One of the reasons the iPad had so much relative success in the early days is that it was the king of a very short hill. Its easy to rack up market share points when the other team doesnt have any players. Remember, the iPads success was far from assured when it first came out. It was a neat toy, sure, but an expensive one. More importantly, it was hard to imagine that anyone needed and iPad. It was, at first, seen as not much more than a niche category. Like, say, personal music players had become after the advent of 16GB smartphones. PC manufacturers happily sat on the sidelines, waiting to see how it all played out. But then something happened to the iPad, and to tablets in general. People actually liked it. Very, very, very much. So much so that Apple sold more iPads last quarter than any PC maker sold laptops. So much so that if youre a giant consumer electronics manufacturer, youre going to throw everything you have at becoming a major tablet player. And thats where the iPad recedes back to the iPhone model.