Macworld 2010- a new attitude this year

Its time once again for San Francisco to get all hyped up about Macworld. Macworld is usually where Apple announces their new products and services to the marketplace.  Its the place where Steve Jobs tends to make one of his famous keynotes– which always ignites a media frenzy.

Well this year, things have changed. This is the first year that Apple is not at Macworld.  This biggest vendor there is actually Microsoft.  How is that for different?  The show is also a little smaller than last year, with vendors dealing with the recession.  Many decided to “stay home” and see what Macworld would be like without Apple there to represent.

Admittedly, Apple did take some of the wind out of Macworld 2010 with their iPad event and the Aperture 3 announcements.  Mac hopefuls are waiting for more news, maybe something with a hardware refresh or iLife 2010?

Now, this is not to say that there isnt a lot going on at Macworld 2010.  There will still be  over 250 vendors, with 60 of them showcasing new products for Apple. The exhibition hall, open from February 11 to February 13, including the Mobile Application Showcase, the largest collection of iPhone developers ever assembled, and the Indie Developer Pavilion, a special area for independent Mac developers of all sizes.

As for special events and sessions, from Macworld:

On Thursday, New York Times tech columnist David Pogue will host a session called Late Night with David Pogue, featuring surprises guests and musical performances and noted writer and director Kevin Smith will hold a Q&A session on storytelling, technology, and filmmaking.

On Friday, entrepreneuer and former Apple Evangelist Guy Kawasaki will talk to developers about the state of innovation in the tech market; podcaster and pundit Leo Laporte will brodcast live with guests like MythBusters’ Adam Savage and The Byrds’ Roger McGuinn; and Daring Fireball author John Gruber will discuss the top issues shaping our world.

This year, for the first time ever, the show also extends to the weekend, with a musical performance by artist BT and an event discussing Apple’s iPad, led by Macworld Editorial Director Jason Snell.

So, what will Macworld be like sans Apple?  Only time will tell.