There was curiousity among tech geeks worldwide when Google and Amazon announced they were releasing tablets earlier this year, but that was nothing compared to when Apple announced the launch of an iPad mini - the tech world shivered with excitement.
Yesterday, the iPad mini (or Nano, if you prefer) was unveiled to the public. Many thought that it would simply be a shrunken down iPad. But oh no, in their launch ad, Jony Ive, Apple's senior Vice President assures us that it's SO much more.
This comes as a bit of bad news to rivals Amazon and Google, who were the first major brands to launch a smaller tablet, and the iPad's most successful competitors.
Amazon's Kindle Fire and Google's Nexus 7 are both cheaper, smaller and do pretty much the same thing as the iPad mini. All they are lacking are the prestige of Steve Jobs' brand and that familiar picture of the half-eaten apple.
The ad is much the same as the iPhone 5 launch ad, with the main men behind the product enthusiastically explaining its main features, while viewers 'ooh' and 'ahh' over how fast, smooth and pretty it is.
In true Apple style, the ad is clear, concise, and very, very white. The iPad mini has the same resolution as the iPad 2, with a couple of added features, such as FaceTime HD, smaller borders surrounding the screen and an ultra thin battery.
The new product will do well in the market, thanks to the Apple name, but will definitely feel the heat from competitors, Kindle Fire and Nexus 7, especially with price-sensitive customers.
For some, expecting all kinds of new features, the launch was somewhat of an anticlimax. But not to worry, in a few months, Apple will have another new product, I'm sure. But then again, so will Amazon. And probably Google. Let the battle commence.