Photos: Inside this year's MacExpo

Even Microsoft is going...

This year's MacExpo – the gathering for all things Mac and iPod related – is being held at the Olympia centre in London's Kensington and will run until Saturday. Even the local tube station has taken on a distinctly Apple-themed air.

Photo: Jo Best

The newly rehomed show features a number of exhibitors including the likes of Adobe, Macromedia and Quark, demos, tutorials and plenty of opportunities to play with a range of Apple gear.

Photo: Jo Best

The exhibition floor contains a number of 'theatres', where companies including Adobe and Rabid will be showing how to get the best out of software for Macs. Here, attendees get to take a look at the ins and outs of iTunes...

Photo: Jo Best

... as well as a display of how Apple products are used in the consumer world, such as using Macs as gaming machines...

Photo: Jo Best

... There's also a focus on the enterprise side of Apple. This rocket-shaped server from Sphere was launched at MacExpo.

Photo: Jo Best

But with so much Apple eye candy on show, some exhibitors are working even harder to catch the eyes of MacExpo attendees.

Photo: Jo Best

While some vendors opted for flash cars or girls dressed as nurses as get attention, Quark dominated the show floor with its huge green logo.

Photo: Jo Best

One exhibitor certainly catching the eyes of visitors is the Redmond behemoth. When silicon.com visited, Microsoft was arranging its next showdown with the Apple faithful at high noon...

Photo: Jo Best