Hundreds of Mac aficionados queued round the block in the pouring rain to attend this year's MacExpo.
Apple's decision to appear gave the show - held at the Business Design Centre in north London - an added boost.
The main theme of Apple's stand was the Mac as a 'Digital Hub' - serving as the platform for digital lifestyle functions such as sharing photos and making movies and music.
With computers increasingly able to perform more complicated tasks, Apple wanted to show off how easy it is to do any of them, even for those without the slightest trace of computer expertise.
Also on show at the Apple stand was the latest version of its operating system (OS), Mac OS X v10.2. Codenamed Jaguar, the OS is based on Unix.
The move to OS X has meant many new companies bringing their software to the Mac.
AliasWavefront's 3D modelling software, Maya, was behind the special effects used in the Lord of the Rings.
Combined with Final Cut Pro it is easy to see why many claim it is possible to make a Hollywood blockbuster on a Mac laptop.
Adobe was on hand in the Digital Theatre to show off its wares, nearly all of them OS X-compatible. Photoshop Elements 2.0 is the most recent convert alongside Photoshop 7.0 and Premiere 6.5.
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