Apple magic

You know, you just never know what's going to happen next. A train and a tube from Bath, my colleagues and I were ushered through the bowels of BBC Television Centre in Shepherd’s Bush to join 600 other toffs, well-to-dos and journalists at Apple’s latest launch. What other company could dress up a half-decent product refresh of two lines into a global event?

See, this is what Microsoft lacks; any kind of sense of occasion. Indeed, Steve Ballmer might try, but Microsoft lack a Steve Jobs. I already know what Windows Vista’s launch party will be like next year. And it won’t have any of the sense of drama and sheer anticipation of last evening (and that was just the bit before Lampard scored the winner. I digress).


Apple’s problem is that now, every time, it has to top the last announcement. The last time that Steve Jobs got on stage in California. The last product he unveiled. Last night’s launch was about something much bigger though. It wasn’t just about the new iMac G5 with its new thin shell and remote control. It wasn’t about it’s new Media Center-aping Front Row software (why don’t they put that on the Mac Mini? It’d sell bucketloads). Hey, it wasn’t even about the 5th gen video iPod – simply an enhancement of what’s already out there. And – let’s be honest – it's pretty much what other manufacturers have been doing for ages, but in a more agreeable package. Nope, it was about a genuine and pioneering attempt to get downloadable video on demand. And nobody else has even come close. Well done Apple – early days it may be, but nobody else will manage to make portable video so prolific so quickly.

Above: Studio 3 at BBC Television Centre where we were served three different types of beer. I opted for the Grolsch.

Below: Journos get hands on with the new iMac and iPod under a banner showcasing the new Apple ad campaign.



Could the fact the launch was at the Beeb be an omen for future content on iTunes? Let’s hope so, cos at the moment, there’s not much to cheer from this side of the Atlantic. Unless you’re talking about Frank Lampard and Ledley King in central midfield, of course...



Above and below: The new iPod. And yes, the pictures are a bit dodge. Do you know how hard it is scrumming with the rest of Europe's technopress?