The new iMacs come in two size flavors, a 21.5 inch and 27 inch, each featuring backlit LED displays for the for first time.
The technology has been on its CinemaDisplay monitors, but this is the first time it's on an iMac.
They'll run $1,199 to $1,999, depending on configuration.
More on that in a second, but first let me explain why this release, at this time, is so important: the new iMacs will be available in a few weeks, just in time for holiday shopping.
And while Apple sold a record 3 million Macs last quarter, only 26 percent were desktops.
MacBooks are selling like gangbusters, enjoying a 35 percent year-over-year pop. iMac was in need of a refresh, and now that it's here, in time for the holidays, it wouldn't surprise me to see Apple estimates go higher among Wall Street analysts. Apple is also offering small updates to the MacBook, but this new iMac is clearly the headline-grabber. And scene stealer.