Apple unveils the iPad Air
Apple has unveiled its new iPad, the "iPad Air".
The product is thinner, lighter, faster and comes in various colours.
It has 1080p HD video, a new FaceTime HD camera with larger pixels, improved backside illlumination and dual microphones for better audio when you're using Skype.
"For anybody who still wants an iPad, obviously it'll be a good enough upgrade," says tech analyst Carmi Levy. "But for the rest of the market that's being flooded with really compelling alternatives running Android, it isn't going to be enough to stop the market share slide that Apple's been experiencing in recent months."
Levy says it's more difficult to hold successful product launches because consumers are becoming spoiled.
"Devices are getting so much better, so much quicker," he says. "It's harder to wow [consumers] with something that's only an incremental improvement over something that was introduced barely a year before."
Competitors are also starting to close in on Apple's position as leader in the tech world.
"Until Apple goes back out and creates an entirely new product category, like it once did under the leadership of Steve Jobs, it's going to be just another tech company," Levy says.
The iPad Air will be available on November 1st for US$500.