Apple's name-plagiarised killer device has finally been announced.
Is it as big as they want us to believe?
If you blindly genuflect towards anything from the Jobs podium it will rule the world, but more realistic minds are questioning just how original and innovative it is.
Ok it does no more than what many devices currently do and it doesn't do some things that many do.
But to succeed it doesn't need to be all things to all people - it just has to do it extremely well, stylishly and simply. Something that Apple excels at.
It'll certainly be interesting to see how it goes and don't believe for a moment that the roll-out dates are anything like accurate - Apple have a history of releasing product far ahead of annouced times - it's all part of Jobs's wonderful marketing strategy and who can say he's not good at it!!