You might have seen some men queuing in the streets this morning - they're waiting for the new iPad (or possibly those new Nike trainers), which smashes into the shops like a tablet atom bomb today.
Some people had been queuing for more than a week outside Apple's London Regent Street store, and at the front of the queue was 21-year-old Zohaib Ali - the same man who spearheaded the queue for PS Vita.
Epic Games, which announced a brand new Infinity Blade game in San Francisco last week, has pointed out how the new iPad has more memory and a higher resolution than Xbox 360 and PS3.
New iPad UK pricing starts at £399 for the 16GB model, £479 for 32GB and £559 for 64GB. The price of an iPad 2 has been slashed to £329.