Tucked away in a Blackfriars back street, Apple have hired the Mermaid theatre, more used to thespians than king of Geek Chic. We're here to watch a video link to the Great Steve Jobs from San Francisco. The capacity of the audatorium is about 600, and almost every seat is full. Opening the doors sees a flood of people - journalists, resellers and no doubt 'friends of Steve', all eager to get a seat that isn't behind one of the many film cameras set up. The latest in laptops are brought out (a conspicuous lack of MacBooks, though) as everyone frantically tries to get onto the wireless network, keen to file the story before the person next to them.
Steve Jobs fills the screen and there's a rumble of 'mm he looks well'. He's smart/casual in a black shirt and jeans, as befits a cool cat like himself. He starts with a joke, running through some of the accessories, including the recent iPod toilet roll holder/dock. We lap it up, laughing at his jokes, like lovesick teenagers.
There's an insight into Jobs, when he discusses the gapless playback - when he talks about the irritating gap you get between tracks that were supposed to be flowing, he mentions Abbey Road, and Pink Floyd. Bearing in mind that he is selling to 'the kids' in a lot of these cases, he doesn't seem to be aware that the place where this is most annoying is if you're listening to anything mixed by any DJ worth his salt. There Should Be No Gaps.
We then see Steve try out his new iTunes, and he spends a bit of time rocking out to Coldplay. There's the head bob and everything. He looks cooler than your Dad, but only just (and that might have something to do with his multi millions). What we get from this is he's a big fan of Beck, Coldplay, Dylan, the Beatles, Beethoven - all the stuff you'd expect for someone that's trying had not to alienate anyone.
Clapping is something I've never experienced in a press conference - it's apparently very big in the US. They clap the extra colours on the Nano, the new advert, the size of the shuffle - it's like they're getting paid per clap, rather than per word. Here in the UK we are slower to catch on, but by the end of it, we're clapping with the best of them. There's rumours that the more you clap, the better free gift you get.
Steve obviously wanted to pack in as much as he could - he ended with a plea for staff. Apparently, there just aren't enough Apple geniuses to fill up those Apple stores. Know anybody?
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