When Apple unveiled its two new iPads last week, it was the sign of a company knowing it needs to make a splash and gain some momentum. After inventing the tablet category and enjoying close to 100 percent market share, Apple now has about 49 percent market share and the numbers are trending in the wrong direction. Apple showed off two new devices last week: the iPad Air, which is thinner, happier and better than previous iPads; and a new Retina display version of the iPad mini. They’re good. But it’s not really true innovation. Apple’s CEO Tim Cook said, “Our competitors don’t really know what they’re doing.” He said their competitors are making too many types of devices and that Apple’s clear focus and singular vision is better. I disagree. Truthfully, Apple is just making iPads. They’re making them great. If you like an iPad, nothing else will do. But when it comes to hardware and exciting new ideas in the tablet market, Apple’s being lapped by just about everybody else.