Photo: Apple

The Apple press event finally happened and, needless to say, nobody was particularly surprised by what the company announced. Almost all the rumours in the build up to the event proved true, with the company updating its whole iPod range, iTunes and finally introducing the new Apple TV.

iPad gets Airplay

Apple showed a sneak peak at iOS 4.2, mainly aimed at the iPad, which will see release in November. The updated OS for their tablet device brings with it Airplay, the ability to print files via wi-fi, stream music to audio devices and even push video to the Apple TV, but more on that later. While not overwhelmingly spectacular, it made for a neat demonstration of the things Apple are thinking about and tweaking.

iTunes 10

The Apple press event also had some digital content goodies with it, with the company unveiling iTunes 10 and iTunes Ping, its new social service built around iTunes. Long and short of it is that Ping is Facebook for iTunes users. It even looks and feels like Facebook, too, so there you have it.

The Apple TV gets serious

Apple also revealed its new Apple TV. In black and at one quarter the size of the previous Apple TV, its design is reminiscent of a hockey puck. While our full stand-alone preview goes into deeper detail about the device, it’s essentially a media centre built around Apple’s walled garden, and US citizens will be glad to know the popular Netflix service is built into it, too.

The iPods

The showstopper was undoubtedly the updated iPod range. Clearly the iPod Classic has now gone the way of the dodo, so we can start waving goodbye to that. The iPod shuffle now has its buttons back, but retains the voice-functions introduced in the previous model. You pay $49 for the 2GB model. The iPod Nano now loses its buttons, and gets a full on touchscreen interface, as rumoured. And the iPod Touch gets the royal treatment with FaceTime, dual cameras, a gyroscope and retina display introduced, too. Apple went big on the ‘iPhone minus the phone’.

Overall

Watching Apple do its thing must be a painful experience for technology companies worldwide. Not only does the company have what is widely considered the best product range in the markets it competes in, but it has a super captivated audience, who hang on to every word and, occasionally, cheer on the most mundane things, too. Let’s be clear here, the Apple press conference was greeted with more excitement than the IFA 2010 conference – an industry-wide event.

But it isn’t just the popularity contest Apple is winning. The company may very well be in its product prime. Oh, and remember, for the thrifty, you can now begin picking up the iPod Touch 3rd generation, the Apple TV and the other products soon to be updated at giveaway prices