Apple Computer maintains such a firm grip on its technology and architecture that at Macworld Expo San Francisco it was the accessory vendors who were elbowing each other for space on the show floor. In all my years attending personal computer trade shows, I cannot recall ever experiencing such a territorial separation. Interestingly, I have learned just recently that Apple is planning to launch a Made for iPod brand mark, which, by my estimation, will be yet another licensing abyss into which accessory vendors will dutifully and blindly dive headfirst.

“Paint it White” and placing the lowercase letter i before anything should be the golden rules of Macintosh-based product development and marketing. I remain convinced that almost anything painted white could have been sold on the show floor as some sort of enhancement to the computer and audio experience. Those companies that did not take the hint prior to the show were copiously taking notes and running out to local hardware stores to remedy the situation.

The proliferation of i-branded products, and the launch of the Mac mini, will spur vendors to deluge the market with an onslaught of targeted accessories. Some have all ready hit the market: mini Tower, mini Grandstand, and my favorite, the mini Skirt—a glow-in-the-dark pedestal. My suggestion is that you march on down to your home supplies store, pick up a piece of glass-block, and rest your Mac mini on that.

If you were to discount all of the vendors marketing and selling iPod, audio, and PowerBook and iBook accessories on the show floor, add another five percent for those defying logical categorization, and then throw in another ten percent for vendors who simply kicked back Web site content at their booths, there was really about two hours of time to be spent on the floor. It had me wondering why attendees put up with it. And then it came to me. This is the only game in town. I found it odd when Steve Jobs kept likening time spent at Apple Stores as miniature, not mini, Macworld Expo experiences, with all of the hardware and software on display and the knowledgeable people at the ready to answer questions.

Most of my time was spent in the specialty software section comprised of one-square-meter booths, where companies that could not afford the hefty real estate prices passionately displayed and discussed their wares. It was a pleasure to spend time in this area. Not all of the products were ready for prime time, but that didn’t matter as much to me as the collective level of enthusiasm.

I came across two firms that exemplify the range of applications and services. The first was Corriente Networks and its software-based WiFi RADIUS server entitled Elektron. It’s economical, intuitive, and presently a part of my home network infrastructure. The second one was Beezwax Data Ltd., a consulting firm specializing in helping businesses manage their data, and it is the maker of the Hive line of contact managers and organizers, all built upon FileMaker Pro. I was taken aback by just how much FileMaker Pro has progressed. The last time I worked with the application, it was a Claris product.

Toward the end of the show, I just had to find a place to sit down on the show floor, and as luck would have it, I sat right down with the IDG trade show manager for the show in an empty booth. We got to talking, and once I explained that this was my first Macworld Expo San Francisco and that I had attended 20 years of personal computer trade shows, she started asking me all these questions about the show itself. I tried my best to answer all of them. I even sent mail to a whole slew of IDG executives about the show as a follow-up. At first they were cordial, but when I pushed the idea of specifics and having someone who could objectively and constructively criticize work with them, they dialed back their enthusiasm.

Macworld Expo, whether it be in San Francisco or somewhere on the East Coast, is going to have to change with the times and realize the shifts in the marketplace. Without Apple as its cornerstone, the folks at IDG masterminding Macworld Expo Boston are going to come to a rude awakening. I would ask them to give me ten reasons why to attend. At this point, I would settle for five highly specific ones, which do not include the panel discussions or conferences. There should be at least a handful of reasons for an exhibits-only attendee to show up at the front door of the exhibit hall.

I can think of a number of ways, one in particular, but before I start doling out free advice to IDG, I would like to hear what it has to say on the matter and what if any plans it has to make its East Coast show a success, insofar as attendees are going to want make it a yearly event on their calendars.

Were there things to write home about? Of course. The Mac mini, the iPod shuffle, Corriente Networks’ Elektron, Griffin Technology’s RocketFM, and Delicious Monster’s Delicious Library, to name a few. Whatever you do when attending or displaying at Macworld Expo, do not lose the passion, otherwise it is Game Over! Hey, I need more quarters.

Copyright © 2005 David Blumenstein, dblumenstein@atpm.com. When technology ceases to be a passion, David will hang up his keyboard, but not before. Until then it is enterprise and telecom engagements across the globe. The Segments section is open to anyone. If you have something interesting to say about life with your Mac, write us.