Apple, it's fair to say, doesn't like what it sees as rivals copying its ideas. So it's fair to say China's Xiaomi is already on fairly shaky ground unveiling a tablet called the MiPad.
But take a closer look and this is far from another Chinese iPad rip-off, and the companies behind the MiPad's compact tablet rivals may just have reason to be a bit concerned.
In fact, even if you do count Xiaomi as one of those white box knock-off merchants from the Far East – and you really shouldn't – the MiPad has a hell of a lot going for it.
Kicking things off is a 7.9in Sharp display with a resolution of 2048 x 1536 – not a bad start. The processor is also worth a raised eyebrow or two: the MiPad is the first tablet to be powered by a 2.2GHz Nvidia Tegra K1 “4+1” chip with a 192-core Kepler graphics processor, supported by 2GB of RAM.
Storage is either 16GB or 32GB – there's no 32GB option, oddly enough – and either way you can add up to 128GB more via microSD card.
A Sony 8MP camera sits round the back with a 5MP f/2.0 snapper up front, there's a pair of stereo speakers for your tunes and a 6700mAh battery to keep things ticking over.
Predictably, it's a bit generic-looking on the visual front, but at 8.5mm thick, weighing 360g and om a choice of six colours it's by no means a dull slab of plastic.
Last of all is the price, which has been listed as CN¥1,499 (£143) for the 16GB model, which is Wi-Fi-only at this stage. That's seriously impressive, although as always it won't cost as little as that if the MiPad makes it to the UK officially.
Let's hope it does, though. It's only scheduled to enter an open testing phase in China next month, with a full launch yet to be dated, so we might have to be patient at the very least.