Macworld Expo 2010 Caters to Apple Fans ? Without Apple

Like a Star Trek convention minus Leonard Nimoy, Macworld Conference and Expo 2010 kicks off Tuesday at San Francisco’s Moscone Center with no official presence from Apple.

Though the event will lack a Steve Jobs keynote and won’t have an Apple product introduction to generate buzz, 250 vendors will be showcasing Apple-related products at the convention, and a few key members of the Apple community will be giving speeches and presentations to the estimated 30,000 Apple fans who are expected to attend.

“The really important thing with Macworld is that it’s popular, and it’s one of the last bastions where just a regular old user can come, go shopping and go to conference sessions,” said Paul Kent, International Data Group’s general manager of Macworld Expo 2010. “Macworld in the absence of Apple becomes a fan fest.”

Apple in 2008 announced it was pulling out of Macworld because its retail presence had grown strong and trade shows were no longer necessary to connect with customers. Apple has expanded from just two retail stores in 2001 to 280 retail locations worldwide to date.

Ross Rubin, an NPD Group analyst, said Apple’s move symbolized its focus on a mainstream audience of consumers.

“It reflects Apple’s move beyond a core community of Mac enthusiasts through a very broad multiproduct company,” Rubin said.

Without Apple, Macworld remains a community event for Apple enthusiasts, developers and entrepreneurs to mingle and talk shop. This year’s show will highlight iPhone apps with a mobile apps showcase hosting 70 iPhone developers, according to Kent.

Attendees can also watch keynote presentations featuring members of the Apple community, such as New York Times technology columnist David Pogue, film director Kevin Smith, former Apple evangelist Guy Kawasaki and Daring Fireball blogger John Gruber.

Nonetheless, Macworld Expo’s future remains in question. In the past when Apple has pulled out of other Macworld trade shows, they each subsequently shuttered.

“Take a quick look at the history,” writes The Loop’s Jim Dalrymple, who has been attending Macworld Expos since 1996. “Apple pulled out of Macworld Expo Boston/New York — it failed; Apple pulled out of Macworld Expo Tokyo — it failed; Apple pulled out of Apple Expo Paris — it failed.”

As was expected, exhibitor numbers have seen a decline. Macworld Expo 2010 will feature about 250 registered vendors. 2009’s Macworld Expo saw 400 vendors.

IDG expects 30,000 attendees at Macworld Expo 2010. However, this number is not comparable with attendance in years past, because IDG made “basic admission” to the Macworld Expo 2010 show floor free. Previously, IDG charged $25 for a floor pass.

“We don’t pretend it’s not a big a deal that Apple is not participating in the show,” Kent said. “But the Mac marketplace continues to grow, and so has the value of having an independent company that serves as an advocate for the customers and the developers.”

Macworld Conference and Expo runs from Feb. 9 to Feb. 13. For the full schedule, visit the Macworld Expo website.

See Also: