How does apple do it? Manage to generate such hype over a nothing announcement. All the tech press went gaga yesterday with speculation at what this major announcement that we would never forget would be and what is it? The Beatles is finally on iTunes. This may have been a big deal three or four years ago, but considering the Media blitz The Beatles had last year with Rock Band and all of their music being re-released on Re-mastered CDs, this feels too little, to late and certainly not an announcement that will change my life.