Nov. 15, 2010 at 12:22 PM ET
It's a bold promise, even from Apple: "Tomorrow is just another day. That you'll never forget." If you care about iTunes, that is.
The top banner on the media and apps store currently bears that slogan, with world clocks telling what time to check back. For USA, it's 10 a.m. Eastern, 7 a.m. Pacific. But what could it be? And why would they launch something this unforgettable online, instead of at a very special Steve Jobs keynote?
Conventional wisdom suggests that we'll be getting at least one of several rumored goodies. Gizmodo mentions the Beatles, finally on iTunes, being a possibility — and a good one at that, since Jobs wouldn't necessarily take to the stage to share a music release, even the one he himself has yearned for. As nice as that would be, I don't know anyone who loves the Beatles who hasn't already ripped all their CDs to put on their iDevices. Still, the insane popularity of that Beatles "One" compilation tells me there's always someone ready to spend money on the Fab Four, and I can't judge them negatively.
Expectations also include Apple TV apps, which would be a really hard thing to call "unforgettable," even if the current Apple TV is selling faster than the prior, some might say "dud," version.
The thing we've all been waiting for is iTunes in the cloud. This is the long-rumored service that would essentially do away with the need for song "purchases," turning the whole operation instead into a streaming service a la Pandora, but fully controlled by the user. All songs, albums and playlists would be yours to command. It would, one assumes, come with a subscription fee. But a networked iTunes is a very ambitious transition for a company with cloud deficiency — Google, Facebook, Microsoft, even RIM, have more clout in the cloud — and it would indeed take a special event to share that whole vision.
Maybe they're just going to announce that the Ping social music network was a bad idea, and they're closing it down. Nobody would forget the day Apple actually admitted making a mistake.