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 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.
Participating carriers include AT&T, Sprint, T-Mobile, and EE in the UK, but hopefully more get on board soon.
It is a bit odd that Apple is debuting this awesome new capability in the iPad instead of the iPhone 6 or iPhone 6 Plus, which launched in September, but no doubt Apple has its reasons.
While you're here, why not check out our iPad Air 2 hands on video!