"iPad is delivering a new vision for mobile computing, unlike anything that has come before."
The iPad air weighs just one pound, down from one-point-four. The screen remains the same at 9-point-seven inches.
The processing chip - faster, the same as in the iPhone 5-S.
An updated "iPad Mini" will have that same chip, plus the retina display of the larger model.
They still lead in the tablet market, but Apple's share has been slipping as others enter the mix.
Still, tech watchers believe there's room to maneuver.
"The tablet market is still a lot less saturated than the smartphone market. So there's a lot of opportunity there for Apple and everyone at large."
Stats from the Pew Internet and American Life Project found 35 percent of Americans 16 and older own a tablet. That leaves plenty of first-time buyers ripe for picking.
"We know that Apple's platform generally tends to be stickier and people usually stay in it more than they do the other platforms."
Some Apple users say it would take more than Tuesday's incremental improvements to get them to upgrade.
"I don't even know what I want in additon to what I've already got."
"If there were some kind of capabilities that were far and above what I currently have with my current iPad."
Unlike the iPhone 5 reveal, there is no low cost option with the new iPad.
The iPad Air -- starting at 499 dollars -- hits stores November first. The new iPad Mini -- starting at 399, later in November -- in time for the holidays.
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