Apple unveiled its new lighter, thinner iPad – the iPad Air – at a press event on October 22nd. The device is now available for consumers to purchase, and just as the holiday shopping season kicks off (Amazon just launched its Black Friday deals store).

“iPad created an entirely new mobile computing experience, and the new iPad Air is another big leap ahead. It is so thin, light and powerful, once you hold one in your hand you will understand what a tremendous advancement this is,” said Apple SVP of Worldwide Marketing, Philip Schiller, when the device was announced. “iPad Air with its 9.7-inch Retina display weighs just one pound and packs the incredible performance of iOS 7 running on a 64-bit desktop-class Apple A7 chip, and delivers all-day battery life in the lightest full-sized tablet in the world.”

The device weighs only a pound, and is 20% thinner and 28% lighter than the fourth generation iPad. The bezel is 43% narrower.

You can get it in Wi-Fi and Wi-Fi + Cellular models starting today. The former is available at $499 for the 16GB, $599 for 32GB, $699 for 64GB and $799 for 128GB.The latter is $629 for 16GB, $729 for 32GB, $829 for 64GB, and $929 for 128GB.

You can buy the device through the Apple Online Store, Apple’s retail stores, through AT&T, Sprint, T-Mobile, Verizon or other retailers like Walmart, Best Buy, Staples and Radio Shack.

Walmart is offering a $20 discount on the 16GB model, and some retailers (including Best Buy, Staples and Apple itself) are reportedly matching the price.

Image via YouTube