Apple's new iPad will be in stores this friday. Apple already came out with two previous versions, but chose to call this new one: the iPad. When asked about the name senior vice president for marketing Phil Schiller said, "That would have been too predictable." He is referring to simply naming this new device iPad 3.
http://www.nytimes.com/2012/03/15/technology/personaltech/the-new-ipad-is-much-the-same-only-better.html?scp=6&sq=marketing&st=cse
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