HellaFrank

Steve Jobs is kind of a modern day Pablo Escobar for technology. Employing a huge workforce to work undercover on secretive projects, then smuggle the product to be sold to serious addicts at high prices. Everyone knows he’s doing it but no one can infiltrate or take him down.

But, despite all of this secrecy, these days we pretty much know the big announcements we’re going to hear at Steve Jobs’ keynotes before they hapen. It’s always nice to hear the confirmations, but it’s the little things, the unexpected news, that gets me excited.

This time around, for me, it wasn’t even a product from Apple, but from MLB.com who historically likes to tempt baseball fans with awesome sounding products that end up sucking because of poor technology (i.e. Windows Media Player) or lack of ridiculous amounts of bandwidth.

But at the Apple keynote, they announced MLB At Bat, an iPhone application that not only lets you track baseball games live with detailed updates, but delivers video to your iPhone of the game’s highlights minutes after they happen.

What did you say? Derrek Lee just went yard in the bottom of the ninth to beat the Cardinals? Let’s have a look-see.

And even though MLB.com does not have a great history with providing good video, this year’s overhaul of Gameday (see my earlier post) gives me hope that this will actually work. Dan Frommer at Silicon Alley Insider is right-on when he says that video on mobile phones needs to be delivers in “snacks” not huge meals. Let’s be honest, not many people want to watch full feature programming on a tiny screen, especially something as slow as baseball. So MLB At Bat is definitely taking the right approach.

So yes, thank you Steve for the new and improved iPhone, I’ll be purchasing one soon, but thank you even more MLB.com for ensuring I will never miss a Cubs highlight on this year’s epic road to the World Series.