9.7-inch tablet is 20 per cent thinner and 28 per cent lighter than the iPad 4.
After all of the iPad 5 talk that's simmered for months, Apple's new tablet has arrived in the form of the iPad Air, which takes inspiration from its lightweight MacBook line.
Additionally, Apple has also revealed the iPad Mini with retina display.
The new tablet weighs just one pound and is 20 per cent thinner and lighter than the iPad 4 and comes with the usual 9.7-inch screen.
Meanwhile, the bezel and edges around the screen have been given a trim to make content on the retina display stand out more.
The Air also features A7 chip, which helps the ten-hour battery life consume less power, wi-fi and LTE connectivity and it is, of course, powered by iOS 7. Colour options include silver or grey.
The App Store now features more than one million apps, with 475,000 of those made solely for iPad.
Pricing for the wi-fi version is as follows: 16GB £339; 32GB £479; 64GB £559; 128GB £639.
Pricing for the wi-fi and LTE version is as follows: 16GB £499; 32GB £579; 64GB £659; 128GB £739.
Meanwhile, the 16GB iPad 2 with wi-fi now costs £329 and £429 for the 16GB wi-fi and 3G model.
Sales of the iPad Air begin on November 1st.
Philip Schiller, Apple’s senior vice president of worldwide marketing, said: "iPad created an entirely new mobile computing experience, and the new iPad Air is another big leap ahead. It is so thin, light and powerful, once you hold one in your hand you will understand what a tremendous advancement this is.
"iPad Air with its 9.7-inch Retina display weighs just one pound and packs the incredible performance of iOS 7 running on a 64-bit desktop-class Apple A7 chip, and delivers all-day battery life in the lightest full-sized tablet in the world."
Since when is ten hours "all-day"?
Comparatively, Nokia introduced a 10.1-inch tablet earlier today for $500.