'Why I don't believe Steve Jobs'

We may see the end of protected music downloads, but it won't be Apple's doing, argues columnist Bill Thompson.

For a company with a tiny share of the computer market and an increasingly perilous first mover advantage selling portable music players Apple punches well above its weight in coverage of its every move.

In January CEO Steve Jobs single-handedly distracted the attention of the world's technology press from the hundreds of announcements taking place at the Computer Electronics Show in Las Vegas by pulling out an iPhone on stage in San Francisco.

The recent settlement of the long-running dispute with Apple Corps over the use of the Apple name garnered thousands of column inches and millions of page views online as aging editors took yet another opportunity to hope that the 40-year old Beatles music they grew up with could top the charts once again.

And much of the attention focused on the possibility that Beatles songs would be available on Apple's iTunes Music Store rather than any of the other download services available, giving Apple even more coverage.

This was followed by widespread coverage of the UK versions of the Mac versus PC ads, with David Mitchell and Robert Webb sacrificing any comic credibility their characters may have had on the altar of commercialism.


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