Actually, thinking about this a bit more I think Apple are trying to do more here than just an incremental update to an existing product. I think they're actually trying to distance themselves from the tech race we've all grown accustomed to and are focusing more on the software side, which is clearly where the innovations are yet to be made.
Faster CPU, faster GPU, more storage, this is all stuff that any company can put together. The real interest is in what the software can do, and after essentially binning my Galaxy Tab 10.1 in the last couple of weeks because the OS is so incredibly flaky, there's no way I'm ever swapping an iOS phone for an Android one.