Amazing isn't it? How a company can get people so worked up about a product which probably won't be that much different from what came before, but still make it seem that this is the best thing to be clad in plastic and metal since the original Terminator.

It's an astonishing thing to see Apple stores on launch days because between sweaty adults clamouring over an overly priced object like it was the last loaf of bread in 1920s Germany, there is the bitter taste of getting yourself in what feels like an exclusive club of Apple product users, even though they now rank into the millions.

So expect fervent panic and, frankly, rude pushing on March 16th when the iPad 3 is rumoured to be released. In typical Apple behaviour, there's nothing concrete to go on but hundreds of Apple rumours sites that seem sure that what they’re writing about is entirely correct and should not be doubted even though they are sure the back of the new iPhone will be made from unicorn hide.