Apple said trade shows, such as Macworld Expo, are a “very minor part” of how the company reaches customers. Instead 3.5 million Apple fans stream into Apple stores each week.
Macworld had been used as a platform to interact with developers and a way to talk to the press. However, Apple has created its own developer conferences and spread product announcement throughout the year to guarantee almost continuous press attention.
“So why pay IDG and be subject to its event requirements,” asked Apple analyst Avi Greengart of Current Analysis. “This will definitely weaken Macworld going forward.”
Although Macworld Expo promoters Wednesday promised “many more successful years of Macworld to come,” Greengart said the lustre is off the annual event.
“Without Apple’s participation, the event will lose the “must-attend” status,” the analyst told Cult of Mac. Greengart said Macworld Expo 2009 will likely be the last he attends, a decision he believes will be shared by other members of the press.
With attendance of influencers down, Macworld’s $1100-$1900 price for keynote seating becomes questionable.
Along with analysts and press, we’ll likely seen a slowdown in attendance from Apple developers.
“Many accessory vendors will simply consolidate around CES, since they’re already at that show anyway to meet with retail buyers,” Greengart said.
The break with Macworld Expo may signal a new age where Apple has greater leverage and is willing to exercise it. Apple can still attract Mac fans, but on its own terms.
One option is to emulate OracleWorld and create its own show free of IDG strictures, according to CNET. Another possibility is to use the growing popularity of Apple Stores to produce smaller events across the country.
Young fans of Apple products will likely use blogs and Apple Stores to get their technology fix rather than converge on Macworld Expo in San Francisco, wrote Tom Krazit.
6 responses to “Analyst: Apple-Free Macworld To Lose ‘Must-Attend’ Status”
Wow, real revelation there. Ace reporting.
The real surprise will be if the Macworld team is able to keep the conference going more than a year or two.
At last, a factual analysis. All the other sites are foaming at the mouth with speculation over Job’s health.
Yeah, this is what I was worried about. Apple pulls out, and the show hasn’t even happened yet but it’s dead on the operating room table. It’s so sad to watch.