Opinion: Does size really matter?

But aspiring to over-thinness has now moved into the realm of IT marketing, with Apple being accused of “faking" just how thin its iPod Touch really is on its websites.

If you’ve ever seen an iPod Touch up close and personal you’d know it really is pretty darn thin.

Which makes it a bit of a moot point as to whether Apple really went to great lengths to deliberately make it look even thinner than it is in real life.

What would be the point? Showing that the iPod is even thinner than … what? Is there a mystery competitor out there ravaging Apple’s sales based purely on thinness?

Anyone who’s tried to take product photos of technology toys soon learns they need more lighting kit than is required for a fashion shoot, and more makeup besides.

All those shiny surfaces play havoc with the light and many a product has received a spray from a can of matte lacquer prior to its debut in front of the cameras. But of course, in the digital age, who needs a camera at all?

It’s far easier to create the image of your chosen product using Photoshop and Illustrator than it is to get an accurate image using your camera.

And you can also highlight important features of the gadget that might be hard to see when photographed naturally. Surely nobody’s going to complain about being given a better look at the object of his or her desire before rushing off to the shops?

Of course not, but they will complain if they fork out the cash and later discover that what they bought looks nothing like the brochures, and for that eventuality we have penalties for false advertising in place.

But it does seem more than a little trite to start nit-picking about just how thin your new iPod Touch really is – unless of course, you made your purchasing decision based on the sole belief that the thing wouldn’t show a bulge in your slim-fit slinky evening wear. Maybe you just don’t want people thinking you’re really pleased to see them.