The new iMac is Time Magazine's gadget of the week, joining GarageBand, AirPort Express, and the iPod in receiving the accolade.

Reporter Wilson Rothman says that this isn't favouritism towards Apple, "I'm just impressed". Impressed because he recognises that Apple actually doing something physical to win over new users. "Rather than spend money on its silly Switch ad campaign, the company has spent it inventing actual reasons for people to switch from Windows to Mac, not least of all personal style. The iMac G5 is super suave, but it's also a pretty good deal," he explains.

One feature he pulls out for praise is the automatic Mac-to-Mac upgrade software. Described as "the coolest enhancement" this feature means that new users can "virtually clone" their old Mac in the new machine.