Apple Needs Big Hit With New Product Announcement

The company that invented the tablet market is expected to make a big announcement about the iPad.
1:36 | 10/22/13

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Transcript for Apple Needs Big Hit With New Product Announcement
Big day for apple today. All you techies out there can't wait for the latest gadget. A new ipad expected to be unveiled in san francisco, at a time when apple needs a big hit. Our tech expert, neal karlinsky, has the story. Reporter: This morning, apple will take its best shot in what has grown into a fiery battle for domination in the tablet wars. The company is expected to launch its latest ipad and ipad mini, including likely sharper screens, possibly thinner form and new colors. But will it be enough? There's a lot of pressure on apple to put out something that will garner a lot of excitement. And huge refreshes of tablets that already exist is kind of a tough thing to pull off. This is what it looks like. Reporter: The pressure is on. Apple is no longer the leader in a market it invented in 2010, with the very first ipad. Today, android tablets, many of them cheaper and put out under a number of brands, have 50% worldwide market share, according to new research. Apple, now trailing at 49%. A steady drop from just two years ago. Today's new ipad launches in many ways are the start of the holiday crush. When you look at the competition from microsoft to amazon to google, it's really important for apple, today, to really show they are still the best tablet out there. Reporter: Whatever is revealed on stage by apple today will be fighting for attention in a more crowded and competitive market than ever. For "good morning america," neal karlinsky, abc news, seattle.

This transcript has been automatically generated and may not be 100% accurate.

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