The new Nintendo DSi is out in Japan next month (and the UK next spring) and is sure to be greeted with the usual scenes of slightly hysterical J-Popsters mugging for the cameras of Famitsu magazine snappers in an Akihabara electronics emporium.
Over in the UK, the reaction to the announcement to date has been slightly more subdued. Greg Howson, writing in the Guardian, claimed that the DSi failed to excite him and that "a low-spec camera, slimmer case and a download service is hardly getting the pulses racing."
However, criticising a new bit of gaming kit because it is not a revolutionary all-singing, all-dancing mega-toy that blows the previous iteration out of the water is slightly disingenuous. Nintendo has made no hyped-up promises about DSi being 'the future' and the company is firmly positioning DSi as an evolution rather than a revolution. Much like Apple does with its annual iPod refresh.