How do you improve a product that is already great?  One approach is to add new features.  For example, Apple improved upon the iPhone 4 by adding Siri to the iPhone 4s, then added a larger screen to the iPhone 5, and then added the fingerprint scanner in the iPhone 5s.  New features are nice because they stick out; they provide an easy answer to the question “why should I upgrade?”  Another approach is to simply make the overall experience better — an approach that lacks a sound bite, but can result in a product that is far more delightful.  For example, the iPhone 3G (my first iPhone) was fantastic, but often demanded your patience.  The iPhone 3Gs enhanced the iPhone 3G by making everything faster and more responsive.  The device felt the same, except that it was more pleasant to use.

Yesterday, Apple used both approaches, one with each of the members of the iPad family.  The 2013 iPad mini has lots of improvements but a single marquee feature: a Retina display.  The 2013 full-size iPad doesn’t have a bold new feature, but instead seeks to provide a better overall user experience.  Both new iPads will be available in November — the iPad Air on November 1, and the iPad mini later that month.

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