This is part of the essence of new Apple products like the newly announced iPad:
Question: Why has Apple’s competition struggled to create just better products?
Jonathan Ive’s answer: Most of our competitors are interested in doing something different, or want to appear new — I think those are completely the wrong goals. A product has to be genuinely better (emphasis is mine). This requires real discipline, and that’s what drives us — a sincere, genuine appetite to do something that is better.
Nothing to add. See the complete interview here.