I'm still scratching my head over the way Schiller pitched this product. I think it would've been better to ignore the competition and perhaps pitch this is filling a gap in Apple's product line (iPod touch-->iPad). Focus on how thin and light it is, focus on the great build quality (the Verge said the Fire and Nexus feel like toys compared to the mini), focus on the ecosystem, focus on all the things that make iPad great. And then highlight some great apps or textbooks (rumor was this would have an education focus). To me the pitch was all wrong. And by comparing it to the 7" cheaper tablets the focus automatically shifts to price. Obviously with the $329 price tag Apple isn't looking to compete in a race to the bottom so why even mention the competition? If anything Apple should have tried to move the media focus away from the Fire and Nexus comparisons. But it's hard to do that when Schiller focuses on the Nexus in the keynote.