Mac Expo and the Launch of Leopard

Lots of Space as No Apple Stand!

I have to say that if I’d paid £15 per person to come into this years Mac Expo I’d be decidedly disappointed. In our case, having got complimentary tickets we made the best of it and headed off into central London.

Anyway, what was wrong with the expo? Firstly it was noticeably smaller – although having the seminar theatre made up for it a bit, the biggest absence was glaringly obvious the moment you walked through the door – Apple themselves.

Last year they had the largest stand at the show, and had their entire range of hardware and software on show for you to play with. I wanted to have a play with the new iPod’s and they were nowhere to be seen – other stands had the new iMac’s to play with, and the organisers had managed to pull together a number of Mac’s to demonstrate what you could do with the platform. There were some big stands though – with Quark, HP and Microsoft all having big stands. Amusingly Microsoft were trying to plug Office 2008 – but demo wise aside from the Mac version of Expression, only had Office 2004 to show.

So where on earth were Apple? You didn’t have to go very far to find out. A trip on the Underground up to Regent Street and at the flagship UK Apple Store and you found out – it was absolute chaos!

An Empty Apple Store

When we got there at 4pm the store itself was closed, but was filled with a lot of staff frantically rushing around ready for the 6pm launch of Leopard. There were seemingly as many on the pavement outside. Several were managing the queue that even at this point was around the corner of the block and halfway over to Hannover Square – many sitting there with MacBook’s open. Other staff were fielding questions from people wanting to go into the store – one was even running an impromptu Genius Bar with a girl who had come up especially with a MacBook problem.

We hung around outside the store for a bit, and overheard a couple of conversations which highlights quite what the store is known for. Firstly a guy came past and asked why the store was closed, and was told it was for the launch of a new operating system – “What, for the iPod?â€? came the reply. I heard other people describe it as “The iPod Storeâ€? too.

Not wanting to hang around in the queue – I’m doing my usual wait-and-see with regards to Leopard – we headed off to have some dinner, and came back just after 6pm to see how it was going.

After 6pm it was even more chaotic. Crowded around the doors were camera crews filming the events, the rush hour commuters were all trying to get past on the street, and the queue had now reached back round into Hannover Square itself, despite the store now being full of customers putting down the cash for Leopard and in some cases putting down a lot more money to buy a new Mac. If you want to see what the launch was like from someone in the queue, check out this great photo set by Christianno Betta – as you can see from this set he also got a copy of Leopard too.

So that it seems was where Apple were. Whilst the Mac Expo organisers we’re busily trying to attract people by opening late for the launch – the real action, and all the hard-core Apple fans were queuing outside the Apple Store hence it was all hands on deck for that, and I guess they couldn’t spare the staff to man a stand at the show.

Just as a postscript, looking at the seminar schedule, Apple are going to be there today – demonstrating Leopard not surprisingly! It wasn’t a total dead loss from our point of view either, as over in the corner we found the stock picture site that Beth has been using for some of the online look of Displaced Moose who said that there are no problems with her using the same images on her business cards – the only no-no is reselling the pictures themselves.

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