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.