late 2008, netbooks began to take market share away from notebooks. It was more successful than earlier "mini notebooks," most likely because of lower cost and greater compatibility with mainstream laptops. Having peaked at about 20% of the portable computer market, netbooks started to slightly lose market share (within the category) in early 2010, coinciding with the appearance and success of the iPad. Technology commentator Ross Rubin argued two and a half years later in Engadget that "Netbooks never got any respect. While Steve Jobs rebuked the netbook at the iPad's introduction, the iPad owes a bit of debt to the little laptops. The netbook demonstrated the potential of an inexpensive, portable second computing device, with a screen size of about 10 inches, intended primarily for media consumption and light productivity." Although some manufacturers directly blamed competition from the iPad, some analysts pointed out that larger, fully fledged laptops had entered the price range of netbooks at about the same time. The 11.6-inch MacBook Air, introduced in late 2010, compared favorably to many netbooks in terms of processing power but also ergonomics, at 2.3 pounds being lighter than some 10-inch netbooks, owing in part to the integration of the flash storage chips on the main logic board. It was described as a superlative netbook (or at least as what a netbook should be) by several technology commentators, even though Apple has never referred to it as such, sometimes describing it—in the words of Steve Jobs—as "the third kind of notebook." The entry level model had a MSRP of $999, costing significantly more than the average netbook, as much as three or four times more. In 2011 tablet sales overtook netbooks for the first time, and in 2012 netbook sales fell by 25 percent, year-on-year. The sustained decline since 2010 had been most pronounced in the United States and in Western Europe, while Latin America was still showing some modest growth. In December 2011, Dell announced that it was exiting the netbook market. In May 2012, Toshiba announced it was doing the same, at least in the United States. An August 2012 article by John C. Dvorak in PC Magazine claimed that the term "netbook" is "nearly gone from the lexicon already", having been superseded in the market place largely by the more powerful (and MacBook Air inspired) Ultrabook—described as "a netbook on steroids"—and to a lesser extent by tablets. In