Apple Inc.’s final appearance at the Macworld trade show has opened with a focus on new software for Mac computers.

In place of the traditional keynote from CEO Steve Jobs, a top marketing executive, Philip Schiller, showed off improvements in Apple’s movie, music and photo software at the annual gathering of Apple devotees.

For instance, iPhoto ‘09 can recognize faces and sort photos based on who’s in them. GarageBand ‘09 includes videotaped, interactive music lessons given by Sting and other musicians.

Jobs used to make Macworld the site for some of Apple’s biggest product unveilings. But Cupertino, Calif.-based Apple said last month that Jobs would not address the throngs this time because the company plans to pull out of Macworld next year.

Apple shares were up 1.8 percent in afternoon trading.