What I find amusing is that when Apple first came out with their "retina" screen iPads (3rd gen, I think), it was considered a premium device, at a premium price (being at around 300 quid, that is). Many years later, with current pricing, their tablet counts as the "reasonably priced one", and not any weaker than before (on the contrary). It hurts me to say this because I really do not like iOS (yes I have tried, on phone, on tablet, on laptop...), so iPad is still not a viable option to me (though I admire the "pro" versions as a piece of kit, I think engineering-wise they are fantastic, and felt good in hand too).
I really don't know what the main competitors think, with their pricing? Of course iPad is dominating the tablet market: they have an incredibly polished and good quality mainstream product, for a lot less than the competition (the last truly worthy opponent in that regard was the Nexus 10, which is still in use by the missus). I gave up paying for big brand (last attempt was a Surface Pro, and hated it: workmanship was good, but using it was not...sold it a few months later), and ended up using a cheap(ish) 10-incher from China (Teclast T10) as my daily driver.
If the time comes to replacement, and the market is the same, I still will think twice if I would go and buy something like Huawei or Samsung for 400+, or just buy the successor of my current one at less than half of that price (God forbid, I might even try again liking iOS, and give the iPad a go...brrrr...
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