The hardcore – who did all the hyping – have been underwhelmed, but I don’t think the iPad was ever aimed at them anyway, but what will be interesting is the iBook store. Because you can tell a lot about a target market from that. Will it have Martina Cole? Robert Douglas? Craig McGill? Comics from Marvel, DC, Warren Ellis, Andy Diggle, Antony Johnston? Will it be academic books? Cookbooks? Audiobooks? Children’s books?

This will be the interesting thing because any one of these markets could do well here. Let’s leave aside newspapers for a moment, but this is a chance for many markets to increase profits. Suddenly cookbooks can have videos – check out Jamie excellent iPhone app for an example of how this could work.

Similarly, comics could look glorious on this screen. Companies could even throw in extras of seeing the artwork purely in pencilled form, then with inks, then with colours.

Rom-com and so on may not seem obvious here but I think it’s a winner: females read more books and if the books are priced decently then they are more likely to browse and download than guys.

For students, there’s obvious benefits as well: the iPad is a lot easier to carry than a bunch of books.

What the store stocks will be interesting – and it will be similarly interesting to see what it doesn’t stock.

One thing which is inevitable: the stocked iPad carrying the books and films/adaptations of a series. It’s only a matter of time before we have the TwiPad carrying all the Twilight books, films and audio adaptations.