The attendees at Adobe Max 2010 are at their last few sessions, but the main themes for the next year have been outlined by Adobe's management.
When it comes to the company's disagreements with Apple the message is clear: 'Come on then if you think you're hard enough.'
Flash is Adobe's most popular software, more so even than Reader when you
factor in the enormous amount of video and gaming on the internet that uses the
Apple's decision not to support Flash on the iPad, and indeed not to bother installing it on the new MacBook Air, was a blow to Adobe, whose early alliance with Apple ensured the success of both.
That relationship has broken down in the past year, however, and Adobe Max is probably the only conference in Silicon Valley where Apple chief Steve Jobs would be booed, or even bottled, off the stage if he showed up.
A lot of developers are very angry that Jobs is seeking to take away their revenue by barring them from a lucrative new platform.
Adobe hasn't been sitting still on this, however, and showed off a range of new allies to help it fight for relevance. Google is obviously a key partner; the company is here in force, and its Android operating system is clearly flavour of the month at the show.
Android is going to be key to Adobe's tablet strategy. Now that Apple has created the popular tablet market (there were earlier models but no-one was very interested) other manufacturers are getting into the game and the operating system of choice is Android. It's open, free and getting increasingly good at what it does.
In return for Android support, Adobe is trying to get its developer community to write for other Google platforms, most noticeably Google TV. Every attendee at the show got a free Google TV system that retails at around $300 (£185) and, with over 5,000 attendees, that's a serious chunk of change.
But Google recognises that Adobe can provide developers, and that the platform desperately needs applications if it is going to take off.
RIM is also getting on Adobe's side. The Canadian firm has no reason to like Apple, which is threatening its mainstay smartphone business. It too needs developers for its phones and the PlayBook tablet. RIM and Adobe are natural allies, and can do each other a lot of good.
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