Apple drops Mac category from annual Apple Design Awards

Apple Online Store“Third-party developers heaved a sigh of relief [yesterday] morning as Apple finally announced the dates for its 2010 Worldwide Developer Conference,” Dan Moren reports for Macworld.

“But that sigh was quickly followed by a raised eyebrow of curiosity as they noticed that Apple had dropped the Mac software category from its long-running Apple Design Awards,” Moren reports. “Instead, the awards will cover only iPhone and iPad applications available on the App Store.”

Moren reports, “While ADAs are handed out every year at WWDC, the list of categories change to take into account Apple’s latest technologies… But while iPhone and iPad apps are clearly the topic of the moment in 2010, it would also have been the first year for showing off apps that take advantage of features in the latest version of Mac OS X, Snow Leopard, which debuted last August.”

“The ADAs aren’t the only place that the Mac seems to have gotten short shrift,” Moren reports. “Apple’s dubbed WWDC 2010 ‘the center of the app universe’ and the list of sessions reference ‘how to harness the revolutionary technologies in iPhone OS.'”

Moren reports, “[However] Mac OS X isn’t wholly absent from the 2010 proceedings. There are several WWDC sessions that deal specifically with the Mac, such as ‘I/O Kit Device Drivers for Mac OS X,’ and ‘OpenGL for Mac OS X,’ and several of the other session descriptions put the Mac on even footing with the iPhone OS. And of course, since the Mac and iPhone operating systems share an underlying foundation, many of the sessions apply to both platforms.”

Full article here.

[Thanks to MacDailyNews Reader “Another Irish Dude” for the heads up.]


  1. What did I tell you all the other day. That Mac OS X is becoming the ugly child to whom its parents ignore. If it’s not mobile, Coupertino couldn’t care less.

    I was flamed for making such a statement and now there is additional proof.


  2. Interviewer: ” What would you do if you were running Apple?”

    Steve Jobs: ” I would milk the Macintosh for all it’s worth while looking for the next big thing.”

    In case any of you were not into tech at the time, this quote is crica 1994 (give or take).

  3. It won’t be long before apple discontinues the Mac. This was my worst fear when I first saw the iPad. Apple sold it as a “middle ground” device between iPhone and Macbook, but it’s very clear where Apple’s priorities lay. I bet that there won’t ever be a 10.7.

    Sigh, I hope I’m wrong. I really do. The Mac was what made me an Apple fanboy to begin with. I feel like the iPad was Apple’s way of throwing in the towel and admitting defeat to MS, knowing that they will always have to rely on the likes of MS and Adobe for Mac support. It’ld be a very sad day when Apple is 100% about content consumption and no longer creation. I guess the iPhone/iPad/iPod prove there is just a lot more easy money to be made in consumption. *sigh*.

    Who would have guessed 10 years ago that the company that encouraged us all to “Think Different” would end up being so consumption oriented.

  4. Wow. I think people are jumping the gun a bit. The Mac, and Mac OS X, are not going anywhere. Sure, they’re playing up mobile because that’s the next space to win.

  5. Look at it this way, Apple is not ready to show off 10.7 as they pulled all engineers to work on iPhone 4.0. So for the time being, let’s focus on mobile computing as iPhone 4 (OS and device) will be available with iPad 4.0 being delivered in the fall.

    Apple is still a relatively small company (compared to MS or HP) when you compare the number of employees (Apple 24k, MS 93k, HP 300k). You also MUST have a Mac to write software for the iDevices. We go through sort of thing every couple of years, Apple is not giving enough love to the desktop. Well, the desktop is shifting to mobile and they want to stay ahead of the pack. Do you think they would through away all of the creative users and let MS have them?

    Put another way, what more can really be done with the desktop besides some groovy visuals or other minor enhancements? Also, 10.6 was rewritten just to be killed a year or two later? We are entering a new world where we no longer need to be tied to desk do work. There is still a lot of work to be done before the iPad can become a stand alone device, probably 2-5 years. Then things will get very interesting.

  6. @ Jarrett
    He was talking about what later became known as Mac Classic, which is now gone, not NeXT, er . . . OS X.

    For anyone thinking that OS X is going away, well, there are only so many Dvorak’s, Enderle’s, and Rayburn’s in this world.

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