Apple today announced that they are bidding farewell to Macworld Expo and CEO Steve Jobs will not be presenting the keynote speech as usual. In his place, Senior Vice President of Worldwide Marketing Phil Schiller will deliver the keynote.
In recent years Apple have scaled back their presence at technology expo and conferences, pulling out of Macworld Expos in Tokyo and Boston, Apple Expos in Paris and London, and the NAB conference. In its press release, Apple states, "The increasing popularity of Apple's Retail Stores, which more than 3.5 million people visit every week, and the Apple.com website enable Apple to directly reach more than a hundred million customers around the world in innovative new ways."
They cited that same reason for not attending those other trade shows.
Previously, Adobe announced a much reduced presence at Macworld by not exhibiting but having training sessions instead and Belkin, one of Macworld's largest exhibitors pulled out despite having confirmed and paid for their booth.
What will this mean for Macworld Expo, the Apple community, and trade shows in general?
It is a tough economic time, companies are being forced to reduce its non-core commitments around the world. Layoffs are just one announcement away and everyone is tight on budgets. With the internet as far reaching as it has ever been, many companies see trade shows as a non essential factor. Why attend or run one event costing millions of dollars that only thousands will go to when you can reach hundreds of millions every day with only a fraction of that cost?
Apple has never been in a better position to reach its customers and community. Apple Stores are opening worldwide almost every month. They attract millions per week and generate the best retail revenue for any technology company. When Apple announced the revamped notebooks several weeks ago, it was within their own terms on their own campus. In the past, that would have been a massive Stevenote at Macworld. Having those unveiled outside of Macworld Expo should have raised a major red flag but because Apple have done it in the past–Mac Pro and XServes announced before Macworld Expo 2008–it went with little suspicion.
Will Macworld Expo go on? Slim chance. Without Apple, Macworld Expo in Boston was a much reduced show and IDG ended the east coast conference soon after although expos in Paris and London are still yearly events though again, much reduced and in the case of London, refocused to other interests.
Moments ago IDG World Expo General Manager Paul Kent responded to Apple's withdrawal with this statement:
"We are committed to serve their interests at the Moscone Center, January 4-8, 2010. Future events will continue to provide quality education, dynamic product viewing and will additionally focus on the amazing ways people are putting Apple products to work across all endeavors from desktops to iPhones to games to music.
"We look forward to many successful years of Macworld to come."
A similar statement was released shortly after Apple announced its withdrawal of Macworld Expo Boston.
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