The sneak-peek wars
There should be a word for weeks like this. Today is the biggest launch in Microsoft's recent history: Windows 8 is the latest version of its operating system, but it is more than just that.
Unlike previous Windows, it will work on both desktop computers and tablet devices, and comes in two versions, each designed to work either on Intel processors or, in a significant departure, with mobile-specific chips.
It is also a leap ahead for Microsoft that shows it is trying to adapt to the new world of mobile devices, as smartphones now outsell personal computers and tablets are soon to do the same.
Around the world tonight events are being staged for the unveiling of Windows 8, which will see Microsoft spend an enormous amount on marketing to launch it.
But, whenever there are big announcements like this, other tech firms try to get theirs in first.
When the iPhone 5 was announced last month, Amazon, Motorola and Nokia all announced their new products just before Apple's.
This week, it was Apple's turn to get its kicks in first, timed no doubt to steal a little of Microsoft's thunder.
Tuesday was dubbed "iPad mini day" by the tech press, but we need a word for these kinds of one-upmanship weeks.
Much has been made of Steve Jobs famously swearing off ever making a 17.7cm tablet "unless your tablet also includes sandpaper so that the user can sand down their fingers to around one-quarter of their present size".
But that was before Amazon made its Kindle Fire, which sold for just $200 (R1 800), a price point which Google matched with their Nexus 7 tablet (made by Asus).
Both run Android and are superb portable devices.
Crucially they compete against Apple's larger iPad, the entry level of which sells for $400 (the older iPad 2) and $500 (the fourth-generation iPad).
Starting at $329, the 20cm iPad mini is Apple's answer to the so-called Phablet - tablets that are somewhere in between a smartphone and a large tablet, like Samsung's superb Note 2, which was launched in South Africa last week. Apple also announced its thinnest ever iMac, a new Mac mini and the Retina Display edition of its 13in MacBook Pro laptop.