Another Apple Worldwide Developer Conference , another frenzy of anticipation. One of the many ways Steve Jobs’s company is unusual if not unique is in its ability to keep announcements under wraps so the predictions of new iPhones, Macs and developer tools are just that – nobody knows for sure if they are fact, fiction or some strange hybrid of the two.

What is also not clear if whether any of this makes any difference to CIOs. Ten years ago it seemed a pretty safe bet that the answer was in the negative. Back then it was unclear whether Apple had any future at all, never mind a place on the corporate desktop. Some tea-leaf readers – fools and chancers many of them, often forced into humiliating climb-downs – went out of their way to suggest that Apple had become an irrelevance, an English man at the Euro 2008 tournament or similar. And some people obviously have a prejudice problem .

My idea du jour on this is that Apple is in a more powerful position than for many years technology-wise but will struggle for C-level acceptance until it discovers a marketing and channel strategy. If Apple wants big business, it needs to tell the C-level world about it and remind everybody of why it is so strong in usability, security and design. With everything it touches turning to gold and the iPhone moving faster than washed-up scuba divers avoiding Komodo dragons , Apple can give business a miss for now, but the opportunity is so vast and Microsoft so uncharacteristically vulnerable that it would be a surprise if Apple did not move ion the enterprise in the next 12 months.