I think the new iPads are amazing, but Apple needs to take a break from using Jony Ive for advertisements. Every time a video of him shows up, he might as well be wearing a wizard costume with a medieval backdrop as he explains to us common folk how magical this new fangled device is. "We had this challenge, how to maintain battery life while making a smaller package" You mean the magic thing that happens when you switch from a 32nm processor to a 28nm processor resulting in lower TDP. Sorry Jony Ive but this isn't revolutionary, its just physics and it is happening with every single computer company that switches to a lower nm processor. In fact, the only thing that Apple has done is scale down the size of the battery to a smaller battery and then shrink the case to fit it. I would prefer someone talk to us about the improvements in technology rather than talk to us like were simple minded peons drooling at a magical device that is unbelievably able to be smaller and lighter.