Because it's simple and pretty. Believe it or not, there's many people who buy apple's products mostly for the aesthetics (and because is, apparently, the devil in a suit)[/QUOTE]This time, going by the various press releases and investor calls, they genuinely don't seem to know who their market is, and it kind of shows with the way they talk up the product. I haven't seen a single thing telling me, as an iPhone/Macbook user, why I would want something like this. I haven't seen a single thing telling users of other smartphones/e-readers/tablets why they should want this instead.
People say that all the time, but I bet that market is relatively tiny. Even Apple doesn't believe they can sell solely on that basis, otherwise they wouldn't fill their ads with claims of functionality, capability, etc. Apple's whole schtick recently has been "we have this machine that does all this stuff that addresses all these needs AND it's also pretty". Even when they released the Macbook Air, and spent all that money talking about how thin and awesome looking it was, they spent just as much time talking about the benefits for travelers, and business people, and how the laptop remained a high-performance machine.