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Digital media industry steps aside as new Apple software takes centre stage


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So huge was Apple’s impact on the digital media landscape yesterday that few savvy players dared make their own announcement on the same date. Accordingly we are marking this edition as an Apple Special, compiling all the relevant commentary on yesterday’s announcements about iCloud, iOS5 and Mac OS X Lion, with only a few other key news developments featured. 
We were on the edge of our seat throughout Apple’s two hour announcement and have summarised the key points below: if you’d like to watch it for yourself visit http://bit.ly/kwvQsa . Arriving on stage to a standing ovation and screams of “we love you”, Apple boss Steve Jobs bookended presentations from Eddy Cue, vice president of internet services, and Phil Schiller, vice president of worldwide product marketing. While the fan response was, as usual, more reminiscent of a rock concert than most rock concerts these days, there was also a bittersweet sense that Apple is grooming a new cast of protagonists to take over from Steve Jobs in the famed “just one more thing” role. Looking well but very thin, Steve Jobs (who looked well but certainly thin and took a day away from medical leave to attend) presided over a presentation where the software was definitely the biggest star.

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