Tech world's worst kept secret bundled with... another iPad.

Schiller, the company’s marketing exec, even went to the audacious lengths of directly comparing the mini with an obvious Nexus 7 by Google.

Yes, it trumps the Android, at least by Apple’s metrics. But Schiller left out one crucial distinction – Nexus 7 retails at US$249, Apple will sell its entry model at US$329.

Apple expectedly priced the mini higher than its latest US$299 iPod Touch, but another competitor, the Amazon Kindle Fire, costs only US$199.

Above: The iPad mini can be held in one hand.