When you live with a device, you learn what works and what doesn’t work. What is needed and what isn’t. For most developers, the iPhone is on them all the time. For many, the iPad isn’t. Because of this, I believe many iPad apps are lacking.
Most iPad apps are just scaled up iPhone apps. Between Auto-Layout, Size Classes, and more, Apple has made it nearly effortless for app developers to make an iPhone app that “just works” on iPad. But this isn’t always pretty. Just look at Twitter on iPad. One column, centered in the middle of the screen. Then look at Tweetbot. A custom two-column layout, tab bar on the left and even some basic keyboard shortcuts.
Developers need to spend time with their medium. Web developers that spend a lot of time on the web get more experience by seeing what others are doing and how. iPhone developers see the latest tricks, trends, and standards by simply using their phones. This same care needs to be applied to iPad. Live with your app and see what works.