Understandable, but to find something that fits in between the iPad 2 and the iPod Touch in terms of size and price is a bit tricky, and since Steve always has been against a 7" iPad, it seems to me that they are just following suit with the rest of the market, rather than being a market leader in this case. And with competitors in this area being the Kindle Fire, Nook Tablet, Galaxy Tab and the Nexus 7, they will need to focus on more than just being "Apple" alone. The iPad managed to get a lot of people to "think different" about Apple, and move away from other brands and devices, but with an established 7" field, they will have to bring it.