A friend recently went to a business meeting. He prepared by pulling his laptop out of his bag. All of the clients responded by taking their iPads out of their briefcases. These were not gadget freaks or latte-quaffing Hoxton-based web designers, as some imagine iPad users to be. They were a large group of senior civil servants and bankers, in a country well beyond Europe and the US. To them, the iPad wasn't a status symbol; it was a device they had chosen to use because it enhanced their ability to do their job.