Too bad the Nexus 4 and 10 aren't as desirable as the iPhone 5 and iPad mini/4th Gen. This is Apple we're talking about here... Having cheaper products than their competitors was, and probably never will be, their game.
According to who? I purchased a Nexus 7 after waiting for the iPad mini event and found the Nexus 7 to be more desirable...to that end, if I wanted a 10 inch tablet, the Nexus 10 is far more desirable to me than an iPad 4...I know because my wife has the iPad 3.
And define "cheap"...people have a problem with associating the word cheap with poor quality as opposed to inexpensive. And what is cheap? Clearly the stuff that matters, the processor, memory, screen and OS in the Nexus line are far from cheap, in fact they beat the best Apple is offering now.
Apple can still make the iPhone 5 and iPad and sell them for far less than they do and they would be no less "cheap" than they are now.
Imagine that? Imagine if the iPad 4 16 GB was sold for $399 or $349? Apple would still make a decent profit and sell tons of them. That is not what Apple does, Apple creates the feeling of quality and the feeling of exclusivity through price. It is a joke really.
The problem for Apple is that it has no where to go but down. When you are the leader the hardest thing to do is to remain the leader, while the runners up, the easiest thing to do is to work hard to try and catch the leader, see the leaders missteps and take advantage of them.
IMHO Apple has made several flaws in its business plan recently...despite the sales numbers short, term, long term these will hurt them:
1) OSX Lion/Mountain Lion, bugs, changes and the overall rapid deployment of OS upgrades.
2) iOS 6
3) Price/value of the iPad mini
4) Short life cycle of the iPad 3
5) Move away from user upgradable laptops and desktops
6) Pure lack of proffesional support
7) Device support feature deletion through OS upgrades
Google and MS see this, they hear the market and are bringing it to Apples front door. Apple must now react.