Really? Here I sit, Credit Card in hand, ready, waiting to give Apple my money for a shiny new iPad 3 (or HD) with a retina display and something else fun delivered as a trademark ‘one more thing’.

What do we get… ‘the next iPad’ (one of the most stupid names in branding history) – with a ‘one more thing’ – if you can call it that – which will cost $30 – $80 a month for data from a carrier, you already pay for data. Not exactly thrilling.

That said, we get a nice, if not incremental iPad revision. The people who work in Apple stores are the ones to feel sorry for.

Customer: Hi. I’m here to buy an iPad

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Apple Store Employee: Great – would you like The New iPad (do you capitalize that, is it a proper noun?), or the iPad 2?

 

Customer: Which ones better?

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Apple Store Employee: The New iPad

 

Customer: But the iPad 2 has a higher number

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Apple Store Employee: Yeah – but technically, The New iPad is the iPad 3

 

Customer: So it’s the iPad 3

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Apple Store Employee: No, it’s The New iPad

 

Customer: Okay – so what’s the difference?

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Apple Store Employee: The new iPad is a slighter newer version of the iPad 2 with some cool new features

 

Customer: So the iPad 2 is the old iPad?

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Apple Store Employee: No. It’s a new iPad too (aswell), it’s just not THE new iPad (TM)

 

Customer: I see – so do I want the cheap new iPad or the expensive The New iPad (TM)?

I think we can both see that this isn’t going anywhere good…