Apple's trend of "can do no wrong" will likely get another dose of adrenaline this week, as Jobs makes more pronouncements to wow the faithfull, and catch the attention of some of the rest of us...
Chief executive Steve Jobs said Apple "dream big" and wanted to expand the 4.9% market share Safari enjoys.
He said Safari was "the fastest browser on Windows", saying it was twice as fast as Internet Explorer.
Mr Jobs used the conference to lift the lid on new features of its forthcoming operating system (OS) for Macs, called Leopard.
He said the OS has 300 new features and demoed 10, including a new organisational system for the desktop called Stacks and a new folder system which lets users browse files and applications visually, just as music lovers can browse album covers in iTunes.
Mr Jobs also gave the greenlight to third-party development of new applications for its forthcoming iPhone mobile phone.
Instead of having to test each and every new application themselves, Apple will allow developers to build web applications for the phone which run inside the device's web browser Safari and which were built on existing web standards.