Apple has barely had time to restock the shelves since its latest iPhone launch but that hasn't stopped the tech giant unveiling its latest iPad - renamed the iPad Air.
The announcement has added serious fuel to the fire in the battle of the tablets in the run up to Christmas and comes just hours after Nokia entered the tablet market with its Lumia 2520 and Microsoft started selling its new Surface devices.
The iPad Air is thinner, lighter, more powerful than ever before, Apple said.
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