• The U.S. snowboarding team's pinstriped uniforms are already wired for the machines, with a nifty iPod-size pocket, speakers in the hood and a control panel on the left sleeve that allows the athletes to select son

• Snowboarder Gold medalist, Shaun White, uses an iPod-equipped helmet, which - according to newspaper accounts - frequently pipes in Led Zeppelin or, during his recent gold medal routine, AC/DC's "Back in Black."

"One of the lasting images of these games is going to be these snowboarders with their iPods," said Abraham Madkour, executive editor of SportsBusiness Journal, a trade magazine that covers the sports industry. "It's the perfect form of subconscious marketing."

An article in the Baltimore Sun talks about the great exposure Apple has gotten during the Olympics—even beyond the snowboarding community.