As an event manager (or if you’re in the US, event planner!), I like to think that events are one of the (if not THE) best way for organisations to meet and communicate with their customers – so its a bit of a shock to see that computer giant Apple are pulling the plug on their involvement in the IDG organised MacWorld Event after the 2009 convention in January.

Despite excellent visitor numbers and over 500 exhibitors, Apple will not be partaking in the event after 2009 – when they’ve pulled out of similar events in the past it usually means the end of the viability of the event.

At first I was a little concerned at this story – OK the economy isn’t brilliant at the moment but I should have thought that this event (which has been running for 25 years) would be a great place for Apple to meet with their buying public? Actually – maybe its just that Apple are changing. They now have numerous Apple Stores all across the world which means that they can meet with consumers on a daily basis (and if you go in an Apple Store they are usually rammed!) – so maybe a large presence at a trade show isn’t working as well as it could for them.

In many ways this shows savvy thinking from Apple – in the press comments about the decision they talk about their more specialised events and launches – so maybe this just shows that they are using their marketing spend more wisely and measuring their ROI more closely.

What this does mean is that event organisers are going to continue to have to work hard to deliver events that their customers want, to ensure visitor numbers don’t drop off as the economy tightens, and to make sure they keep hold of their sponsors and exhibitors.

So whilst I don’t think that this is a good thing for the industry, I think that it could be the start of the wake-up call all event planners need. What do you think – comments are open below…