Apple 2.0

Covering the business that Steve Jobs built

One more time: The Beatles on iTunes?

November 15, 2010: 8:18 PM ET

Putting their catalog on Apple's music store wouldn't make it a day I'd never forget

Photo: The Beatles' Feb. 7, 1964 New York press conference, courtesy of Apple Corps.

Billboard and the Wall Street Journal have stuck their necks out and reported that they know what's behind the teaser Apple (AAPL) posted on its website Monday morning. As the Journal put it:

"Apple Inc. is preparing to announce that its iTunes Store will soon start carrying music by the Beatles, according to people familiar with the situation, a move that would fill in a glaring gap in the collection of the world's largest music retailer."

Okay. Maybe. We've been down this long and winding road too often in the past two years to hold our breath.

And even if there is a Beatles announcement Tuesday at 10 a.m. EST (7 a.m. PST) -- the appointed hour according apple.com's full-page promo -- would that make it, as promised, "a day you'll never forget"?

We find Billboard's "clues" -- a McCartney song title, the hands of the four clocks resembling the band members arms on the "Help!" album cover -- unconvincing. If you're looking for clues, we'd be inclined to focus on "forgetting" -- as in memory and storage.

Maybe we'll get the Beatles. But I'm putting my money on the cloud -- in the form of Apple's ginormous new server farm in North Carolina -- as a place to store files that (we hope) will never be forgotten.

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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