While at first blush, it really makes no sense; Apple quits Macworld?it sounds like Oscar quitting the Academy Awards. On the other hand, Oscar is a product of the Academy Awards and Macworld is actually more or less a product of Apple. While the linkage between both entities, in both cases, seems mutually beneficial and almost inexorable, the fact is that an Oscar exists as an Academy Award and has no independent worth outside of being an Academy Award and Macworld in the end is simply a show created to honour and promote Apple products. Mind you, given what Macworld has done for Apple over the years this sudden separation does bear all the earmarks of at least a mildly retarded decision.
Why did Apple do it one can fairly ask? Its actually easy if you follow the obvious mind set Apple has been working in for many years now. When I say obvious I mean who can deny that Apple has developed into an undeniable control freak of a company, which is particularly unique in an industry that is rife with issues pertaining to cooperation and interoperability. If anyone ever had doubts before they should now be dispelled; Apple clearly wants no expectations or reliance on any other entity for the promotion and development of their products. And as unbelievable as it may be, that obviously means even the very trade show that did more than any other single entity for putting their products in the spotlight.
It seems clear that Apple is feeling some stress they feel is unnecessary to make some major press release at every Mac World show. And while that is a sensible concern given that its more than a little unfair if the expectation is that Apple should work product release timing to Mac Worlds schedule. On the other hand, to completely cut ties with Mac World in order to dispel those expectations certainly is more than a little high handed. The writing on the wall clearly tells the story. Apple now has a high enough profile to promote their products on their own agenda and schedule and they do not feel Mac World provides is a necessity for accomplishing that. But why quit entirely? Well, not so hard to figure out.
Apple took a little boot in the pants (not a big one) for not providing the block buster announcements seen in the past at last years Mac World. Its not hard to figure that this years keynote speech would have been even more lack luster than last years speech and that has a minor potential downside. First, it cost Apple money to come in and provide the big profile the fan faithful expect at such a show, and it can only be offset by the expectation of positive reception of the show Apple puts on at Mac World, in particular the expected block buster announcements they routinely made in the past. Now, without a block buster announcement at Mac World, Apple actually runs a risk of being questioned on their lack of ability to maintain a never ending yearly stream of new product advancement on queue, timed to the start of Mac World. So in Apples great all seeing wisdom, Apple foreseen the fact that tying product release to Mac World was impractical and to avoid being seen as a company who is now missing the queue, they decided to point out to the entire world that Apple and Mac World are nothing like one and the same thing by abruptly pulling out completely. It certainly is a stark and pointed stance to show as much.
The one thing Apple seems to have forgotten (as hard to believe that Apple fails to take note of any minor PR detail) is that dumping Mac World leaves the Mac faithful who populated Mac World a little high and dry, troublesome for many given the good things Mac World and its attendees have done for Apple over the years. Of course when you are a control freak, control is the optimum thing; all else be damned. Even your fans. Admittedly, in seeing how Apple fans post online about what they think Apples vision is, I expect this move, and its motivations will come as little surprise to any of them. It appears that they already know that Apples business model is to maximize profitability by micromanaging every aspect of hands on control of every aspect of the company.
And that means anyone be damned if the bean counters determine a dime may be lost due to appeasing even the fan faithful at Mac World by actually gracing the place with their presence. The one problem with bean counters has always been that they see the nickles and dimes as the beans and they too often forget its real humans who supply the nickles and dimes.
Good luck Apple.
When Apple announced last year that the 2009 Macworld conference would be its last, there were some rumblings as to whether the show could continue without Apple’s presence - and the big keynote speech that the company offered every year.
No one ever said the show would die - but you kind of have to wonder how long it can make it without the draw of Apple. Still, it appears that the show will go on. IDG World Expo, which runs the show, sent out a news release this morning to announce two full days of technical conference content related to the new Snow Leopard operating system. In the release, Paul Kent, Macworld general manager and vice president at IDG World Expo, said:
When Apple releases a new OS, Macworld is the first and best place to learn how to use and maximize its capabilities. Macworld provides the community with the education, hands-on training and support needed to get more than they ever thought possible out of these new tools. The Macworld 2010 sessions on Snow Leopard and Final Cut Pro 7 are just the beginning of our cutting-edge conference agenda.
For years, the draw of the show has been the anticipation of new product announcements by Apple. But, as times have changed, Apple has had little trouble luring tech press to its product announcement events. In fact, just today, Apple confirmed that it will host an event on Sept. 9 - though I’m still waiting for my invitation to land in my inbox. (Hint, hint, Apple PR)
Last year, the company said that it would no longer participate in the show. The final keynote speech, which was really sort of ho-hum and didn’t have any major earth-shattering news, was delivered by Marketing VP Phil Schiller, who was filling in for an ailing Steve Jobs.
Macworld 2010 is scheduled for Feb. 9-13 at San Francisco’s Moscone Center.
