Sinofsky explained that "you're in this loop" of ever increasing screen size, more battery to support it and, naturally, more weight.

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The core rhythm, a loop that Apple re-creates live on a metal percussion instrument, began as her banging with scissors on the things that sit on her desk at home.

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But in the new world of deals, local merchants have a branded medium within which they can deliver the right offer, at the right time, to the right audience, time and time again and use techniques such as re-marketing to close the loop.

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"We're not taking humans out of the loop, " says Kephart.

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Now, we're the first to begin closing the content loop, offering native 4K content for the home and delivering the most immersive, awe-inspiring entertainment experience yet.

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You're meant to watch this video on a loop and then press the shutter when you see the frame you want, at which point all the other images get deleted.

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Once you're good at it, you can get lost in the loop pretty effectively without ever having to look at the computer screen, which presumably helps focus your attention on the sound.

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Push lets you add drum hits by tapping the pads on and off as the loop plays, but you can also record a pattern in live if you're a bit of a finger-drummer.

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