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Posted at 11:24 AM ET, 11/15/2010

Apple home page makes breathless, vague iTunes prediction (update: WSJ says it's the Beatles)

By Rob Pegoraro

Tomorrow will be Tuesday, Nov. 16. Apple, however, thinks it'll be something more significant: Its home page, stripped of the usual marketing graphics, declares that it will be a day "you'll never forget" and invites people to check back at 10 a.m. Eastern tomorrow for "an exciting announcement from iTunes." Below that message, clock graphics illustrate that time in California, New York, London and Tokyo.

(I can already see the groundless speculation: "Wait, California's not a city... that must mean something!")


What? And, huh?

Even by the nonstandard ways of Apple PR, this is a strange stunt. First, the Cupertino, Calif., company almost never tips its hand publicly like this. If it has a press event scheduled, it doesn't bother to announce it on its PR page, much less on its home page. Second, iTunes? Exciting? Are we all talking about the same program?

I can think of changes I'd like to see in iTunes, but having Apple implement them would be less a thrill than a relief. A short list:

  • A Windows version that's less bloated.

The most educated guess about Apple's news is that it will involve a music-streaming service. But that, too, won't be world-changing, inasmuch as a) iTunes already streams Web radio on its own from numerous sites, and b) if you want a more interactive music service, just visit a site like Pandora or Slacker in your browser.

My other thought: Doesn't this invitation to stand by for a special announcement from Cupertino remind you of the Apple parody in the "Simpsons" episode "Mypods and Broomsticks", in which Lisa Simpson and other shoppers at a Mapple Store breathlessly await a special message from bespectacled Mapple founder Steve Mobbs?

All I know is, I'd better not hear Bart Simpson's voice reading out this news tomorrow morning.

6:49 p.m. The Wall Street Journal, citing "people familiar with the situation," says the news will be the Beatles arriving on the iTunes Store. Seems plausible to me, but that rumor has come and gone so many times already that it's become the Verizon iPhone--make that, the white Verizon iPhone--of digital-music stories. So I won't believe it until I see the press release on Apple's site and a "Buy" button in iTunes next to a download of the White Album.

By Rob Pegoraro  | November 15, 2010; 11:24 AM ET
Categories:  Apple, Mac, Music, The business we have chosen  
Save & Share:  Send E-mail   Facebook   Twitter   Digg   Yahoo Buzz   StumbleUpon   Technorati   Google Buzz   Previous: TiVo's new $99 and 'free' deals are no deal at all
Next: Facebook launches universal, 'seamless' messaging service (updated)


Beatles. Indeed perhaps "Just Another Day" is a McCartney reference.

Posted by: JohnDorsey | November 15, 2010 12:10 PM | Report abuse

Wait, New York's not a state?

Posted by: josh703 | November 15, 2010 1:01 PM | Report abuse

Rob, are we sure this isn't just the iOS 4.2 iPad update release? And if not, do we have a date for that yet?

Posted by: Rockvillain1 | November 15, 2010 1:52 PM | Report abuse

They are unveiling the rebranded that they acquired and promptly shut down.

Posted by: tundey | November 15, 2010 3:31 PM | Report abuse

Oh man, did Bill Gates buy some more Apple?

Posted by: editor20 | November 15, 2010 4:29 PM | Report abuse

"Another Day" was a McCartney post-Beatles single, although he was already noodling with it during the White Album/Abbey Road rehearsals. Maybe iTunes is issuing a trove of Beatles bootlegs?

Posted by: atoms5 | November 15, 2010 5:03 PM | Report abuse

The White iPhone of course would be perfect as a Beatles-branded device. Wouldn't it be a kick to learn that *this* is what it has been held up for -

Posted by: JohnDorsey | November 15, 2010 9:57 PM | Report abuse

A Verizon iPhone that would be compatible with iTunes?

Posted by: Bitter_Bill | November 16, 2010 7:16 AM | Report abuse

The Beatles? Really? That's their big announcement? I just got the info from Apple's home page. I couldn't be more "meh". As if a decade plus into the digital music age, I didn't already have the entire Beatle's catalogue ripped to iTunes.


Posted by: pete1013 | November 16, 2010 10:08 AM | Report abuse

I thought they were going to announce a second button on the mouse so school kids can experience a seamless transition each morning when they begin using a computer in school.

Posted by: editor20 | November 16, 2010 2:39 PM | Report abuse

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