For anyone who attended the very first Macworld San Francisco and then skipped the next 24, this year’s event might seem awfully similar to that very first show. Hot on the heels of the runaway success of the Mac and its own successful launch, Macworld magazine tapped event coordinator Peggy Kilburn in 1985 to develop a conference that “will bring (attendees) in contact with the people who best understand the far-reaching effects the Macintosh will have in business, schools and at home.”

It was held in Feb. 21-23 and Steve Jobs didn’t even step foot in Brooks Hall, let alone address the crowd. Similarly, this year’s event won’t take place until February--abandoning its traditional January time slot held since 1986--and Jobs won’t be attending.

But there’s something fitting about Macworld returning to its roots for its 25th anniversary. Before Steve turned it into his personal showcase and the Apple booth had to be draped in black curtains, Macworld was a place for fans and professionals to share ideas free from the prying eyes of PC users, where product announcements were welcome but not necessary, and the keynote was the least interesting part of the show.

 

 

Macworld Expo the 1980s - The decade of the Mac

Macworld Expo San Francisco 1985: When the doors closed on the first Macworld, which shared exhibit space with a boat show double-booked for the same weekend, more than 10,000 attendees had walked through its doors, and the bad taste from the Super Bowl XIX “Lemmings” ad was all but washed away. Hot items for the fledgling Macintosh included the Lotus Jazz office suite (but surprisingly, not Macintosh Office), MacPrompter for scrolling text, and a slew of video and imaging apps that leveraged the Mac’s powerful graphics capabilities.

 

Macworld Expo Boston 1985-86: While Apple kept a decidedly muted presence at the first two Macworld Boston Expos, the east-coast show quickly became cemented on the calendar of Apple fans and developers. With more than 500,000 Macs in circulation and the resignation of Steve Jobs fresh on their minds, attendees had more than enough to talk about at that first event, held Aug. 21-23, 1985, at the Bayside Exposition Center, and touted as a chance to see “all of the elements of the Macintosh Office. ... The 512K Macintosh, the LaserWriter, and AppleTalk, as well as Jazz from Lotus, are just a few of the products you’ll get to see.”

 

MWE SF 1986: After observing such a successful inaugural show, Apple CEO John Sculley--who reportedly credited Macworld for reinvigorating Apple after a disappointing end to 1984--took full advantage of the second annual expo, which expanded to the Civic Auditorium to accommodate larger crowds. While not quite worthy of Stevenote status, Apple’s less-than-charismatic leader unveiled the SCSI-equipped, 8MHz Macintosh Plus and pricey LaserWriter Plus during his keynote presentation.

 

MWE SF 1987: A heavy focus on desktop communications and networking brought the long-awaited AppleShare file server software and AppleTalk PC Card, and delivered effortless, cross-platform file sharing long before IBM developed its own solution. A major component of the floundering Macintosh Office, AppleShare survived long after Apple’s desktop publishing suite was sent to the junkyard.

 

MWE Boston 1987: Apple landed in Boston ready to show off HyperCard and script language HyperTalk, one of the first apps to utilize the hotlinking hypermedia concept that would become the cornerstone of the World Wide Web. Also making their debut were MultiFinder 5.0, the AppleFax modem and ImageWriter LQ.

 

MWE SF 1988: With some 350 exhibitors and 25,000 attendees, MacWorld kicked off its fourth annual San Francisco show with an emphasis on the Mac’s business capabilities. In his keynote speech, Sculley stressed Apple's commitment to networking and connectivity advancements, and introduced the zippy Laserwriter II family, with up to 8 pages per minute of printing power.

 

 

MWE Boston 1988: Apple CEO John Sculley may have landed in Boston to show off the Apple Scanner, but the buzz on the trade floor was all about the Macintosh II, as developers showed off an array of drawing, writing and CAD tools to leverage the power of Apple’s newest Mac.

 

MWE SF 1989: Breaking a pattern of adding an “X” to Macs fitted with a Motorola 68030 processor (maybe Sculley didn’t want to announce the Mac SEx to a raucous convention crowd), Apple used its biggest stage to release the SE/30 upgrade, a Mac that would be as popular as it was long-lasting. Among the show favorites was the streamlined Claris MacWrite II, one of the last times a Claris product would be among the show favorites.

 

MWE Boston 1989: For the fifth anniversary of the Macworld Expo, Sculley opted to keep the anticipated Macintosh Portable (which would make its debut a month later, on Sept. 20) under wraps, and instead showcased the Mac’s educational possibilities with the Visual Almanac, an interactive multimedia demonstration kit for the classroom that utilized Apple’s groundbreaking HyperCard.

 

NEXT: Macworld Expo: The 1990's

 

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

 

Macworld Expo the 2000's - Apple's return

MWE SF 2000: With the renaissance in full swing, Steve announced Apple’s next-generation operating system in earnest at the first Macworld of the new millennium. With “state-of-the-art plumbing,” “killer graphics” and a 12-month, “gentle migration,” Steve introduced the masses to the blue-tinged world of Aqua of the Dock and kept his promise: A public beta was in our hands by September.

 

MWE New York 2000: Indigo, Ruby, Sage and Snow iMacs, dual-processor Power Macs, optical mice, translucent keyboards, iMovie 2, and 15-, 17- and 22-inch displays. None stood a chance against the star-crossed star of the show, the jaw-dropping Power Mac G4 Cube. Everyone wanted to take one home, but strangely, few people actually did.

 

MWE Tokyo 2000: After an quiet debut in 1999, Steve pulled out all the stops in 2000, unveiling brand-new portables and Power Macs, including the iBook Special Edition and Pismo PowerBook. Steve also made good on his ’98 vow to include the highest-quality Japanese fonts in OS X.

 

MWE SF 2001: One of Jobs’ shining moments (even by his standards), the 2001 Stevenote featured a shipping date for Mac OS X, two more pieces of the digital hub (iDVD and iTunes), SuperDrive-equipped graphite Power Mac G4s, and the piece de resistance, the “mega-wide,” one-inch thick Titanium Power Mac G4. Suddenly, all was right-side up with the world (including the Apple logo on the case).

 

MWE New York 2001: A preview of Mac OS X Puma (and a few lengthy third-party demos) brought scarcely any new features, but faster iMacs and Quicksilver Power Macs promised an all-around zippier experience.

 

MWE Tokyo 2001: The final aesthetic flourish for the iMac brought the trippy Flower Power and Blue Dalmatian patterns and added CD-RW drives to accompany iTunes 1.1 Joining the art-deco all-in-ones were new Power Mac G4 Cubes, which also added the elusive CD-RW drives.

MWE SF 2002: A 14-inch iBook joined the wildly popular 12-inch “ice-book” family and iPhoto rounded out Apple’s digital hub vision, but the show-stopper was the flat-panel iMac G4, an overdue update that was well worth the wait. Part-computer, part-sculpture, the “Sunflower” iMac firmly cemented the Stevenote as the greatest show on earth.

 

MWE New York 2002: A notably lackluster presentation eliminated Apple’s free e-mail in favor of a paid service and delivered a rehash of the Jaguar demo Steve gave two months earlier at WWDC. No killer new products to speak of, but iSync, iCal and iTunes 3 made their debut, along with solid-state iPods (with Windows support) and 17-inch iMacs, but attendees couldn’t help but notice the spring was missing from Steve’s step.

 

MWE Tokyo 2002: Steve crammed another 5 gigabytes into the diminutive iPod music player as the Macworld Tokyo expo was moved to the more spacious Big Sight convention center for Apple’s last overseas splash. Turned out the switch was prophetic, as Steve took the wraps off the stunning 23-inch Cinema HD display, Apple’s largest to date.

 

MWE SF 2003: Final Cut Express, Airport Extreme, iLife, Keynote and Safari would have been enough for most company’s trade shows, but not Apple. After nearly two hours of nonstop announcements, Steve saved the best for last: The largest (17-inch) and smallest (12-inch) PowerBooks ever, dressed to the nines in classy aluminum.

 

MWE New York 2003: After Steve bailed on his annual keynote to protest IDG’s plan to move to the expo back to Boston the following year, the show, now known as Macworld CreativePro Conference & Expo, found itself in a tailspin. Apple fulfilled its commitment to exhibit--and even announced the availability of Soundtrack as a standalone product--but the thrill was most definitely gone.

 

MWE Tokyo 2003: On the heels of the east-coast shake-up, Apple abruptly pulled out of the Japan show, too, and IDG cancelled the event altogether.

MWE SF 2004: A somewhat disappointing keynote delivered Garageband and way too much John Mayer, but still finished on a high note as Steve unveiled the product no one knew they needed: a smaller iPod in a rainbow of flavors.

 

MWE Boston 2004-2005: A pair of intimate Boston expos closed the book on Macworld East for good, as IDG vowed to focus its efforts on the sole remaining show in San Francisco.

MWE SF 2005: Also known as the keynote that brought down ThinkSecret, Steve took to the Moscone stage in 1995 looking to capitalize on all the attention Apple was getting. Along with a new iLife and a surprise successor to the defunct AppleWorks, two low-priced products sought to dispel the notion of Apple as a high-priced niche company: the $99 iPod shuffle and $499 Mac mini.

MWE SF 2006: Apple kicked off the Intel transition by fitting its two most popular Macs with Core Duo processors. Little was changed from the new iMac aside from its new brain, but the PowerBook underwent a series of tweaks and refinements, including the retirement of its famous name “because we’re kind of done with Power and we want Mac in the name of our products.”

 

 

 

MWE SF 2007: The last great Macworld keynote ever. Nuff said.

MWE SF 2008: With the near-impossible task of following the launch of the iPhone, Steve took the stage for his last Macworld San Francisco keynote with a bag full of assorted treats--cheaper Apple TVs, iTunes movie rentals, iPod touch and iPhone software updates, Time Capsule--and one big trick. Steve’s lasting image as the master of Macworld ceremonies: sliding the Macbook Air out its plain manila envelope.

MWE SF 2009: Apple’s final Macworld appearance was preceded by letter from Steve explaining his “nutritional problem” and “decision to have Phil deliver the Macworld keynote,” so attendees were prepared for a lackluster event. Apple surprised some with the new 8-hour, 17-inch Mac Book Pro, iLife ’09 and iWork ’09, but it just wasn’t the same without the man who made it all happen.

 

Macworld Expo elsewhere

Building off the success of U.S. shows, a number of expos around the globe tried to capitalize on the Macworld name, to limited success:

1989: Macworld Canada

1991: Macworld Mexico, Hong Kong, Stockholm and New Zealand

1992: Macworld Barcelona, Paris (cancelled due to popularity of Apple Expo)

1994: Macworld Expo Summit (Washington, D.C.)

1996: Macworld Taiwan

2004: Macworld UK

2005: Macworld on Tour (only schedule date, in Kissimmee, Fla., cancelled)