Deptford's finest sons, UK band Athlete delivered a masterful performance at Apple's Regent Street store last night.
In the opinion of this reviewer, the act created an atmosphere equally as intimate as watching them in a friend's front room, delivering a performance that caused many dropped-jaws in the 450-strong audience.
The performance (illustrated, image courtesy of Lisa Rocket) was a triumph, even though the band has just returned from a US tour, which bassist Carey Willett played with a dislocated shoulder.
Five songs recorded live during the performance, another in Apple's 'Live From London' series, will be made available for sale through iTunes on Tuesday October 25, Apple sources confirmed today.
A report on the This Is London website describes Apple's part in last night's gig as a pivotal moment: "The glass-fronted Apple shop in Regent Street became part of a new musical phenomenon when it hosted up and coming band Athlete," it writes.
That report incorrectly reported that music from the event would be released tomorrow.
The free gig attracted hundreds of fans, many of which had to watch the show from downstairs on video screens set up for the event.
Athlete lead singer Joel Pott spoke directly to the stair-estranged audience - the first act at the store to do so - saying: "We feel your presence". A chorus of merry cheers broke out.
An Apple UK spokesperson promised more, saying: "Watch this space for more exciting gigs in the near future."