Virgin Group head and business tycoon Richard Branson formally launched Project, a new monthly "truly digital magazine" custom-designed for the Apple iPad, on Tuesday.
"This is not a battle! This is not a war!" Branson said at the launch, while adding that he was only picking a fight with media tycoon Rupert Murdoch over quality.
Murdoch, who owns the media conglomerate News Corp, has announced that launch an iPad-only newspaper.
iPad users can download Project through the Apple app store for the "price of an expensive cup of coffee," the Virgin Media head said. For $2.99 a month, Project delivers 100 pages of content onto the iPad.
The launch edition features Hollywood actor Jeff Bridges; a travel feature with videos about Tokyo; a feature on a Jaguar car in prototype which allows the iPad user to look inside the vehicle and listen to the hum of the engine.
Project will also reportedly give users links to blogs and enable them to comment on and contribute to its content.