As was widely expected Apple unveiled its new iPad Mini device on Tuesday with chief executive Tim Cook appearing on stage in San Jose to discuss the firm's huge success in the tablet market and unveil the new 7.9in device.
The device - set to compete with offerings from the likes of Google and Amazon - won't be as cheap as some would have liked, starting from £329 for a 16GB version, but given Apple's huge popularity in the market, it will no doubt be snapped up by eager punters once again.
However, what's interesting about the device is that it marks another example of Apple's, and Cook's, willingness to move on from Steve Jobs' legacy on the company.
Jobs famously declared that 7in tablets would be "dead on arrival" in the market when rivals such as Samsung and Research in Motion (RIM) first brought devices out, immediately dismissing the form factor when compared to the firm's own 9.7in offering with the iPad.
Cook, though, seems to disagree and has pushed the development of the 7.9in device - admittedly the top end of 7in - through so it can compete with Google's Nexus 7 and the Kindle Fire from Amazon.
Of course Cook is operating in a different market to the one Jobs knew, with competition stronger now than those first offerings from RIM and Samsung and the financial importance of content download sales on tablets increasing all the time, forcing Apple's hand to some degree.
Nevertheless, with the launch of the device, coming so soon after the iPhone 5 with its 4in screen - again ignoring a Jobs' edict that a phone screen should be 3.5in - and the fulsome apology from Cook over Apple Maps, the firm appears to have moved on from Jobs' legacy.
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