Apple never designed the iPad. They undesigned the tablet
Tablet Design

Thomas Baekdal:

Apple never designed the iPad. Instead, they undesigned it by creating the simplest shape possible. The iPad is the core essence of what a tablet *can* look like.

Apple is really good at this. Look at the Cinema Display, the Apple wireless keyboard, the Macbook Air, the iPod, and all their other devices. The reason why their “design” is so successful is because they are not actually designing their products. They are reducing them to the simplest form possible.

It is beauty through simplicity.

The problem is, of course, that everyone else has to do the same. They have to make it rectangular, they have to make it black, they have to use rounded corners, and they have to make it flat. Anything else would cause a distraction.