Don't say the 'I' word

Avoiding mentioning the iPad. [Link]

Instead, they painfully dance around to avoid it, equivocating and genericizing even the most iPad-specific references with “other tablets”, “some competitors”, “you may have seen”, “out there”.

They know they’re talking about the iPad. Everyone in the auditorium knows they’re talking about the iPad. All of us on the internet know they’re talking about the iPad.