From the best iPhone app to Apple's PR blunder of the year
...the grand statement: "Tomorrow is just another day. That you'll never forget. Check back here tomorrow for an exciting announcement from iTunes"?
The marketing buzz worked. Everyone was talking about it.
However, Apple never considered the human cost. Every Apple Store in the UK I've been to since mid-November is playing the same 15 Beatles tracks on an endless, infinite loop. Ask the staff about it and watch them plaster a fake smile on their faces as Ob-La-Di, Ob-La-Da loops around again.
And this coming from a Beatles fan.
Runner-up: The White iPhone 4
The white iPhone 4 is Steve Jobs's own Moby Dick.
8. Worst product of the year: Ping
Ping is yet another social network but one focused purely on promoting and selling iTunes tracks. I've rarely felt so underwhelmed by an Apple launch and have yet to meet anyone using it beyond signing up on day one.
Runner-up 1: iPod Nano
It feels like an absolute turkey of a device. The 2009 iPod was elegance personified and even convinced my mother to buy one. The obsession with making things smaller and thinner has ruined the aesthetic and usability appeal of the device.
Runner-up 2: Mac Mini
Another year, another overpriced switcher machine. From £599? Really?
9. Best product of the year: iPad
The iPad is Apple's game-changer. The tablet had been eagerly awaited for years by anyone with an interest in Apple but when it finally arrived the response was muted. It wasn't as feature-packed as people had predicted. It didn't fulfil the wishes and dreams of the workers in the rumour mills. But as soon as you got your hands on one you realised there was something special about it. Expect even greater things from the iPad in 2011.
Runner-up 1: iPhone 4
I can't remember a stronger Apple product line-up. The iPhone 4 is probably the best bit of Apple kit I've ever owned but the arrival of the iPad was more significant.
Runner-up 2: The 13-inch MacBook Air
The MacBook Air is so sexy it deserves a NSFW label.
10. Most anticipated product of 2011
Whatever the hell it is that Apple's planning to do with the huge $1bn datacentre it has built in North Carolina.
Can Apple get the Cloud right in 2011?
Jobs stated that the MacBook Air was the model for all future notebooks. Typical Jobsian hyperbole or a hint of shape of things to come? Might there be a connection with the North Carolina datacentre?