Apple’s marketing for this was way off. As a social and home device it has far too many shortcomings to be popular even notwithstanding the price. How many of us are watching TV just wanting to shout at the family to put their phones away and enjoy something together? I might play weekly online games with my friends but I’d stop in a heartbeat if we all still lived close to one another and could just go to the pub.

But as an industrial and enterprise device? This thing will be huge.