Apple Tablet Saves the World from Ben Kunz on Vimeo.

So apple does it again. The ipod of the publishing industry is here destined to re-invent how we read, engage with and pay for editorial content while simultaneously transforming the fortunes of mobile advertising. Rory Sutherland in ‘Lessons from an ad man’ ( the best 15 mins at your desk with a sandwich you’ll probably ever spend) captured the observation perfectly. If you change the interface – you change behaviour. If (he says) you had a big red button in your lounge and every time you hit it, you automatically saved money into your bank account, then the chances are everyone would save a lot more money. Same goes for the Apple i-tablet. If you have a big touch sensitive screen that connects you in real-time to the latest news, views, gossip, programmes, films, music…you name it, then the chances are that you’ll use it (and so Apple are hoping..along with the entire global publishing industry) that you’ll pay for it too…all via i-tunes no doubt. So..does human behaviour drive innovation in technology or does innovation in technology drive human behaviour. Comments Please!