But as Tim Cook said, how can you improve on what people were calling the best tablet on the market? It’s not like it can get much thinner or slimmer while preserving the screen size, right?
Read more: Apple iPad mini 3 review: Hands-on
Well, no. Wrong. The new iPad Air 2 is 18% thinner than before – almost to the point of it being worth risking it without a case, such is the impressive frame on offer here.
Well, if you're one of those that is only going to use this tablet at home, then the good news is it's the perfect thing for it.
The iPad Air 2 is very much the darling of the Apple ball, with the thinner frame dazzling in the hand, and the chamfered edges adding a new premium edge.
Sure, there's not a lot different here, but what can Apple really do? The thinness and the weight of the tablet makes it very tactile indeed, and the new camera will (unfortunately) entice a new wave of users to start using the new iPad Air as a camera.
The really cool thing about using the iPad Air 2 is the screen is enhanced on a tech level - the amount of air in between each component has been reduced to zero, according to Apple at least.
The result is richer colours and fewer reflections - and at least comparing it to the iPad mini 3, which is essentially the iPad mini 2 rebadged, it's much easier to view web pages and whizz around on the Air 2.
The other big thing that go me slightly excited, although for no reason, is the A8X processor included. I say for no reason simply because there's nothing right off the bat that really can make full use of it - but the demos we saw of real time video editing with really rather powerful effects certainly impressed.
The iPad Air 2 is the perfect tablet for those that have been holding on to an older device and are quietly hoping their loved one picks up on the subtle hints to buy them a new slate this Christmas.
Sure, it's not a massive upgrade on the original iPad Air, but for the swathes of people that didn't buy that model but fancy a new device, this is the perfect mix of longer battery and improved design in a class-leading tablet.