"What's the beef?"

OK, let’s talk ‘technology’…

Later today, Apple — yes, I’m jumping on the bandwagon, too — will launch the iTablet, iPad, iDoEverything in San Francisco.

Led by the showman of our time, Steve Jobs, anticipation surrounding the unveiling of the new device has set the press and media ablaze. Twitter tag’s are already rapidly climbing up the Tag table, as speculation mounts over the impact the device will have on the entire media industry — referencing the impact that the Apple iPod and iTunes platform continues to have on the Global music and film distribution business.

From a geek perspective, I’m obviously excited. Imagine, reading an online copy of GQ, Vogue, Time or the New York Times Style Magazine and seeing specific, targeted adverts for Aston Martin, Allure (pour homme) or Omega timepieces coming to life. OK, I’m obviously suffering from ‘delusions of grandeur’. The way 2010 is panning out, my ads are more likely to include Toyota, Lynx or Swatch. In any case, the argument is hotting up as to the impact and tight control Apple could have on the distribution of rich media content, and subsequent key customer buying information and of course, confidential consumer data.

As marketers, we aspire to connect our brands to our customers, directly. As Apple has already illustrated, design and technology can change the nature of establishing that relationship. Just ask any record label boss and the last person who downloaded an album from iTunes or Amazon.

However, the Apple brand is playing an incredibly clever, if not slightly complex game of juggling all their relationships — specifically with consumers and content creators. However, no matter what content creators believe Apple’s objectives are, one thing is for sure, today’s release looks set to maximise on the consumer’s willingness to spend money - as Apple’s profits show.

Through the brand’s ability to spark interest, promoting cool technology across multiple platforms, as well as its ability to change perception — as only a true superbrand can — it looks like they are about to inject a little commercialisation back in to the mix. Providing hope for anyone who previously believed that giving away ‘freebies’ was a sound ROI.

Let’s just wait to see what Apple’s ‘Commander and Chief’ has to say, tonight!

See: “Apple offers ray of hope for publishers”