It has been 25 years since Apple has been in charge with the MacWorld Expo. Yet, the company announced that CEO Steve Jobs won’t give the keynote address at MacWorld from San Francisco and that January 5th will be Apple’s last participation at the show.

In addition, Phil Schiller, the company's senior vice president of worldwide marketing, will deliver the keynote instead of Jobs. The company’s representative didn’t want to make any further comments on Jobs’ health problems, as many believed that this is the real reason for which he won’t deliver the speech.

Everybody was shocked because of Jobs’ decision not to hold the speech. His keynote had become legendary at every MacWorld Expo and his way of speaking was very important for Apple and its products. That was why Jobs was thought to be ill, as this might be the only reason for which he would give up his job of so many years.

Even if MacWorld Expo has been Apple’s opportunity to define the company, this decision to not be present at the event anymore raises a lot of questions, as it reveals a company ready to take its promotion in its hands. In addition, these kinds of events have been losing their importance inside Apple for a very long time.

Still, the announcement shocked IDG too. The IDG World Expo, which is a division of tech publishing giant IDG, has been thought to be left aside by Apple for a long time too. Things will be bad for MacWorld Expo too, as Apple was the main source of attracting customers to come at the event.