Well, after the initial build up, the oohs and the aahs, the impressive live stream (I managed to watch most of the keynote on my iPhone, on the train, on the way home) what are we actually left with following last nights Apple music event in San Francisco?
We've got a whole set of new iPods, a shuffle that combines features of the previous two, a nano that looks sweet adds touch but loses the camera and a touch that is basically an iPhone 4 without the phone.
All these products run Apple's recently rebranded iOS or mobile operating system to bring them in line with the iPhone and iPad.
To compliment these new products a new version of Apple's music software was released, iTunes 10, a new logo (no CD anymore that's sooo noughties), a new look and new social network functionality, Ping.
After downloading, adding a few details, I'm ready to go, following Rick Rubin, Mark Ronson and Carl Baldwin, (when he accepts my request!) so what is it?
As my friend Jon Sutton texted me during the Keynote, "They've just nicked mFlow and pretended it's there own" and that is basically it, social functionality added to a music store that allows you to like, rate, follow and be followed there by connecting you to like minded music fans the world over. The difference between mFlow and Ping is however a user base of over 200m.
The guys at mFlow must be gutted this morning!
Another additional feature was AirPlay that is a rebranded AirTunes but let's you push content wirelessly not only from Mac/PC to Apple TV but also from iPad to Apple TV with November scheduled iOS 4.2.
Then came the usual "One more thing..." announcement and it was as widely predicted Apple TV.
A new bit of kit a quarter of the original with no storage just rental via streaming functionality. You can still stream from your Mac or PC to the box allowing you to view your existing content but this does appear to be Apple's first tentative steps towards cloud computing with new content never actually being stored on the delivery device.
My biggest issue with the events announcements was that as an iPhone 4, Apple TV owner with access to an iPad is that there is not a lot for me. I don't need an iPod, I already wirelessly stream content around my house and as a Facebook user do I need another social network to update?
It appears that this event was all about Apple grabbing yet more of the consumer electronics market share and potentially knocking myspace, last.fm and eventually with a music subscription model, Spotify out of the game.
Will they succeed? Watch this space!
To view the keynote in it's entirety follow the link below:
http://events.apple.com.edgesuite.net/1009qpeijrfn/event