Apple has launched its latest iPad, simply called iPad. The Air branding is no more, but the new product is an updated version of the company’s 2014 iPad Air 2. There will be no iPad Air 3.

The iPad is what would have been called the iPad Air 3 and comes with Apple’s A9 processor, an update to the A8X processor in the iPad Air 2. This means it has the same chip as the iPhone 6s, but retains the same display and cameras as the Air 2.

It represents a shift for Apple’s marketing strategy around iPads, which have had steadily declining sales of late. By leaving the Air brand behind (the company looks set to do the same for the MacBook too), it is repositioning a high end product as the affordable option for those who don’t need the flashier, more expensive but better equipped iPad Pro.

Phil Schiller, senior vice president of Worldwide Marketing, said: “iPad is the world’s most popular tablet. Customers love the large, 9.7-inch display for everything from watching TV and movies, to surfing the web, making FaceTime calls, and enjoying photos, and now it is even more affordable.”

He went on to say: “New customers and anyone looking to upgrade will love this new iPad for use at home, in school, and for work, with its gorgeous Retina display, our powerful A9 chip, and access to the more than 1.3 million apps designed specifically for it.” Read next: Inside the new iPad 2017 – component teardown.

Apple will be hoping that indeed more people with iPads will be tempted to upgrade. The iPad has enjoyed less fruitful global upgrade sales compared to the iPhone. It is not unusual for people to hold on to their iPad model for up to four or five years.

Apple promises all day battery life and continuing adaptable Apple SIM support if you plump for the cellular model.