Roy Keane admitted Ipswich were well worthy of their victory after he suffered his first defeat, a 3-1 reverse, as Sunderland manager at Portman Road.
The Black Cats took the lead through a Jason de Vos own goal in the 29th minute only for Darren Currie to equalise four minutes later.
Two goals in the space of two minutes midway through the second half from Ipswich striker and Irish international Alan Lee turned the physical contest in favour of Jim Magilton's team.
Keane agreed it was a fair result.
He said: 'There is very little to choose between teams in this league and if you make mistakes you expect to be punished.
'We didn't play particularly well and gave three silly goals away. It hurts a lot to lose but now it depends on how we react. What is most disappointing is that the game was there to be taken.'
Asked about the physical side of Sunderland's play Keane said: 'If you don't want to see physical contact don't come to football.'
Asked about his decision to make a double substitution at the interval with Dean Whitehouse and Chris Brown being withdrawn, Keane said: 'I'm the manager. I felt we needed to liven things up and I wanted a bit more from my players.'
Ipswich manager Magilton paid tribute to the team effort.
He said: 'Once again I am very proud of my players. They showed great character and tremendous team spirit and overall I think we deserved to win.
Magilton had special praise for Galway native Lee: 'His first goal was a fantastic header and I was delighted for him.
'He has played catch-up since pre-season after returning from an operation. He has worked very hard and now he is in tip-top shape he is getting his rewards. He needs to be battered a little bit to get him going and he got that early doors.
'He can be a handful and he proved that today.
'It was a pretty competitive opening 45 minutes. At half-time I asked the players to take the game by the scruff of the neck and they responded. It's great to have another three points and now we move on.'
