Behind the butcher paper

As I predicted last week, Apple stole the show at SXSW and actually attended this time.

Daniel Terdiman, on CNET:

The fact is, the reason few are putting it in these terms is because it's a given that Apple could pull this one out of its hat. It's like air. It just is. Everyone's amazed at what they pulled off. But find me someone who's surprised.

It's true, no one is surprised by this. As I said previously, Apple has fallen into a rhythm of disrupting just about every major trade show it can recently. What's up next, anyway? CTIA?