SAN JOSE, Ca., (WUSA) -- Apple shrinks the screen on its new iPad Mini to just under eight inches. That's about two inches smaller than the previous models.
"It's not just a shrunken down iPad. It's a whole new design," says Apple's Phil Schiller.
The new size puts it in the same range as Amazon's Kindle Fire and Google's Nexus Seven. But with a starting price of $329, it's more expensive than either of those.
Marketing Chief Phil Schiller described it as a thin as a pencil and light as a pad of paper with ultra fast wireless and 10 hours of battery life.
"We were already so far ahead of the competition. Now I can't even see them in the rear view mirror," he says.
Apple's big announcement comes just about a month after the company unveiled a long line of other gadgets, including the iPhone 5.
Andrea Chang is a technology reporter for the Los Angeles Times and says there's a reason behind Apple's back-to-back announcements.
"A lot of it is because the holiday season is coming up. And any retailer, anyone who sells products, you really want to get in before the November period starts. And, then by separating these events out, you really see the extension of Apple hype over the period of several weeks," says Chang.
Apple already has sold 100 million iPads since their debut two years ago.
The company hopes when the Mini goes on sale next month, that number will multiply.