you're right, the keyboard is totally the differentiating feature, if only people made one for the ipad
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as far as fire goes, it's half the price and the screen size works better as a reader (at least to me)
Wouldn't work with Ipads aside from a bluetooth keyboard, which you can buy for any tablet... This is a dock, fits into the port on the bottom, and adds the mouse functionality via the pad any laptop has, something no bluetooth keyboard I know of has. Bottom line, it's unique to the Transformer Prime, and try as Apple might, they don't have anything that comes close to it. The Transformer Prime's connector is on the long side, not the bottom like the iPad and most other tablets... that's what let's it work as transforming into a laptop, although the power button on what I consider the side instead of the top because of it took getting used to, as well as lack of a home key.
But yeah, the Transformer Prime just rocks. I don't usually hype gadgets unless they truly deserve it. And the Prime does. The laptop conversion keyboard dock is totally revolutionary. And nothing else in the market duplicates it. Nothing. And hardware wise, it rocks. Top of the line everything, including screen resolution only to be topped by iPad's excessive retina. But 8mp camera, awesome LED flashlight, quad core processor, top of the line NVidia graphics... its just a tablet without flaws, save some complaints the chrome case blocks GPS signal occasionally. But other than that, its the best tablet out there, and it runs Android instead of iOS, another bonus as far as I'm concerned. And its only $500 versus $900 for top of the line iPad3... If anyone is in the market for a tablet, they will have zero regrets buying the ASUS Prime.
I've always been an ASUS fan boy, never had an issue with their mobos for my PC and they usually are top of the line with exclusive ahead of the curve features like the Prime. Its a good company and an outstanding product. Do note if you buy for the laptop conversion feature. The keyboard dock is an additional $150 to the $499 tablet, but well, well, well worth it. Not only do you have a tablet, but you basically can replace your laptop too assuming you also have a desktop. Just an outstanding product.