Macworld 2010: Life Without Apple


Macworld Expo 2010 kicked off without the traditional Apple (s aapl) keynote on Tuesday morning. The iPad event last month and the Aperture 3 announcement yesterday highlight the difference between years past and this year’s Expo. Without Apple on the floor the show is a bit smaller, but the Mac faithful are still showing up in large numbers to attend training, mingle with colleagues and see what 250 exhibitors have to show to world.

What to See

The keynote this year is not a big Apple shindig on Tuesday morning as has been the tradition, but rather a Thursday musical variety show with David Pogue of the New York Times. Pogue is sometimes clever and always entertaining and a good choice to carry the big event at Macworld Expo.

Some other feature presentations that I would recommend are the Macworld DEMO: Best of Show, Guy Kawasaki’s presentation on Revolution from the Rest of Us, and John Gruber on Friday. The recently added iPad special event on Saturday might be interesting, but I suspect that we still don’t have enough information about the device to make it much more than a rehash of Apple’s announcement last month.

Macworld Without Apple

Apple decided to pull out of Macworld because it did not like being tied to making product announcements in the first week of January and had the retail stores to let people touch its latest products. As Tuesday passed by yesterday without Steve Jobs up on stage at Macworld, I reflected a bit on what that event might have looked like if Apple had stayed in the show.

The iPad event last month and the Aperture 3 announcement yesterday were big news, but probably still not enough for a “traditional” Macworld keynote. We would have wanted iLife ’11, MacBook Pro updates, Mac Pro announcements and more than just one hardware and one software product. I have a feeling that people would have been disappointed if Steve Jobs came out on stage yesterday with only the iPad and Aperture 3. Of course, if Apple had stayed, the Expo might have remained in the first week of January and nothing would have been ready to announce then. I wonder if Jobs had the foresight to see that there would not be any big products ready for 2010 a year ago when Apple announced that they would not be at this year’s event?

Macworld 2010 should provide a bigger stage for third parties to make big announcements and get some press attention without being upstaged by Apple or Adobe. There are some cool things coming this week, which we hope to show you over the next few days.



Apple believes it can promote its own products and could care less about all those companies that provide accessories to consumers, they are on their own. Apple believes it is the 800 pound Gorilla and can dictate to record companies and now publishers and get companies like AT&T to share their business and profits. Those that do not play ball like Adobe are painted as bad and competing products e.g. Netbooks as junk.

Steve Jobs expects to stand onstage and announce he has the cure for cancer and it is an Apple product and he knows the fan base will buy into that hype. Apple had this closed system view of the world in the 1980’s and is once again falling into this trap. Don’t misread the above that I hate Apple that is not the case, however you have to be honest enough to step back and see what is going on. Apple wants to go it alone that is fine, there are enough companies out their who will bend over and bow down.


“I have a feeling that people would have been disappointed if Steve Jobs came out on stage yesterday with only the iPad and Aperture 3.”

Steve Jobs could stand onstage and announce a cure for cancer and people would still be disappointed.


So, Kevin Smith isn’t a recommended feature presentation to you? Say what you will about his films, but regardless, the man knows how to rock the mic.


Kevin Smith is relevant to Macs?

Neither is the booked magician David Pogue.

Macworld is turning into a circus.


Pogue writes books on Apple Products, and Smith is an avid apple user: h
e edits all his films on Final Cut.

Weldon Dodd

Kevin Smith isn’t exactly family friendly and I didn’t want to push an “adults only” presentation. I thought he was hilarious, even if his comments had close to zero connection with Apple, Macworld Expo, or even technology in general.


“see what 250 exhibitors have to show to world.”

I’m sure most of them are selling the same iPod accessories.

Nothing to see here, move along.

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