Anticipation was mounting. The iPhone had whet the appetite for Apple release season.
Then Apple, famed for secrecy, posted secret pictures on iTunes.
A leak on the iTunes store shows pictures of the new devices - named the iPad Air 2 and iPad Mini 3 - in a user manuel for iOS8, Apple's new mobile operating system.
What's expected for the new iPads?
The pictures seem to show a touch ID sensor on the iPad Mini, as had been widely expected. There were no other hints and no obviously revolutionary features.
Apple didn't immediately respond.
There has been a lot of speculation surrounding the new iPad. It is expected to be thinner, have the aforementioned fingerprint scanner. Like the iPhone 6, it may come in gold.
The sapphire screen some pundits have been calling for is not expected to feature.