San Francisco (CNN) — Apple rolled out a high-definition iPad on Wednesday with a faster processor, a better camera and a display screen that promises to be dramatically sharper than the current model, the iPad 2.

This is truly Apple CEO Tim Cook‘s first launch of something big for the company.”It is amazing,” Apple CEO Tim Cook said at a San Francisco unveiling. “We’ve taken it to a whole new level, and we are redefining the category that Apple created with the original iPad.”

The new 9.7-inch display screen will feature a “retina display” of 2047 by 1536 pixels, compared with the current model’s 1024 by 768 pixels.

On Wednesday, Cook also announced an updated version of Apple TV, the company’s Web-TV integration device that competes with products like Google TV, Roku and Boxee.

For those of you who follow fashion trends you may want to know that Cook was not dawning the famous black turtle neck that Steve Jobs (and gay men from the 90s) was so fond of for wearing during these launches.

Read more here.