Apple doesn’t like to explain itself. I don’t know why Apple moved WWDC to San Francisco in 2003. But my guess is that they sought more media attention. Apple went to where the attention was. Today, the attention comes to Apple. They could hold WWDC in the middle of a desert and it would still sell out in an instant and there’d be the same convoy of media trucks outside the hall the morning of the keynote. If a large corporation can be described as a homebody, Apple is it. And San Francisco is not Apple’s home turf.
Schiller has been at Apple (and on stage at WWDC) throughout this entire run, and he seems ready to go back. “It feels like WWDC is going home,” he told me.
It’s still one of my dreams to go to WWDC, but since I’m not a developer, it wouldn’t feel right taking part in the lottery. The costs are an issue too, of course, but the former is a primary deterrent for me.