With focus expected to be on the iPhone 6S, Apple has surprised many by unveiled the long rumoured iPad Pro.
Landing as a 12.9-inch tablet, the iPad Pro is notable bigger than the 9.7-inch traditional model and will dwarf the 7.9-inch iPad mini.
"iPad is the clearest expression for our vision of the future of personal computing. A simple, multi touch piece of glass that instantly transform into virtually anything you want it to be," Apple CEO, Tim Cook said in unveiling the slate. "Today, we have the biggest news in iPad, since the iPad."
The Pro's 12.9-inch panel features a stunning 5.6million pixels, with the slate's sizeable width the same as the height of the iPad Air 2.
Powered by a new, third-generation A9 64-bit processor, Apple claims the iPad Pro offers desktop class levels of power and offers more grunt than 80% of portable PCs shipped in the past year.
Lining up at 6.9mm think and 1.57lbs in weight – just 0.03lbs heavier than the original iPad – the Pro boasts a reported 10-hour battery life, enough for a full day's use.
Now, a slate this big needs to some series accessories, fortunately, Apple has thought of this.
Echoing Microsoft's Surface Pro 3 hybrid devices, the iPad Pro can be paired with a new Smart Keyboard Case and Apple Pencil stylus – yes, that's the real name.
The Pencil, which features its own integrated battery, can be recharged by being plugged into the tablet's Lightning port. Replacing your finger it offers more detailed annotation and drawing options.
Running iOS 9 direct from the box, the iPad Pro benefits from some impressive split-screen multitasking options. This really is a device for business users.
For those fun-time Frankies, there's an 8-megapixel rear-mounted camera, a second, FaceTime shooter up front, and a four speaker set-up.
Coming in three colours, silver, gold and space grey, the iPad Pro won't hit retailers until November.
With prices starting at $799 (£520) for the 32GB model, while the 128GB offering will set wannabe owners back $939. A 128GB, LTE model is also available for $1,079.
The accessories aren't cheap, either. The Apple Pencil will cost you $99 with the Smart Keyboard coming in at $179. UK pricing is yet to be confirmed.