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The triumph of the app

Apple’s genius lies in creating desire for its products—and the iPad’s launch is raising the game

By Tom Chatfield   June 2010

Salvation is not at hand…

iPad: iconic trailblazer for a whole new culture

Led by British-born Jonathan Ive, Apple’s design team has created another iconically elegant piece of hardware: the iPad. Lying somewhere between the portability of a mobile phone and the functionality of a laptop, it is a “tablet” computer—and the trailblazer for a whole new culture of media consumption. During its first 28 days on sale in the US in April it shifted over 1m units. Available in Britain from 28th May, it will fly off our shelves too, its starting price of £429 notwithstanding.

Portable, powerful, sensuously satisfying, the iPad takes the…

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