Apple patents the rectangle

A colleague of downtime once scanned a news headline that the price of apples had increased and presumed it meant the handheld devices made by the well-known US technology firm, rather than the well-known fruit that is core to the five a day.

But Apple has gone one further in its marketing and taken over the rights to the rectangle. Well at least in peoples’ minds.

Simon McCoy, a BBC newsreader known for presenting with an iPad in his hands, was in a hurry to get in front of the camera and picked up a packet of A4 printing paper rather than his usual iPad.

Further evidence that the iPad is the best selling gadget that people don’t actually need?

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