for a new one anyway.
  • Belard - Monday, June 11, 2012 - link

    I don't usually buy or use covers on any of my phones / iPad. After all, whats the point of having a beautifully made piece of hardware in which you cover up with a protector.

    (Note: some devices need covers depending on location)

    I'm looking at a rugged Samsung phone because its smaller than the stupid Galaxy series and its $1 from at&t to replace my Galaxy S1.
  • Souka - Tuesday, June 12, 2012 - link

    I agree to a point.. I have a bumper case for my iPhone... just covers the edges, not the back or screen.

    I've dropped my phone a number of times and the case took the hits well.

    I bought mine from I think this is the one, but there are others.

    My $.02
  • Mathieu Bourgie - Monday, June 11, 2012 - link

    $49 for a "smart cover" that probably costs Apple less than $5 to make in China?!

    Talk about a rip-off!
  • Belard - Monday, June 11, 2012 - link

    Luckily for you, there are options.
    A) Don't buy it.
    B) Choose a 3rd party.
    C) Buy it.

    $50 is high, but not so much more than others. A typical cell-phone cover (non apple) is $20~40. A camera bag for a small P-S camera is about $15~20.

    Then again, the same material used for my son's Wii nunchuck controllers (these are skin tight) costs $5 a pair... some no-name brand stuff.

    You don't know manufacturing, eh? It costs Apple about 50 cents to make that kind of cover. Bulk purchasing power. Add about $1~2 for packaging and shipping.
    The stores that sells them (walmart / Bestbuy) will sell them for $45~50 and make about 15~20% profit off it. The distributor will make about 10~15% profit.

    Factory>packaging > transport to Shipyard, then loaded. Transport across ocean, loaded onto truck Transport to distribution center (unloaded from container) onto a warehouse rack. (May also be sent directly to BB warehouse). Then Transport to a store where a $7 an hour kid put it on shelf for customers to later buy.

    Expensive, yes... rip off, no.
    A rip off is going to get your car looked at and the mechanic says $1000 for a repair that really needs a $50 part and 30mins of his time.
  • fancarolina - Tuesday, June 12, 2012 - link

    Considering the old version was priced at $39 and a third party back cover can set you back $30-40. I'd say that $10 isn't too much more to ask. Though I still prefer my leather smart cover with Coveroo back.
  • aliasfox - Tuesday, June 12, 2012 - link

    I think the only reason you'd buy this over something for half the price on ebay/amazon/street carts in nyc is because you have the option to engrave it.

    But yes, if you buy a case from the same store you buy your iPad from (be it Apple, Best Buy, etc) you're looking at $39 and up for the most part. Third party retailers don't make that much money on Apple products, the margin's in the $40 cases, $30 spare charger cables, and cheap headphones they sell for $100 (*cough* Monster *cough*).
  • Solidstate89 - Monday, June 11, 2012 - link

    They even make sure not to forget the painted on Apple logo. Because woe betide anyone that doesn't know YOU use an Apple product god damnit!

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