REPORTER: High fives and cheers at the iPad Air launch.
APPLE CUSTOMER: "I've been waiting from 6pm. It was really funny and hard, but I like that I'm here now and I'm the first one. I was dreaming about this and this happened!"
REPORTER: Big things are expected of the lighter thinner tablet. Reviews have been really good, including the one from CNET. Senior Editor Scott Stein ...
SCOTT STEIN, SENIOR EDITOR, CNET: "A lot of other people can't compete in providing something with that performance and that design and that platform support. You really look at the smaller tablets - I think is where you have a question of do you go budget? And you have a lot of competing people like that. You look at the iPad mini but in the large iPad that $500 price even years later I think that is still really tough to beat."
REPORTER: And that is why he thinks people will pay up. For a full size tablet, the iPad Air is not even all that much more expensive than rival devices from from Amazon, Microsoft and Samsung. But that's the full size world - overall when it comes to tablets, who is Apple's enemy #1?
SCOTT STEIN, SENIOR EDITOR, CNET: "I think its Android. I think certainly there is a huge Android landscape out there but I think that right now the way that the Android tablet landscape is set up is that a lot of it is about consumption - Google play, and creating a usable multipurpose reading, video playing device vs. something that you may be doing a ton of work on. "
REPORTER: Apple's answer to the smaller rivals, the new iPad Mini with retina display, goes on sale later this month.