Right now, Apple is holding its ‘Let’s Rock’ product launch in California. One of the first things to be announced was iTunes 8, and as predicted, it includes new recommendation technology called Genius.Its aim is to “help you rediscover music in your library” according to Steve Jobs, although flogging more songs through the iTunes Store is, naturally, part and parcel of it.On-stage at the event, he explained that Genius works by matching the current song you’re playing in iTunes to up to 100 recommendations from the iTunes Store, with results being adapted to the overall content of your iTunes library.Apple has offered iTunes recommendations before, but this is a real step forwards technically. It remains to be seen whether consumers will kick back over potential privacy issues – presumably the feature can be turned off.

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