To Regent Street, where REM last night played one of their smallest gigs for decades at Apple's store.
The band, who on monday played the Albert Hall and will later this year play Twickenham Stadium, played to just 400 fans in a theatre usually used to demonstrate Mac software.
For the fans present, it was an incredible experience. But for the music industry, it was another slightly menacing indicator of just how much power Apple now holds.
Of course, technology companies putting on gigs is nothing new - just look at the mammoth O2 Wireless Festival in Hyde park, or the plethora of small 'sessions' recorded by broadband internet companies such as Tiscali every month.
But Apple, who have been accused of creating a monopoly by owning both the hardware (the iPod) and the software (iTunes and its music catalogue), wield a power none of them can match - after all, who else would be able to get REM playing in a computer shop...
In fact, Apple has almost become more than a technology company, with fans idolising products. Among the creative industries, using Apple products has become a badge of honour, and almost an obsession.
As REM frontman Michael Stipe told us last night, "I'm a huge mac fan, I've got an iboner standing here just looking at all these macs."
But is this is amount of power a good thing? Well, yes and no. Apple's products are undeniably brilliant, but they are also undeniably expensive.
Apple has reportedly angered the music, TV and film industries with its tough bargaining and pricing rules. But because of the huge popularity of the iPod, companies have little choice but to cave in.
What Apple desperately needs is some real competition. But try as they might, the likes of Nokia, Samsung and Creative Labs simply can't match the iPhone or the iPod. What the industry needs is a concerted effort to join together and take on the might of Apple. But realistically, only Microsoft has the power to do this, and there are no signs that will happen.
So for the near future at least, it seems Apple's fans aren't in any danger, in the words of REM, of losing their religion. Lets just hope that the average consumers aren't the ones losing out instead.

IF Microsoft's attemped takeover of Yahoo goes ahead, it could lead to the biggest and bloodiest battle the internet has ever seen.
The move would allow computer giant Microsoft to take on arch rival Google with a new arsenal of consumer products such as online music downloading and picture sharing - products it has failed to develop successfully on its own.
The takeover could also dramatically improve its core email and search products by combining its technology with Yahoo's.
Products we use every day - email, search engines and instant messaging, are likely to undergo major changes as the two companies previously competing products are combined, with a single aim - to better anything Google can produce. However this could be a double edged sword, as Microsoft risks alienating users of both products if it does not integrate them well. Already there has been a backlash among users of Yahoo's excellent Flickr photo sharing service, with users threatening to leave the service if the Microsoft deal goes through.
But it is undoubtedly the entertainment arena which Microsoft stands to gain most from. Yahoo has an excellent online music service, and its picture sharing site Flickr is regarded as the benchmark for the rest of the industry.
Owning these would also allow Microsoft to launch a fresh assault on Apple, who currently dominate the online entertainment market, in a battle that will spread beyond the internet and into the living room as the companies compete to provide home entertainment services. We could see Microsoft making a real play for the music, film and TV distribution market, by using its expertise in the back end 'plumbing' of the internet and its knowledge of computer software with Yahoo's expertise in consumer content. Microsoft has already announced a deal with BT to offer TV through its Xbox 360 games console, and the introduction of Yahoo's services into that would only boost Microsoft's chances of success.
Outgoing Microsoft boss Bill Gates has admitted several times that the company 'missed the internet' when it first emerged, and ever since it has been involved in a desperate battle to fend off Yahoo and Google, who prospered because of a combination of superb programming and the ability to move much fast that the giant Microsoft.
By buying Yahoo, something it has tried to do several times before, Microsoft can instantly play catch up with Google - if (and it's a very big if) it can integrate the two companies products without alienating both sets of staff and users.

Facebook has, following a huge online campaign by users, removed the 'is' from its status updates.
At first glance, it seems an inconsequential move, and indeed for a lot of people means absolutely nothing.
Yet for several of my friends, it would not be underestimating things to say it has completely ruined their Christmas.
Facebook status updates, for the unitiated, are the mechanism by which you let your friends on the site know what you are doing. You can thrill to the revelation that 'Dave is doing the washing up', or 'Andrea is deciding what to have for lunch'.
Yet this week, Facebook tweaked the system, which previously automatically added an 'is' at the beginning of updates.
For addicts, of which there are many, it's been a major upheaval. Just minutes after the change was made, this popped onto my news feed:
"Alison is thoroughly discombobulated by the removal of the mandatory ‘is’. My whole world has shifted on its axis. Everything I know is wrong."
Now, it has to said my friend Alison does take her Facebook status updates more seriously that most - I've seen seven or eight in a day from her, all obviously having been thought through at great length. It all points to an interesting problem the emergence of social networking has led to - knowing too much about our friends.
It's not that I don't have an interest in what my mates are upto. But in actual, real life conversations the phrase 'I am doing the washing up' tends not to occur very often, and that's a good thing.
So what can be done? I propose a worldwide boycott of Facebook status updates.
If recent figures on Facebook usage are to be believed, I think one day a week where we don't have to read what everyone we know is thinking of having for dinner would save London's offices thousands of hours in lost productivity.
Rather than the 'facebook hour' that many companies have introduced, how about a 'real life' evening where we all go to the pub and get drunk with our friends instead?

While online music success stories are ten a penny these days (Radiohead 'revolutionising' the industry by realising they can knock out a substandard album on the cheap by selling it online, for example), it appears the music video is quietly dying in the background.
Of course, YouTube is doing a roaring trade, but it's generally the unofficial mobile phone video of a gig rather than the 'real video' that proves most popular. There's even a massive number of fans who upload themselves singing along (and in fact Canadian band Barenaked Ladies recently made a video utilising these for an 'official' video to brilliant effect).
Another growth area for video has been live gigs, invariably sponsored by a mobile phone or internet firm. Savvy companies like Tiscali and AOL are slowly building up an incredible library of gigs ready for the moment some bright spark works out a decent way to get internet content onto a living room TV in a consumer friendly way.
But in terms of a real, so good you bring it up down the pub promo video, it's scarce pickings these days.
Perhaps part of the problem is that video has failed to move on. What we see now is pretty much the same as what we saw decades ago on top of the tops. In the age of interactivity, the music video is simply in danger of becoming irrelevant.
Of course, there is the exception. Arcade Fire, for example, have released a stunning version of their track Neon Bible (you can see it at http://www.beonlineb.com/click_around.html). But for the most part, is seems the internet really is killing the video star.

Zombies, pokes and super walls have, sadly, become a part of everyday life now.
Barely a day goes by without a Facebook story appearing in the press, which begs the question - when will it all end?
Already there is talk of an increase in the number of people deleting their profiles (an act known, somewhat dramatically, as a facebook suicide). But even though we've all been tempted to kill our profiles, there is an incredible voyeuristic element to the site it's hard to leave behind.
However, help may be at hand from an unlikely source - Microsoft. The news today that the Bill Gates behemoth is considering buying a share in the site could be a blessing in disguise.
One of the problems Facebook has had is that it's actually quite tough to make money from it. Increasing the size and number of adverts simply annoys people, as does the horrific mass of add ons people now seem to be compelled to add to their page. And if there's one thing Microsoft is good at (have you ever used Hotmail?) it is cramming as many adverts on a page as possible. Yesterday it redesigned its flagship portal, MSN, which seems to amount to shoving a massive expanding ad in the centre of the page then putting the odd link and story around it.
Yet I for one welcome their interest in Facebook. For the good of humanity, Gates should be given the keys to their no doubt trendy loft style office immediately. Shove a few dozen more ads in there and maybe, just maybe, the hordes will leave and my inbox won't be bombarded every morning with the thrilling news some PR person I once drunkenly met in a club has been bitten by a zombie.

Apple's announcement that it is to begin selling its iPhone in the UK on November the 9th has left the gadget obsessive (such as myself) with a major dilemma - do you buy a US model now, or wait?
The argument is complex.
Importing a US version requires you to install a small piece of (highly unapproved) software before it will work on a UK phone network. This is a relatively easy task, but leaves you open to future problems. In a nutshell, when Apple next updates the iPhone's software, chances are it will kill your phone as it tries to protect it's hugely lucrative exclusive deals with phone networks.
However, as Apple boss Steve Jobs admitted last week at the iPhone's UK launch, the chances are that within days hackers will have cracked the phone again in a hi-tech game of cat and mouse.
The official UK O2 approved model, on the other hand, will work perfectly straight out of the box, and even give you free access to wireless internet hotspots across the UK. However, you will be locked in O2's contract (paying between £35 and £55 per month), which while actually a pretty good deal, will involve changing networks for many people.
The answer? It's a tough one, and one that really seperates the nerds from the consumers.
Ultimately, importing an iPhone will require a reasonable technical knowledge.
For the average buyer, the answer is simple - just wait until November 9th, and buy the official UK version. That said, I'm putting my faith in the hackers. My US iPhone is currently winging its way over the Atlantic from a friend in New York. Perhaps it is just an admission my gadget obsession has got out of hand, but I'm actually looking forward to the tussle of tweaking the phone to keep it one step ahead of Apple's corporate crackdown.

Mark Prigg is the Evening Standard's Science and Technology Correspondent. He writes about everything from flooding, foot and mouth and space travel to the latest must have gadgets. You can contact him a mark.prigg@standard.co.uk.