Continuing with the analysis of the latest keynote, Apple continues to make their devices thinner and thinner.
You can't put the toothpaste back in the tube.
Physics has its limitations and the life cycle of this product is several years. People won't upgrade to a new iPad just because is 18% thinner. What the market wants is longer battery life and they probably could add 4 extra hours of battery life if they maintain its thickness.
The iteration of the product should be: make it thinner; same thickness more battery life; repeat.
and not, thinner; thinner with same battery life; thiner with same battery life.