Of course they'll buy it. Apple packages and markets incredibly well, it's their strong suit. Companies all over the world are studying Apple's practice and will be implementing them in their own products and marketing. It's a sleekly designed and packaged product, anything Apple.
The iPad Mini by the specs for all we know could be using old iPhone and iPod parts. But in all seriousness, it comes down to packaging and marketing. The Kindle Fire did incredibly well and Apple had felt it needed to get into that market quickly.