Apple has announced a range of new products in its iPad family with a strict focus on performance and aimed at those with creativity and productivity in mind.
Fourteen years since the launch of the original iPad, the market for the tablet device hasn't been as strong as those early years.
But with Apple CEO Tim Cook proclaiming the overnight announcement was "the biggest day for iPad since its introduction", there's a lot of pressure on these high-end devices to deliver.
At the top of the iPad range sits the iPad Pro and today it got a huge overhaul. A new screen layers two OLED panels on top of each other for strong brightness and quality performance.
Apple described the technology as "Tandem OLED" but it will be called "Ultra Retina XDR" in marketing in-line with the California company's other displays.
This OLED screen enables the Cupertino giant to drastically reduce the thickness of the device, with the 13-inch iPad Pro measuring just 5.1. millimetres thick, making it the thinnest Apple product ever.
The outgoing iPad Pro models featured Apple's M2 processors, but instead of using the recently introduced M3 processor, the all-new 2024 iPad Pro will skip a generation and be the launch product for Apple's M4 silicon.
The performance will enable almost any operation to be conducted on an iPad.
At the same event, Apple also announced new iPad Air devices. Claimed by Apple to take technology first introduced in the Pro, the new iPad Air devices will feature the M2 processor, and for the first time will feature a larger 13-inch screen option.
Additionally, a new Apple Pencil has been introduced, which will work with both the new Air and Pro models.
The Apple Pencil Pro features new sensors and features allowing it to be squeezed to bring up menu items or app controls.
Apple calls its new pencil rotation control Barrel Twist, which should have a huge impact on productivity for creative professionals.
Apple's iPad Air jumps in price by $70 on the previous generation, now selling for $999, while the iPad Pro has a staggering $300 price rise to $1699.
The entry-level iPad 10th generation has reduced by $150 to just $599.
Trevor Long travelled to London as a guest of Apple
