everybody from a bunch of different manufacturers that are gaining a lot of attraction. they're a lot less expensive. you can get the nexus 7 for, you know, almost half the price and it's a beautiful machine. >> and that brings up -- let's talk about cost. apple's thing, if you will, has been to provide the best products and they don't want to drop the price too much because that will tell consumers that maybe it's not as good. >> apple has occupied the sort of premium gadget space. and the new ipad, when it came out, was $500. and for the lower level wi-fi and lowest number of gigabytes of storage. and this new ipad will also likely just be $500. they've kept the price pretty consistent. >> 500 bucks is still a lot of money. thank you so much for joining me