Based on a conversation I had with Marissa Mayer when she was a vice president at Google, I think the policy is consistent with her approach to innovation.
In the mid-century Modernists demonstrated "less is more" with nearly no ornamental elements and stark simplicity - think the Google search page prior to all those whimsical banners.
Once considered a no-go because of late CEO Steve Jobs' statements that a smaller tablet wouldn't work, observers increasingly think Apple could offer one to compete with emerging competitors like Amazon's Kindle Fire and Google's Nexus 7.
The four-pronged announcement includes a mobile app, a revamped money-planner platform that allows a CFP to co-view your money-center (think Google Docs for your bank account) and the news that the company has registered as an investment adviser with the SEC (RIA).