Google's (NASDAQ:GOOGL) new Nexus 10 device has very impressive hardware specs at an aggressive price point of $399, a full $100 cheaper than Apple's (NASDAQ:AAPL) iPad with Retina display that starts at $499. Even on the software side, Google is addressing a long-standing gripe of iOS where users like to have multiple accounts so as to share devices. The Nexus 10 has some hardware and software advantages over the iPad, but Android's tablet app ecosystem is still lacking, since most apps aren't optimized for tablet displays. Microsoft's (NASDAQ:MSFT) Surface will also face this challenge, since its app selection is so small currently.