Apple is at the high end of the tablet price spectrum, and the market has decided their products are worth that price. Being "basically priced the same" as Apple means Sony/Samsung are setting these tablets up as premium offerings. How are they going to convince consumers to pay more for these than they'd pay for an ASUS or Lenovo tablet? What features are they going to market that will make people say "yeah, this is a premium tablet worth top dollar"?