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There were many things going on at today’s Keynote, which I was lucky enough to be able to see live. So much great stuff happened, in fact, that many people may have missed something that I think was rather important. In fact, I even think Steve […]

There were many things going on at today’s Keynote, which I was lucky enough to be able to see live. So much great stuff happened, in fact, that many people may have missed something that I think was rather important.
In fact, I even think Steve was teasing us with this.

Did you notice how, almost every time Steve played something on his iPhone, he listened to the Beatles? The Beatles? That one remaining huge band that isn’t on the iTunes Music Store?

I must admit that, after I saw him repeatedly use the Beatles to demonstrate, I really expected them to be his “one more thing.”
The entire Beatles catalog coming to the iTunes store would be a pretty great surprise.

But then he never announced it. There was actually no “one more thing” at all.

But I have a theory as to why this happened. I think that Apple is far into negotiations with the Beatles, far enough that Steve expected to sign the deal before his Keynote today.

However, by the time he realized that it wouldn’t be ready in time (although I wouldn’t be surprised if we saw an announcement later this week), it was to late to change his demo.

It was also to late to add in Leopard, or iWork + iLife ’07, for the “one more thing.”

I still hope, however, that we’ll see Leopard and iWork + iLife announcements later this week.

One worrying factor against the iWork + iLife announcements, however, is that I noticed that Apple has demo computers set up for iLife ‘06 at the Apple booth.

One positive factor, however, is that we’ve seen today that Apple isn’t afraid to announce products outside the Keynote, when the announced the new AirPort Extreme.

Why would Apple demo iLife ’06 if they’re announcing or releasing ’07 this week?

What do you think? Will we see the Beatles catalog or other announcements this week?

  1. Scottie Biddle Tuesday, January 9, 2007

    The iLife ’06 demos could very well be a “throw us off” kind of thing. Apple is very good at that and while I’m not actually at MWSF, I bet Apple has a Tiger section in tis booth too. It wouldn’t be that hard to install ’07 overnight.
    Ce n’est que mes deux cents.

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  2. Good point. I too was surprised there wasn’t “one more thing”. But they obviously wanted to dominate the keynote with the iPhone. Can’t blame them and maybe they’ll wait till March to announce the rest – (Leaopard and the ’07 apps).
    Man, that iPhone is one landscape-changing piece of gear….

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  3. He has shyed away from using “One more thing”, mainly because it’s not a surprise anymore. It was new back in 2001. But Jobs is all about doing unusual or unexpected things. For all we know, he’ll have a special event again on some obscure day to announce Leopard. Because it’s not what we’re expecting. We’d be expecting him to announce it during today’s keynote as a “one more thing”.

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  4. “That one remaining huge band that isn’t on the iTunes Music Store?”

    Led Zeppelin?

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  5. Surely ‘too late’? On both counts.

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  6. Actually, there probably was never going to be demos of Mac software, not because of them not being ready in time, but because iLife and iWork and computers were not the thrust of the show. The iPhone and Apple TV were. Don’t be surprised if MacWorld becomes AppleWorld, you know it makes sense. And Leopard etc. is a much better topic for a special announcement or a Developers conference. And now we know why display “resolution independance” exists – for the iPhone.

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  7. Is it ever too late to change a Job’s keynote? I found this look “Behind the Magic Curtain” interesting.

    http://technology.guardian.co.uk/weekly/story/0,16376,1677772,00.html

    But I agree, this keynote was about the iPhone. Anything that would distract from that product waits for another day – including John, Paul, George, and Ringo.

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  8. beatles are a logical addition to iTunes and now that they are just “Apple Inc” might as well add in the the four lads from liverpool and be done with it. as to iWork/iLife. this will have to wait until June. there is no burning need for these iimho … and most likely need Leopard to function properly. just a guess.

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  9. Species 8472: Led Zeppelin is big, but they’re not considered the biggest band of all time.
    Ask ten people on the street to name all four Beatles. I bet you 9 out of 10 can get 100%.
    Then, ask ten people on the street to name all four members of Led Zeppelin. I bet you 9 out of 10 can’t name two of them.

    vanni: I doubt that iWork + iLife will require Leopard. I got a strong hint from an Apple booth engineer when he said guessing that iPhone would require Leopard would be “not a safe guess at all.” I personally thought it would require the updated Sync Services, but now probably not.

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  10. An Apple Sales Consultant told me last night that Steve’s Keynote presentation was running on iWork ’07.

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