In fact this breakthrough isn't even featured on Apple's main iPad Air 2 hub; you have to click through to the "wireless" page on the US or UK Apple Store just to see it.
But when you do, you'll learn that Apple is launching a new "Apple SIM" that is more versatile than any SIM we've seen before.
According to Apple, it lets users choose from a number of different short-term wireless plans from select US and UK carriers - and you do it right from the iPad.
"So whenever you need it, you can choose the plan that works best for you - with no long-term commitments," the site says. Plus you can potentially choose short-term data plans from carriers in other countries when you travel.
The Apple SIM comes preinstalled with every iPad Air 2 that has cellular capabilities. in the US and UK.
Apple has confirmed that at this stage, it's not available for customers in Australia.
Internationally, participating carriers include AT&T, Sprint, T-Mobile, and EE in the UK, but hopefully more get on board soon, especially globally.
While you're here, why not check out our iPad Air 2 hands on video!