In the wake of iPad 3 launch rumors, Apple is reportedly scrambling to prepare for the tablet's expected debut event next month.
The company is in "crunch mode" to drum up apps to demonstrate the tablet both onstage and in TV advertising, according to The Next Web tech site, which cited unidentified sources with knowledge of the matter.
The report notes that Apple usually spends weeks handpicking apps to showcase the tablet's capabilities during its introduction. Apple's selection process, which is moving along at an "increased rate," is placing special emphasis on graphics-oriented apps to show off the new iPad's rumored Retina display, The Next Web reported tonight.
Apple is said to be sending the apps it is most impressed with to its longtime advertising agency, TWBA/Chiat/Day, for possible inclusion in TV ads.
Apple is expected to unveil its next-generation iPad at a event in San Francisco scheduled for the first week of March, according to an AllThingsD report.
The design of the new iPad is expected to resemble the iPad 2 but run with a faster chip, an improved graphics processor, and better resolution. The new tablet is expected to feature a 2048x1536 Retina Display that would bring its pixel density in line with the iPhone 4 and iPhone 4S.
An Apple representative wasn't immediately available for comment.
Correction at 5:20 a.m. PT February 10: The sourcing of the original story has been fixed. The Next Web filed the story.