I was digging through the latest iTunes update and discovered a link to the Apple web site. I followed it and took this screenshot before Apple took down the page. Enjoy!

I am an Apple fan and an avid Mac user. I have been using Macs ever since I witnessed a G3 400 mhz Mac effortlessly work with my digital video footage when a 3 Ghz Pentium 4 Dell struggled, crashed, and crashed again. That week, some 4 years ago, I bought a G4 “Lamp” iMac and never looked back.

I have a Mac at home and a Mac at work. Both my wife and I have an iPod. I create all of my presentations with iWork. I purchase music, TV shows, and films through iTunes. I have created photo books, greating cards, and slideshows with iPhoto. I have authored multiple movies and DVDs with iMovie, iDVD, and Final Cut. I even generate my family’s blog with iWeb and own a .Mac account. It makes me cry when I think about how much of my money has gone to Apple. They have me hooked. If you are a family member or a friend of mine, you’ve probably had the Apple conversation with me. Too bad they don’t have some kind of pyramid scheme like Amway ’cause I could have made some serious money by now.

Anyway, this post is about what I consider to be their most valuable product. It isn’t anything they sell - no ipods, no computers, no iPhoto, Final Cut, iWork, OS X, or .Mac. The most valuable product Apple has and freely distributes is iTunes.

iTunes is the true digital hub, a free download, and available cross platform (OS X and Windows). If you want to use it purely as an MP3 organizer, you can do that and you never have to give Apple a penny. It is easy to use, looks great, and is full of very usefull features like easy sharing of music libraries with others on the same network.

iTunes is free but it plays a critical role in tying together Apple’s strategy as a whole. Each Mac and iPod is sold with iTunes included. Within iTunes, you can purchase music, tv shows, music videos, and movies. You can subscribe to podcasts, video podcasts, and internet based radio stations. iLife is built around iTunes. iMovie, iPhoto, iDVD, and Keynote can all easily incorporate tracks from iTunes. iPhoto can be used to create photo slideshows set to music or podcast images in GarageBand. GarageBand can easily publish out those podcasts or music tracks to iTunes and sync your latest music creations with your iPod. iWeb publishes podcasts and video podcasts directly to iTunes. When you purchase movies and TV shows, you can bet many of those were edited with Final Cut. It all ties together. As Macworld ‘07 approaches, Apple will surely announce their new “iTV” product that I’m sure will auto sync with iTunes just like the iPod. Many rumors are also circulating that an “iPhone” is about to emerge and a must have feature is iPod functionality that syncs with iTunes.

As I think about this genius strategy, making your most valuable asset free and charging for everything else, it makes me wonder why so many companies are focused on iPod killers and iMac killers and not setting their sights on Apple’s most valuable asset - iTunes.

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