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Really! Do you think Apple is so successful because its 'superficial'. A strange comment in lieu of the contents of the above article. Good design doesn't mean 'superficial' - why can't you have good form and function --- That's Apple! I think its more likely that Apple is the exact opposite of superficial. Most products are actually released to early, usually showing that they are actually 'superficial' since there is no 'meat' behind the product. Most of the tablets out there are poor attempts to re-create the iPad and people don't find that out until after they have had those tablets for a while and then actually try an iPad and can see the difference. Apple makes products for people, always has, except maybe while Jobs was absent for a few years. Do the competitor tablets have good features? yes - some, but for example, adding Flash just because you can, doesn't mean its a good idea. Flash doesn't usually add much thats useful to a website, just a little 'flash' -- if you actually want to get something done you don't need it and neither does your battery..... Besides I think the market is large enough that there is room for all players -- put out your product and someone will buy it. The better your product the more you will sell.... It's all good! If you like Apple, buy it, if you don't; don't! Simple!