This morning’s Observer column.

Unless you have been holidaying on Mars, you will have gathered that Apple launched a new version of its iPad last Wednesday. They’re refusing to call it the iPad3 but everyone else is. I’d be more inclined to call it the iPad2S, following the nomenclature the company has adopted for its mobile phones. That’s because, no matter how the Apple Reality Distortion Field spins it, the latest iPad is really just an evolutionary advance on its predecessors.

Granted, it has a significantly better display, a more powerful processor (therefore better graphics performance), a better camera, which will record HD video, and a wider range of mobile connectivity options. But otherwise, it’s the mixture as before – though that didn’t stop the Apple website being swamped on Wednesday evening, presumably by folks anxious to pre-order the newest new thing. (Memo to Apple: why not set up a system whereby customers’ salaries are paid directly to the company and they are then issued with food stamps and other necessities as the need arises?)