In case you haven’t heard, it’s the Apple drama heard round the world: Steve Jobs will not be delivering the Macworld 2009 keynote, and Apple won’t be there in 2010.
In a Tuesday update to Apple’s official PR center, the company cited the reduced need for tradeshows. “Apple is reaching more people in more ways than ever before, so like many companies, trade shows have become a very minor part of how Apple reaches its customers,” it reads. The report also cites that their presence at other shows including “NAB, Macworld New York, Macworld Tokyo and Apple Expo in Paris” has diminished as well.
This move comes hand-in-hand with the announcement that Apple CEO Steve Jobs is leaving the keynote address in the hands of VP of World Wide Marketing Phil Schiller. This revelation, more than anything, has served to reignite the impassioned belief that Jobs is once more suffering from pancreatic cancer.
Apple, however, has been quick to dismiss the concerns. Apple representative Steve Dowling points to simple economy. “Phil is giving the keynote because this will be Apple’s last year at the show,” he said. “It doesn’t make sense for us to make a major investment in a trade show we will no longer be attending.”
CNBC correspondent Jim Goldman also cites sources inside the company who assert it was a political move.
I can tell you that sources inside the company tell me that Jobs’ decision was more about politics than his pancreas. Sources tell me that if Jobs for some reason was unable to perform any of his responsibilities as CEO because of health reasons, which would include the Macworld keynote, I should “rest assured that the board would let me know.
In truth, Apple has been attempting to distance itself from Macworld for some time. A 2005 move to Massachusettes by Macworld organizer IDG promptly fostered estrangement as Apple pulled out of the event. With no star attraction, Macworld 2005 was officially canceled.
As the rumor mills continue to gnash their teeth about Steve Jobs, only one simple fact remains: Apple is healthy enough to run trade shows of its own. Divorced from the need to gain mindshare at Macworld, it’s no surprise that they’ve turned to their own devices.
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