Apple Has Dropped the Ball with WWDC Preparations

Let’s look at the facts. Apple has been tardy and disorganized with the scheduling of WWDC this year. The result is a feeling that Apple has been a bit callous.

1. Announcement. Apple didn’t even announce WWDC until April 28th, a mere 40 days prior to the Sunday registration on June 6th. I’ve been attending WWDC since 1993, and, in the past, something closer to 60 days was the norm. Several developers and friends I spoke with aren’t attending because inadequate notice affected their ability to plan ahead. Of course, the delay didn’t stop WWDC from being sold out in eight days, but that has fallout as well. Those smaller developers who have plenty of latitude likely had no problem dealing with short notice. Some corporate and government attendees who need weeks for approvals were probably in a fix to make e-ticket and travel arrangements before the event was sold out.


WWDCCopyright 2010 John Martellaro


2. Keynote. We still don’t know if Steve Jobs will conduct the keynote — nothing has been announced. That means press passes are in limbo until keynote plans are official. An e-mail from Developer Programs shows Sunday, June 6, registration from 9:00 am to 7:00 pm, but Monday registration starting at 7:00 am, so that suggests a keynote on Monday morning, June 7. So far, that’s the only indication Apple has provided two weeks and two days out.

3. WWDC Daily schedule. So far, Apple has listed the names and content of the sessions, but not the detailed daily schedule. That makes it very hard to plan ahead for side events such as meetings, interviews and so on. It would be nice to have the iCal file by now.

4. Professionalism. On May 20, Apple Developer Programs sent an e-mail asking for any required changes to our badges. That was nice. Yet the Subject line was: “WWDC badge and registration infromation.” Yep. Infromation. In all the time I’ve been involved with Apple, I’ve never seen a misspelling in any public communication*. It makes one wonder what’s going on behind the scenes in an event that seems hastily prepared and tardy in its organization this year.

Those are the facts. The appearance is that Apple staff members are stressed, overworked, and under resourced — combined with foot dragging from upper management. The result is a feeling that Apple has been callous in its pre-event organization of WWDC this year.


* Of course, the same cannot be said for me.