Apple's Message Today

Tim Cook, talking about the iPad today:

"But we’re just getting started. We’re not taking our foot off the gas."

Apple broke its annual release cycle to release the iPad 4. Then released the iPad Mini, and even showed it beside the competing Nexus 7, a rare move for Apple.

Apple's message today was clear: The tablet market belongs to us, and we're going to do everything we can to keep it.

The underlying message is also clear: We feel the pressure.

This worries me. Part of Apple's resurgence was avoiding the rat race, instead focusing on making the best possible products. I hope the iPad Mini is as good as it looks.