Now, about these new iMacs-- you must trust us when we tell you that we have never before heard (and reflexively participated in) such a spontaneous outburst of incredulous obscenities as when Steve Jobs announced that the new entry-level iMac would cost a mere $799. (And considering that we were present when Steve broke the news of Apple's new "partnership" with Microsoft back in 1997, that's really saying something.) Basically, when the $799 price was announced, three out of every four sentient creatures in that conference hall simultaneously shouted the word "holy" followed by any of several scatological and/or copulatory four-letter words that are unfit for broadcast on a PG show such as this one. In other words, we were floored.

But was that the real news when it comes to the iMac line? Nope. Was it the fact that customers can now buy an iMac DV capable of running (and preloaded with) the tasty new iMovie 2 for a mere $999, setting the entry point to desktop video at a staggering new low? Uh-uh. How about the revelation that Apple's willing to dilute the iMac line still further by adding a $1299 "DV+" model to its family? Wrong again. See, the real news is that iMac flavors aren't actually flavors anymore.

Well, not fruit flavors, at least-- and frankly, we should have seen it coming as soon as Graphite got added to the mix. With the exception of that notably popular (lack of) hue, Apple has completely replaced its iMac color wheel with new shades that are generally less saturated, deeper, more understated, and completely unrelated to fruit of any kind. The new five colors in the lineup are: Indigo (a deep purplish blue), Ruby (a hefty red without a hint of the Barbie chic overflowing in Strawberry), Sage (a gorgeous grey-green; the color of aliens' skin on Steve's home planet), Snow (Ice all over, but whiter), and the ever-lovin' Graphite. The new colors are classy as all get-out; "refined," as King Steve says. What does it all mean to you? Better start saving for a new iMac, because these things look nice. What's it mean to us? That we have four more themes to add to our Preferences when we get back to the studio. The work never ends...