No Apple Booth at the Apple Expo 2008

We have just learned that Apple will not be present at Apple Expo 2008, despite promises given at the show last year. We're still collecting details about this news but we can already provide the following information.
It has been some time since Steve jobs made it clear that it was preferable to open physical Apple Store than sponsoring such shows, as returns-on-investment are different, as a show is targeted more to mid and long-term goals. We started having doubts about three months ago, when Apple's organizers for the event moved from the usual American members to an Apple Europe Pr representative, already fully overloaded with tasks and not really having the time nor the experience of such event. Then, the lack of communication about the show among third-parties was another hint. They have now been officially informed that Apple will not have a booth at Apple Expo 2008. An official press release should be available in the coming hours.
So, we can question the future of the Apple-dedicated event, the most important one in Europe. Of course, we can consider it on both emotional and rational sides. Over the last three years, the Apple booth at Apple Expo was getting smaller and smaller, there were more attendees for Apple Applications live demos every year. But there were also an increasing number of third-party companies exhibiting their Mac-dedicated hardware and software, and this was often more fun than looking at the last iPod. This was also draining a lot of professional and amateurs, willing to know about the last products/software to be used on their Mac, and not necessarily coded in Cupertino.
So, in the final analysis, it may not be a big change for visitors, but probably more for Apple France and Apple Europe staff as many of them had to provide support at the Apple’s booth. It will strongly depend on the reaction of other companies following Apple’s decision. If they decide to come, then the event might get even bigger and get more buzz as there will be no limitations required by Apple … if they also cancel following Apple’s decision, then it might well be the end.