Apple snubs Expo 98 to embark on solo mission

Dissatisfaction with exhibition format prompts vendor to pull out at eleventh hour.

Apple has stunned the industry by deciding to pull out of Apple Expo eleventh hour. with just two months to spare claiming the organisers failed to meet deadlines over the show format.

The vendor announced on 1 October that it intended to launch its own show in 1999 after holding a meeting with Apple Expo organiser Emap Trenton to discuss issues. According to a statement issued by Jon Molyneux, managing director of Apple, the vendor wan-ted to maintain a 'community and closeness with our customers'.

He stated: 'As the major current exhibition no longer seems able to provide these qualities, we are planning a new event that will do justice to our vibrant market.'

Industry sources said the move was triggered by confusion over Emap Trenton's decision to introduced a cross platform show, Total Design Technology, earlier this year and move away from the vendor-focused format. It was later agreed that Apple Expo and Total Design Technology would run in conjunction with each other, with the Apple stand straddling both events.

Paul Wood, sales representative at Emap Trenton, said: 'We had to launch a show for the creative customer and while there has been a re-vival of Apple, it is only half the show.'

Emap Trenton insisted the exhibition will go ahead in November, but it is unable to use Apple's brand.

James Samson, managing director of Computers Unlimited, said: 'I understand Apple's concerns about the confusion over the show as it didn't want a mixed exhibition.'

But he added: 'It's a shame that it won't be as good a show as it could have been if Apple had seen eye-to-eye with the organisers.'

Terry Martin, director of the Apple division and field sales at Ingram Micro, said the distributor had planned to attend the show as an opportunity to meet resellers.

But he conceded: 'There has always been confusion and uncertainty about whether Apple would attend the show or not.'