Macworld Expo the 1990's - On the brink

MWE SF 1990: The 40MHz Macintosh IIfx made a big splash at the first Macworld of the 90s, despite its six-figure price tag. One of the reasons for all that speed was the launch of a Mac-only graphics-editing program by a little company named Adobe, which generated quite a bit of interest on its own.

 

MWE Boston 1990: HyperCard 2.0 was all the rage at the subdued summer Macworld, but even Apple’s own booth had a hard time competing with the DTS’ dogcow buttons inscribed with her famous catchphrase, “Moof!”

 

MWE SF 1991: Developed to optimize the 68000 line of Macs, the slick, streamlined System 7 was the co-star of Macworld, sharing the limelight with Apple’s new multimedia app. Sculley’s keynote was its usual shade of dull, save the impressive QuickTime tour of Ben & Jerry’s Vermont factory, which roused the crowd from its slumber. Also unveiled were a series of networking products, including the Macintosh LC Ethernet card.

 

MWE Boston 1991: While PowerBook rumors were flying and many Mac users were getting their first glimpse at System 7, the trade floor was still buzzing about a bombshell announcement just weeks earlier. Industry rivals Apple and IBM (and Motorola) put aside their differences and entered into a unique partnership that would eventually produce the microchip that would power the Mac for more than a decade.

 

Macworld Expo Tokyo 1991-1992: Just because Apple didn’t bother to release any new products (although CEO John Sculley did cut the ribbon on opening day) doesn’t mean Macworld Tokyo had a hard time filling the Makuhari Messe convention center when it opened its doors on Feb. 13, 1991. A rabid overseas fanbase was eager to get their hands on the latest and greatest in Mac apps and accessories, and Apple embraced its new audience with open arms.

MWE SF 1992: Continuing the theme of the prior year’s conference, Macworld 1992 featured hundreds of new applications using QuickTime and an astute prediction from Sculley: “I believe pervasive networking will be the driving force of the information industry during the 1990s.” The Mac may have been this crowd’s “ideal multimedia machine,” but an ex-Apple employee’s latest OS was making some noise up the road as the NeXTWORLD Expo opened its doors to those who wanted to think slightly differenter.

 

MWE Boston 1992: After a successful PowerBook launch the prior October, Apple used Macworld Boston to upgrade its best-selling model with more RAM and a lower price point, setting the stage for a series of dockable PowerBook Duos that would be released in the fall.

MWE SF 1993: Held entirely at its now-permanent Moscone Center home, Sculley used his final Macworld San Francisco keynote to unveil a host of imaging products, including ColorSync, LaserWriter Pro workgroup printers, StyleWriter II personal printer, Apple Color Printer and Apple Color OneScanner. Making all those projects that much easier were the Apple Adjustable Keyboard and ADB Mouse II, Apple’s first teardrop-shaped clicker.

 

 

MWE Boston 1993: The best product Steve Jobs didn’t have a hand in, Sculley finally rolled out the Newton MessagePad at Macworld Boston, more than a year after publicly demonstrating its prototype. Unlike anything on the market, Newton was a bold device with a brilliant interface that ought to have been as popular as the iPhone. Instead, only a few hundred thousand were sold over its four-and-a-half-year reign.

 

MWE Tokyo 1993: Apple’s first product launch outside the United States brought a slew of new hardware, including the Macintosh Color Classic, Macintosh LC III, Macintosh Centris 610 and 650, Macintosh Quadra 800, PowerBook 165c, and the LaserWriter Select 300 and 310 laser printers. All those new products paid off, as the expo attracted nearly 100,000 attendees in just its third year.

 

MWE SF 1994: With more than 70,000 attendees on hand to celebrate the 10th anniversary of the Mac, the sprawling Apple booth didn’t disappoint. Visitors were met with a slew of new products, including a walking tour of its online service, eWorld, along with the recently released Macintosh TV and Powerbook Duo 270c. But buzz on the floor was mostly surrounding the upcoming PowerPC transition, which promised faster, more powerful Macs for the next decade.

 

MWE Boston 1994: The critical, if not commercial, success of Newton brought some 70,000 attendees to the following year’s Macworld Boston, forcing Apple to set up its booth across the street from the World Trade Center. It was worth the trip, as new Power Macs showed off the capabilities of the first PowerPC chips and System 7.5 introduced users to Stickies, WindowShade and the Control Strip.

 

MWE Tokyo 1994: Instead of showing off OS 7.5 for umpteenth time or adding another PowerPC model to its Power Mac line, Apple took the wraps off the QuickTake 100 digital camera. Designed in association with Kodak, the QuickTake looked more like a pair of binoculars than a camera but made an instant splash with the expo crowd. Also introduced was Color StyleWriter printer, to make sure all those photos looked their best.

 

MWE SF 1995: As expected, the chip transition was in full swing, with PowerPC Power Macs drawing attention at the expo, but the most excitement centered around Power Computing, the first company to take advantage of Apple’s licensing program.

 

MWE Boston 1995: Trying to steal some of the thunder from the forthcoming Windows 95 release, Apple demoed Copland in all its buggy, crashy glory on brand-new AppleVision displays. Be thankful it failed; if not, Steve might never have come back.

 

MWE Tokyo 1995: Apple welcomed a new clone manufacturer to its ranks, Japan-based Pioneer Electronic, and proudly took the wraps off the active-matrix PowerBook 5300c, which thankfully didn’t explode on the stage. The same can’t be said about the Singapore plant that was manufacturing them.

MWE SF 1996: Sinking revenue and executive board shake-ups cast a dark shadow over Macworld’s 12th annual event, which saw a continued push away from Apple’s proprietary platform with the release of the PC compatibility card, capable of turning any Power Mac into a dual micro-processor system capable of running Windows 95.

 

MWE Boston 1996: The first U.S. keynote by CEO Gil Amelio made some attendees long for John Sculley, but the 20 percent across-the-board price cut on the Performa line was certainly welcome, as was the Performa 6400’s new InstaTower case. Before dousing the Copland project with a giant bucket of cold water, Gil got the crowd riled up by declaring Apple was “transitioning from a dialogue that has centered on survival to a dialogue that’s going to center on excitement.” We think the excitement he was referring to had something to do with the imminent launch of the first issue of MacAddict magazine. That, or the return of Steve Jobs, we’re not sure.

 

 

MWE Tokyo 1996: CEO Gil Amelio announced the fruits of its partnership with Bandai in the form of a gaming console based on Apple’s Pippin technology. Officially called Pippin Atmark, the device was supposed to combine the best parts of each company into a super-computer-video-game-machine, and if you had stopped by Apple’s booth, it certainly seemed that way. Sadly, we know how the story ended.

 

MWE SF 1997: Steve Jobs’ first appearance on a Macworld stage was preceded by a lengthy, rambling Gil Amelio, whose three-hour, teleprompter-plagued speech may have inspired Jobs to take over speaking duties. Amelio was supposed to rev up the crowd by showing the stunning Twentieth Anniversary Mac and outlining Apple’s NeXT-based OS strategy, but botched the whole thing up, effectively ruining Steve’s big moment.

 

 

 

 

MWE Boston 1997: As late as July 2, Amelio was planning to deliver the keynote address at Macworld Boston, so when he was abruptly forced out July 5, all eyes turned to the new kid on the block. The excitement was palpable when the lights finally dimmed, and when Steve stepped out on stage to a 30-second standing ovation, a new era in Apple had clearly begun. And then he announced a partnership with Microsoft, drawing boos.

 

MWE Tokyo 1997: Before Steve killed the project later in the year, Apple teamed with Fujifim for its last attempt at a digital camera, the QuickTake 200, which used removable cards to store pictures but was lost in a sea of cheaper, smaller entries. Also introduced at the show were the Power Macintosh 4400, 7300, 8600 and 9600, and the Powerbook 3400c, which immediately assumed the short-lived position of the world’s fastest laptop.

MWE SF 1998: Just months before the iMac would turn the industry on its head, iCEO Steve’s first full Macworld San Francisco keynote brought no new products, but still had the crowd in awe with a surprise “one more thing” announcement: Apple’s profitable again.

 

 

Macworld Expo New York 1998: Making the move south to the Big Apple could have been disastrous for Macworld, but diehard Mac fans would have jumped a motorcycle onto a speeding train to catch a glimpse of the iMac. Attendance dipped noticeably from the prior year’s Boston show, but enough shows up to give Macworld East a permanent new home in New York City’s Jacob K. Javits Convention Center.

 

MWE Tokyo 1998: The Macworld Tokyo crowd cheered politely for the debut of the first Japanese-language Think Different ad, but went absolutely wild when Steve Jobs appeared on stage (via a taped message). He didn’t show off any new products, but assured the audience that Apple wouldn’t be leaving them out of their new OS strategy: “Apple is committed to having the best kanji (Chinese characters) systems in the world, and we're pouring even more into R&D toward that end.”

MWE SF 1999: A rainbow of iMacs greeted visitors to Apple’s booth, but all eyes were on “the world’s most open-minded personal computer,” a sleek tower dressed in blue and white with a hinged door for easy access to its G3 processor. And the color-coordinated Apple Studio Displays weren’t too shabby either.

 

MWE New York 1999: Say hello to the iBook. But first, say hello to Noah Wyle, star of “Pirates of Silicon Valley,” who fooled the crowd momentarily with his nearly-spot-on Steve Jobs impersonation (though he forgot to unscrew the cap to his water bottle). After a demo of the imminent OS 9, the real Steve unveiled Apple’s newest laptop, a candy-colored clamshell book that had a handle and looked strangely like a potty seat.

 

MWE Tokyo 1999: Steve’s first keynote at Macworld Toyko was basically a rewrite of January’s Macworld San Francisco presentation, with the exception of an untimely crash of the Power Mac G3 during Microsoft’s Internet Explorer demo. But all anyone really cared about were iMacs.

 

NEXT: Macworld Expo: The 2000's