Is it possible that the new product announced during the Fall event is actually a 7-inch retina display iPad? Apple might find it expensive to build a 9.7-inch retina display and that could explain the $3billion+ investment that Apple has put in (possibly for the 7-inch retina display screens). Yes, Steve Jobs did say that 7-inch tablets are DOA but it was the same Steve who said Apple doesn't see e-books as a big market.