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In the meantime, there were Apple-esque matters evolving. The exhibitors we had booked for Apple Expo were unhappy about its cancellation. They approached me to run a show with or without Apple. My first reaction was why would I care to go through all of that again. But the exhibitors reassured me they were sincere and would commit to a show. It was born as ‘The Expo’ so we could not earn Apple’s ire.
The principals were two enterprising Iraqi Kurds who had built a number of businesses in the UK. I was paid a fee and had a share.
It was held at the BDC (Business Design Centre), attracting a good audience and Apple sent several of its executives to assess the response. As a result of the feedback we began talking of Apple committing to the event next year, though it would have to be done surreptitiously rather than offend Apple Cupertino. The groundwork was established for MacExpo (below).
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