Apple prepares for showtime

The usual buzz surrounds Apple’s "Showtime" event to be held this week in San Francisco, with rumours abound on what will be rolled out and just where Apple plans to take it.

Reports have already surfaced, suggesting that a full-length movie download service will be rolled out. However, the introduction of rumoured wide-screen iPods or even the long awaited "iPhone" are a little less certain.

If a movie download service is in fact in the cards, it could signal a much more ambitious strategy for Apple, said Joe Wilcox, senior analyst of Jupiter Research.

Pointing to last week’s low-key release of the 24-inch iMac, Wilcox said " It’s quite possible Apple’s sitting on something big, it could easily be part of a bigger strategy."

The bigger strategy, suggested Wilcox, could include a move towards the living room.

That however would involve overcoming several technological hurdles, he cautioned. The first being the way Apple formats its media.

"Right now, the content it downloads is generally formatted for iPod video" Wilcox pointed out. "If Apple wants to do bigger and bolder things, there’s a question as to how it will handle content for potentially different devices. If Apple’s thinking about the living room, then it becomes as issue."

"But again, that’s qualifying if Apple’s ready to move into the living room. "