People who buy cheap tablets will not enjoy them, as they will soon forget about the fact they were cheap and inevitably come to hate them, according to Apple boss Tim Cook.
Speaking during the Goldman Sachs Technology and Internet Conference, the Apple CEO didn't mince his words when talking about tablets cheaper than the £399 iPad 2.
Presumably talking about the $199 Kindle Fire, Cook said: "Price is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.
"The joy is gone every day that they use it until they aren't using it anymore. You don't keep remembering 'I got a good deal!' because you hate it!"
While Cook did not mention any rival products by name, it was a clear message: Apple does not fear any other tablet, especially if they are priced below the dominant - and soon to be replaced - iPad 2.
Claiming that customers "hate" cheaper tablets Cook may have extinguished rumours that Apple is planning to launch a cheaper, smaller iPad Mini before the end of the year.
It has also been recently speculated that Apple will continue to sell the iPad 2 at a reduced price once the iPad 3 goes on sale - a similar move saw the iPhone 3GS and 4 remain one sale after the iPhone 4S was launched.
Cook went on to dismiss all other tablet manufacturers, saying: "They aimed at iPad 1 and by the time they came out with something we were on iPad 2. We wound up with 170,000 apps and I'm not sure there is 100 yet on the other platform."
Finally, the Apple CEO did pay credit to Amazon and its Kindle range, admitting that the company has "different strength...and they'll sell a lot of units. They have and they will."
Apple blog MacRumors has posted a full transcript of Cook's talk here.