Apple's 'unforgettable' iTune news? ... It's the Beatles

Score another victory for Apple’s hype machine


Yes, it's the Beatles on iTunes ... finally. That is Apple's news this morning that the company promised yesterday in a full-homepage teaser would make this day one "that you'll never forget."

So it turns out I owe Apple's marketing people an apology, as yesterday I wrote that "not even an Apple marketer would have the gumption to tout (this) news in such a breathtaking manner."

How could I have been so wrong - and so disrespectful - as too question the gumption of Apple's marketing machine?

There's a press release, which I can summarize in eight words: You can buy Beatles music on iTunes now.

The release includes a gushing quote from "Sir Paul McCartney" - I hate that Sir stuff - and an irreverent one from Ringo Starr, because we all know that Ringo is the cut-up of the group. (What John would have said?) Then there's this from Steve Jobs: "It has been a long and winding road to get here. Thanks to the Beatles and EMI, we are now realizing a dream we've had since we launched iTunes ten years ago."

Long and winding road? Get it?

There will be plenty of that kind of thing the rest of the day.

Of course, not everyone thinks the Beatles on iTunes will be the greatest thing since the Beatles on vinyl. Here an SF Weekly writer pours the cold water on the news before it was official.

And while Beatles fan Jobs has finally landed his prize, there are musicians still holding out on iTunes, including Bob Seger and Kid Rock.

Don't get me wrong, I love the Beatles as much as the next Baby Boomer; I just haven't felt deprived of their talents because their music wasn't available on iTunes.

And I don't place that changing on a par with the moon landing ... or even the Beatles on Ed Sullivan.

(Update: The Register is our leader in the clubhouse for lyrics-based headline inspiration: "Steve Jobs no longer Eggman as Beatles hits iTunes." Coo coo ca choo.)

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