ONCE THE NUREMBERG Rally of the Apple faithful who were whipped to a frenzy by their Messiah Steve Jobs, MacWorld has become the Women's Institute Meeting of technology gatherings.
A mate of the INQ was sitting in the press room the other day. He said he had the only PC in the place. All the other hacks were looking at him strangely as they sipped their Apple Kool Aid and cut and pasted the press releases from the various Apple suppliers into their various columns. Well that is thinking different.
But without Jobs showing up there was nothing really interesting to report.
Apple itself made such a dull announcement it convinced shareholders that the outfit had lost its way completely and share prices fell by 2.3 per cent.
Announcements that Apple is going to increase the amount of catalogue that is now DRM friendly was loved by the US press, but anyone with half a brain knew that Apple was behind other music suppliers on this score. Another thing they didn't notice was that the new agreement meant that most of the songs that are flogged on iTunes will increase by 30 cents, bringing an end the 99 cents deal.
The other announcement was an expensive new 17-inch Macbook which was so innovative you apparently are not allowed to take out the battery when it dies. Instead you have to go to the Apple store and have one of its black shirted experts do it for you.
Lets be clear here... if you hand over $2,799 you expect to be allowed to replace the battery. We guess if you are moronic enough to spend this amount of cash on what is otherwise a fairly mediocre spec laptop because it looks nice, you are not going to cope with changing a battery.
Macworld without Jobs is like Apple is going to be when the great man leaves. Full of shuffling, smug zombies who still think they are brilliant but whose day has passed. When he is not there the Apple loses its shine and it is seen for what it is - a fairly dull technology company obessed with control and proprietary technology.
To cap it all off Macworld culminated with aging crooner Tony Bennett singing The Best is Yet to Come when everyone knows that Jobs has steered Apple through its heyday and, without him, like Tony, the better days have been and gone. µ
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