From the beginning, iPad magazine development was approached from the wrong angle, driven by Apple-centric thinking that only addressed the question of what can we do for readers rather than what they can we do withreaders. There is an important difference between enrichment (adding videos, images and graphics to the page) and engagement (establishing a meaningful contact or connection). Engagement appears to have been ignored altogether and the result has been apps that focus on leveraging the operating system more than they do the connectedness of the device.