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"This isn't just a shrunken down iPad," Schiller said. "It is an entirely new design"

Apple Senior Vice President of Worldwide Marketing Phil Schiller announces the iPad Mini during Apple's special event at the California Theatre in San Jose, California. Apple introduced the iPad mini, confident that a smaller version of its beloved tablet computer will trump lower-priced offerings by rivals Amazon, Google and Samsung

Apple unveils iPad mini

Apple joins the tight competition in the small tablet market as it unveils a mini version of its hit iPad.