iPad video shown at the keynote Scott Brodrick says:
"The retina display on the 3rd generation iPad". Around 1:30 into the video.
Everyone else on the video calls it the new iPad. But every iPad will be "the new iPad" when it's released. It's just a marketing thing.
Also there is this:
Image
iPad (3rd generation) box. The box just says iPad. Not "the new iPad".
I think my point is proven. It's just called new cause it is new. But the official name is just "iPad". The 3rd generation part is just there to distinguish it from other models.
iPad 3 or the new iPad or whatever are just ways to differentiate it from the iPad 2. Commonly used names for the product but not the official name.