It's i-read, not e-read

As predicted, Apple have launched their new product, what we were expecting to be their version of an ereader, with suggestions for names like 'Tablet' and 'iSlate'. In fact, the iPad isn't even marketed as an ereader but as a tool for engaging with media all-round. Jobs describes it as a "third category", and the promotional video highlights three aspects to the iPad experience:

• a web browser
• email
• and lastly an ereader, featuring, inevitably, iBook.

Hachette, HarperCollins, Macmillan, Penguin and S&S have signed on provide content through iBook. Apple has offered a more attractive deal than Amazon by agreeing to link the ebook price to the print price. They'll split the sale 30/70. Initially publishers will still earn less from the iPad, but the agreement gives longer-term control and helps still fears that Amazon are driving prices even lower over time - and gives publishers some leverage.

Of course there are other features, and the larger touchscreen makes this a much better tool for enjoying your images in iPhoto and the most feasible device yet for downloading and watching films.

Perhaps one reason why Apple avoided positioning the iPad directly into the ereader market is the size. Although the 25cm multitouch colour screen is clearly easier to read from, ereaders have so far been promoted for their convenience, which includes being highly portable - more so than a pile of books. The iPad is nearer the size of a netbook, although at 1.25cm much slimmer (and prettier!). Another reason will be the price: although initial guesses at the cost were around 1,000$, at 499$ for the basic model the iPad is still a wee bit pricier than other ereaders, and the 3G 64GB model will be 849$.

Industry comments so far have questioned whether consumers actually want a "third category" device, especially at those prices. Publishers, however, seem to breathing a sigh of relief: at last, an attractive device and a publishing model that protects our profits. And as Jobs says, the 75m people who've bought iPods and iPhones already know how to use an iPad. The questions are, can they afford to, and do they want to?