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Apple is on Air, really!!!!!!!!!!

That time of the year has come, pretty much like xMas, my birthday, the first MotoGP race or the very first swim before summer season starts: MacWorld!!! (One out of the zillion links you may already have…)

The 2008 edition will be remembered possibly for the flashy side of computing, the unbearable lightness of being Apple, the MacBook Air. A thin jewel of hardly 3/4 of an inch max, a featherlight computer… basically a MacBook on diet like, say, comparing Jessica Alba with Kate Moss, without illegal boost, mind you…

I won’t spend more time on it, it is gorgeous, stylish, the ultimate tech fashion statement, nothing all that new when considering Apple, isn’t it???

It is rather interesting the attack Steve Jobs is setting up at the movie industry or, better, how consumer actually USE the movie industry.

iTunes Movie Rentals is going to revolutionise the movie experience.

Rent any movie for 24 hours, choosing from a large collection from majors portfolios such as 20th Century Fox, Universal, Sony, Warner and the rest of the pack, watch it on any device you may like, with obvious preference for Apple hardware (Macs, iPod, iPhone, haven’t read about iTouch…), pay $2.99 or $3.99 and there you go… a thousand titles by the end of February, more to come, and add to the pack some TV shows, concerts, video podcast and some more goodies..

From your couch directly to the smashing flat screen you just bought on sales, your digilife is going to get pampered, boosted, enhanced, whatever!! Isn’t that nice????

This move was somewhat expected, and yet it is quite likely that this will change massively the entire industry approach to entertainment. Also, more significant, it redefines the concept of “ownership” compared to “timely experience”: it is not necessary to own, it is rather more important to experience something. I do not need to “have” everything, to hold it in my safe, I could and possibly will be much more selective, and the entire idea of value could be reorganised.

Clearly, we are talking about movies, really not a cornerstone, but heck, life is a glittery game nonetheless!! See whether Steve Jobs is able to make another miracle, at least for himself and Apple’s shareholders!!!!!!!!!!!!

By the way, nevermind what, in my wardrobe there are no black turtlenecks…

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