As an Economist reader for 20+ years I have been waiting for them to start providing their content via Apple Apps. This first foray is successful in the quality of the graphics and the visual experience - better than paper, but the implementation is non-standard, essentially duplicating iBook but with different gestures to move around. For example, to move between articles is a left or right swipe, while reading the article required down or up swipes. It is also not obvious how to get an issue which requires a two-step process. Step 1 is a "purchase" (current issue is free) and step 2 is the download from a different screen. In the end the result is worth it (although we dont yet know the cost of the issues once they start charging for them), but how many people will be frustrated by the non-standard interface and delete the app before ever seeing the content?