In fairness, the vast majority of what they show in that video is simply a matter of putting the existing print spreads into a nicely designed iPad application. It won’t create much extra work for designers – it’s just another export of the same content to a different format.

Stuff like the 360 degree views and on-page navigation looks likely to be used only on specific features, probably two or three headline features in each issue, and perhaps on pages whose designs don’t change much from issue to issue – product round-ups and so on. Again, not a huge amount of work, and I’d expect that the 360 degree product images etc. will probably only be used where the product manufacturer is willing to do the work to create them.

(In fact, I rather expect that most of the really OTT interactivity is likely to be on ad pages rather than editorial pages….)

But essentially, this looks a lot harder than it is. These guys already publish a fully designed magazine and a website full of video and interactivity. There’s almost nothing new here except the iPad / Air application itself – it’s simply a combination of media that Wired already produce. The same will be true for most content owners trying to do similar things.

I use the iPhone and othe than size the iPad offers little that is extra. If you want an iPad why not just hold your iPhone closer? Besides, ‘iPad’ sounds like a feminine hygiene product, not a computer.

The following clip is offers the definitive critique:

http://www.youtube.com/watch?v=lQnT0zp8Ya4&feature=youtube_gdata

It is a vision of the future, that’s for sure, not necessarily in this product but in the premise.