The quick reference guide to Apple's keynotes
The biggest story in music is about to get even bigger
Tuesday, June 15, 2004
1 hour, 1 minute
Old Billingsgate, London
Steve Jobs
A standard definition version is available on YouTube.
Intro Video
Intro Video
iPod Silhouette: Steriogram's "Walkie Talkie Man"
Steve Jobs
  • 85 million songs have been downloaded in just over one year, giving it a 70% market share
  • Announces the iTunes Music Store is coming to the United Kingdom, Germany, and France
  • Dismisses the competing online stores, and says the real competition is piracy
  • Recaps the piracy/iTunes comparisons from last year
  • Posits that web site music stores suck
  • Recaps the features of iTunes, including the newly added music videos and iMix, to publish anonymous playlists to iTunes
  • 700,000 tracks will be available for download in the new U.K., France, and Germany stores
  • Songs in the U.K. store are 79p, and songs in the French and German stores are €0.99
  • A Euro store is planned for October
  • Does a demo of the U.K. iTunes Music Store, including streaming a song from Peter Lowe's Windows laptop
  • Free Audience Giveaway
    Free Audience Giveaway
    A £15 or €20 iTunes gift certificate
    Steve Jobs
  • Lists the places that people like to listen to their music
  • The living room is a challenge when your music is in iTunes
  • Notes that last week Apple came out with the AirPort Express, allowing music streaming using an audio port
  • Available next month for £99 or €149
  • Musical Guest
    Musical Guest
    Alicia Keys

    The biggest story in music is about to get even bigger? Didn't we just have an event called this? Isn't this event called Apple Expo London?

    When the first three international iTunes music stores were ready to roll in mid-June 2004, WWDC was two weeks away. But in this early-Jobs era of Apple, WWDC didn't contain many consumer-oriented announcements. Apple would happily have separate non-developer keynotes the very same month as WWDC, as they did in 1998, 2001, and 2002.

    The new online stores were for the United Kingdon, France, and Germany. So it would make sense to have the keynote in one of those countries. The already-planned Apple Expo Paris was still two and half months away. Between the U.K. and Germany, it's not hard to see why they picked the English-speaking country.

    London did have a show called MacExpo that ran from 2002 to 2007, and Apple had large booths there, but they never did any keynote presentations. The 2004 MacExpo took place November 18-20, the time of year that Apple generally doesn't make big announcements. (As it so happened, the United Kingdom's first Apple retail store opened on London's Regent Street on November 20.)

    Apple crafted an invite for the European press, and ended up mostly recycling the name of their iTunes for Windows event the previous October. Apple started using better, shorter headlines for their music events the following year.

    So focused they were this one announcement, Apple released their new music-streaming AirPort Express a week before with a press release, even though Jobs spent some time talking about it during the keynote. Apple didn't want the AirPort Express to be the part of the news story coming out of this event.

    With the seal broken on international expansion, future country additions to the iTunes Music Store never garnered more than a quick mention at future keynotes.

    In the end, the biggest giveaway that this isn't an "Apple Expo London" keynote is the sound of the audience. You don't get the roar of a crowd of British Apple-fans cheering when Jobs takes the stage. You get a thoroughly polite smattering of applause.