Apple’s plans for growth require the company to penetrate diverse markets, and the selection of events at which the company will take part in the coming weeks underlines the breadth of its corporate growth strategy.

The company’s exhibition schedule runs the gamut – from consumer event Stuff Live in London and Amsterdam’s film-&-broadcast event IBC to the US Government Video Technology Expo in Washington; not excepting its own major European Apple show, Apple Expo in Paris next week.

High-end business markets

Today, the company is exhibiting at San Francisco’s OracleWorld conference, which was interrupted by a bomb scare last night as US tensions run high on the run-up to the anniversary of the September 11 attacks.

OracleWorld is dedicated to Oracle technology and this year saw Oracle CEO, former Apple board member, and Apple CEO Steve Jobs’ close friend Larry Ellison introduce grid computing capabilities within that company’s 10g product.

Apple and Oracle are known to be working together to ensure that Mac OS X is capable of harnessing Oracle technologies.

Consumer markets

In the UK, Apple products – including Power Mac G5s and the new 40GB iPod – will be on show with help from UK retail partner John Lewis at Stuff Live 2003 at Olympia from September 26-28. This event focuses on gadgets and consumer technology, and was a UK launch-point last year for products from Archos and Slimp3.

Apple is also pushing home its message to the creative digital-video markets. The company plans a major presence at Amsterdam’s IBC event, which starts this weekend. Apple’s senior VP worldwide product marketing Phil Schiller will host a special briefing on the future of digital production at the show.

A piece of government

The company is pushing its products beyond the creative markets, as it makes serious pitches for business from SMEs and government clients. It will appear at the US Government Video Technology Expo December 3-4 in Washington DC. The event runs in conjunction with DigitalMediaDC. The first event is exclusively for government video professionals and offers “the latest professional video, audio and multimedia products and services available.” DigitalMediaDC is described as: “The East Coast’s premier training and educational event for professionals in the TV, video and multimedia arenas.”

The focus on video continues for Apple UK on September 23 at Bristol’s Watershed Media Centre, when AT Computers and Apple will present a free half-day seminar on Apple’s latest video-editing solutions.

Europe and beyond

Finally, Apple CEO Steve Jobs will present a keynote speech launching the company’s major European Apple event, Apple Expo, in Paris on September 16. Speculation exists that Jobs will introduce new PowerBooks at this event.

Speaking to analysts on September 4, Apple’s chief financial officer Fred Anderson suggested the company’s strategy to expand its pitch to new markets.

“We have solutions for architects, lawyers, medicine, and real estate,” he said. He also discussed renewed interest among enterprise and government IT shops, attracted by Apple’s lower cost of ownership and Unix core. He said Apple’s government sales had risen 50 per cent during each of the last two quarters.

“I believe that as revenue grows, there could be substantial operating margin leverage in the company,” Anderson said.