It didn't escape our notice that with Apple's recent announcement that it sold more that 2 billion downloads in '06, transforming us into a world of "trackers," that it's neither the Mac, nor the iPod, but iTunes that's at the core of the company's success and future. It's Apple's secret sauce, in the same way that search-based text advertising is the key to Google's dominance, or Windows to Microsoft. Every time you buy an iPod or iPhone and download tracks, films, podcasts, or create playlists – it gets harder to switch to a competing music player. Apple's goal will be to make iTunes the control panel for our digital life. Steve Job's has proved the truth of his nemisis, Bill Gates, observation back in 2000: "content is king."