So Apple's new iPad mini is here, and thanks to all the leaks over the past few months, there's very little by way of surprise.
In fact, arguably the biggest surprise, and it's not a pleasant one unfortunately, is Apple's pricing structure for the cut-size iPad, which leaves the sub-£200 tablet sector well alone for Amazon and Google to fight over.
But is Apple making a mistake in pitching the iPad entry point as high as £269? Some will no doubt say it is, though I'd be surprised if it held sales back to any significant degree.
But those grumbles have certainly been loud enough to move Apple VP Phil Schiller to speak out in defence of the iPad mini's price, and it's the entirely unsurprising “quality costs extra” argument he's fallen back on.
“The iPad is far and away the most successful product in its category. The most affordable product we've made so far was $399 and people were choosing that over those devices,” Schiller told Reuters.
“And now you can get a device that's even more affordable at $329 in this great new form, and I think a lot of customers are going to be very excited about that,” Schiller said.
The point alluded to here is that Apple is pitching the iPad mini very much as a fully formed device but in a smaller package (“every inch an iPad”), so pricing its entry-level model much lower than it has would either force Apple to cut features, or imply that the existing iPad prices are too high.
No matter which way you slice it, though, it's hard to imagine the iPad mini as being anything other than another sales success for Apple in the run-up to Christmas.