Yes yes. Totally agree with you.
The way I see it is this............
Apple had success with the iPhone, and they developed to UI for the iPhone, and after a few years/revisions they tweaked and improved the UI for the iPhone and it's 4" display.
They then took a risk and made a tablet, with a VASTLY larger screen, but of course, as it was brand new, and at the time it could have died at birth, and been a total and utter flop, they did not want to risk vast time and money on a whole new User Interface.
Also, at the time, they knew people knew the simplistic UI designed for a 3.5" to 4" screen size. Simple icons on a backdrop.
Apple knew it would be safe and simple to show a new device with the same UI so people would instantly feel at home.
This was a sensible move at the time. They pretty much just magnified an iPhone4 into an 10" version and called it a tablet.
It's a bit funny that, despite them ONLY doing this, they then told developers they did not want them to just magnify their iPhone apps for a 10" screen. which I feel is funny as that's pretty much all Apple did for the iPad's User Interface.
Anyway, that was year ago, the iPad sold well, and all is history and yay, a new product category was established, which is great.
What I think is sad, and such a shame is that Apple have since almost totally neglected the iPads user interface, thinking that Apple users would not be able to handle anything more advanced.
I think Apple users deserve more credit, and could do a LOT more with the iPad if Apple made the device Grow Up.
It's basically still just a large iPhone with a nicer screen and poorer camera and that makes me sad, knowing what such a device COULD be.
Let's be honest with ourselves.
Starting from a blank sheet of paper, knowing nothing. If someone said to a company, even saying it to Apple.
Hey Apple, we have a screen of 10" in size.
The screen has an amazing 2048x1536 resolution.
Design a productive, useful and up to date user interface for 2015 can you please.
I don't believe they would say, well we will have a background picture for some wallpaper and we will put some BIG icons, spaced apart over the screen and a row of 5 often used ones at the bottom, and when you press one it opens the program and totally fills the screen.
Job Done.
As I say, sure, it was fine for iPad1 and understandable to copy the phone as it was playing it safe.
But come on, by now. 5? years later and onto iPad6 for 2015, this is all you can offer?
I always hope they will see what potential is has as a device and one day see it as more than just a really big phone.
One day, One day......