I’m sure many of you have heard that this Macworld will be Apple’s last. Without Apple there, it invariably means the end of Macworld as we know it.

I’m of mixed emotions about this.

Why?

Every year, for the last few years, I’ve painfully deliberated over whether Macworld is a good investment for us or not.

Exhibiting at a trade show like Macworld is expensive – both directly and indirectly. Many people could argue that that money is better spent on other things like our website, AdWords or other marketing efforts.

In the end, I’ve always decided to do it because it helps us build relationships with our partners, the media, Apple, other developers and customers. Relationships are intangible, yet they can bear big dividends. For example, if I hadn’t met some Apple folks at Macworld 2002 (who pushed us to productize and sell Daylite), I doubt that Marketcircle would be what it is today.

The Internet, trial downloads and the Apple stores have made much of Macworld obsolete over the last few years. Each year, the decision becomes harder and harder. It was only a matter of time before we hit the tipping point. I think Apple pulling out is that tipping point. Because if Apple is not there, who is going to come to the party?

I don’t think the Internet will ever replace the act of getting together. It’s always fun and you meet so many new people that you wouldn’t otherwise. It’s great for relationship building.

So I hope there is some kind of (cost effective) replacement to serve the “getting together” need. Maybe IDG or someone else will come up with something. Or maybe Apple will change WWDC a bit to serve a dual purpose.

I was going to make my Macworld 2010 decision on the last day of Macworld 2009. That decision just got easier.

So let’s make the most of Macworld 2009 while we are at it. So get your discount pass and try to make it if you can.

Until next time…
AJ