It's $10 off for something that is going to updated pretty soon.
This thing is much more expensive than the competitors, and I don't think iOS and just being part of the apple ecosystem is worth the premium anymore.
Apple's model is to sell mass market premium stuff, not commoditized stuff. Tables, smartphones--they are quickly becoming commodities a la the digital camera. They need to move on with some new category to justify the pricing. I would argue that there is no mass market for high-end digital cameras, most cameras sold are still point and shoots. The iPhone is more like a luxury point and shoot rather than a digital slr that truly has better parts. The iPhone and iPad mini are not sufficiently distinct these days to warrant the pricing structure simply b/c the baseline quality of tablets and phones has risen markedly with Android.