Following years of non-attendance at UK shows, Apple has finally put pen to paper and signed up for the largest stand at November's MacExpo – to be held at London's Business Design Centre in Islington. Apple also announced today that it would not be releasing any new products at its European Apple Expo in September.
Before this dramatic announcement, Apple was to exhibit at only one major European show – the Paris-based Apple Expo (September 26-29).
Last year's Paris-based European Expo was blasted by many UK attendees as "too French". Apple's move to exhibit in London is sure to delight UK Mac users, who haven't seen a proper Apple show since 1997. Apple did plan to attend major London shows in 1998, 1999 and 2000 – but pulled out of each at the last minute.
Show organizer Bob Denton told Macworld that "Apple very enthusiastically wants to support MacExpo, and has now confirmed attendance by booking the largest stand in the building".
Apple UK has a management team – under managing director Mark Rogers - installed since the last series of Expo exits, and it is expected that a no-show is unlikely this year, with OS X to show off.
Giant OS X theatre Apple is expected to create a giant theatre area to show off its first significant upgrade to Mac OS X. Version 10.1 of the new operating system is likely to be officially launched the Paris show –at July's Macworld Expo in New York, Apple CEO Steve Jobs announced that OS X 10.1 would ship in September. MacExpo therefore will be the first chance UK users get to see the much-improved operating system at a public show.
Jobs at Paris, not London Jobs will host the keynote speech that will open Apple Expo in Paris on September 26, but it is highly doubtful that he will attend the much smaller London event.
Apple Expo 2001 will be held at the Paris Expo in Porte de Versailles.
“My keynote will focus on Mac OS X v10.1, the super-fast new version of Mac OS X, and our revolutionary new iDVD 2 software, which lets users create their own custom DVDs that can be played on consumer DVD players,” said Steve Jobs.
“This has been an incredible new product year for Apple, so we don’t plan to launch any new hardware products in Paris this year.”
Apple and the MacExpo organizers will issue a press release tomorrow, so expect more news here.
Special features Following the success of last year's show, MacExpo has been expanded to three days – Thursday 22, Friday 23 and Saturday 24 November.
Special features of the show include:
A Games and Edutainment feature, which will gather the latest in entertainment and home education.
A Developer’s feature that will prompt small-to-medium developers to bring their products and demonstrate them at MacExpo.
An Internet Design & Art feature, gathering all the best in Web site design and graphics.
A Solutions Expert feature, focussing on the experts in a particular subject area that can give best advice on the appropriate solutions for that sector.
A Music and Audio feature, which will build on Apple's iTunes product to show users how to make the most of the audio capabilities of their Mac.