And now we're seeing a video about it.
And it's starting with Jony Ive who's waxing poetic about the design of the iPad Air, talking up the light weight and the chips. Ive notes that the battery could take up less space, but include the same capacity by moving the other parts around.
Dan Riccio, Apple's hardware guy, talking up other things like the MIMO, and new cameras -- showing people FaceTiming on mountain tops.
And Federighi makes an appearance too, talking up the benefits of the new iLife and iWork software that comes included.
The video is re-iterating that the full iWork suite is free, again making this a strong value proposition.
Video ends and Schiller's out.
Most requested feature was a Retina Display, and that's what we're going to do today, Schiller says.
2048 by 1536 pixel display, but at 7.9 inches.
Finally, Retina on the mini. That makes it an even stronger alternative to the full-sized iPad.
This is 4x faster than last year's model, and 8x faster at graphics tasks, Schiller says. Still gets 10 hour battery life. Also gets MIMO Wi-Fi support, extended LTE bands (on the LTE model) that cropped up with last month's iPads. Also comes in black and white. STarts at $399 for 16GB. Arriving in November.
Original iPad mini sticking around, but it's going to start at $299 for the 16GB Wi-FI model.
The new mini doesn't come out until later in the month, so you'll have to wait a little longer if you want it. Or, you could get the older iPad mini for $299. Pretty great deal.
So you can get the new mini or the old iPad 2 for $399. Choice is obvious as far as I'm concerned.
New covers for iPad that runs $39. There's also a new version of the iPad Case for $79 for the Air, and $69 for the Mini. And yes, there are Product (RED) versions of those covers.
"It's been an incredible period for innovation and new products," says Tim Cook.
We're approaching the 80 minute mark. Still have time for a surprise if Apple has something else up its sleeve... perhaps literally.
Wrapping up now pointing to iPhone launch last month, and today's news with new Macs, iPads and software.
And now we're seeing an iPad Air ad, presumably to be shown off on television.
It's a pencil on various things, an homage to what's become a very standard way to show your product's thickness.
Behind the pencil was the iPad Air...surprise!
Tim sounds like he's winding down here.
Cook back out again. "This is what we mean by designed by Apple in California," adding that any other company would be pleased to have just one of these products. Cook thanking all the people who made them happen. And off we go to the hands-on zone. Stay tuned for photos, videos and first looks.
No Elvis Costello this time, sorry folks. Off to hands-on!
Off we go. Thanks for tuning in everyone!