Apple is streaming a concert special to iTunes users and Apple TV owners tonight, February 9, at 10:00 p.m. EST, 7:00 p.m. PST. The live content will appear on Apple TV under the brand iTunes Live in the Internet menu—an option that didn’t even exist on Apple TV just 24 hours ago. While some are questioning using Paul McCartney to premier such a feature, the choice aligns with Apple’s (an formerly Jobs’) affinity for all things Beatles.
Perhaps more importantly, this event demonstrates that Apple has the ability to deliver live video content and even introduce new programming options to the Apple TV on the fly, without a software update. Oh, the possibilities….