From a business and even legal point of view this is a huge success for Apple. However, launching The Beatles on iTunes would have been so much more successful if they had said nothing yesterday. Music lovers know it is new music Tuesday and we frequently check out what was released on iTunes. Had Apple just released The Beatles discography on iTunes and let us discover it, people would have gone crazy. "OMG! Did you see The Beatles are on iTunes!" would have been tweeted and updated all over the web. Instead they promised an unforgettable announcement and the first response from most music lovers was 'that's it' because we've had The Beatles in our iPods and iPhones for years.