Perhaps more than any other technology company, Apple has managed to master technology diffusion, with the release of the iPad offering a good illustration of the success of the company's strategies. Within 60 days of the product's release, Apple had sold over 2 million devices (Apple 2010a), and generated the kind of media hype usually reserved for visits by major international celebrities. What seems to have been forgotten in the midst of the hyperbole surrounding Apple's 'magical' new product was that this was not actually a new device, but rather a reincarnation of a computing concept first explored in the early 1970s (Sharples and Beale 2003: 393). The iPad is, however, the first implementation of the tablet computing concept that has attracted widespread interest, not just from the technology-savvy, but from consumers of all ages and backgrounds.