Apple officially attending NAB for first time in a decade
Apple will be taking part in NAB 2021, attending the broadcasting-centric show for the first time after a decade-long absence.
The NAB Show, by the National Association of Broadcasters, is a trade show that aims itself towards media production. For 2021's show, set to occur from October 9 to October 13 in Las Vegas, Apple will be making an appearance among the major vendors taking part in proceedings.
An update to the NAB Show website spotted by Applescoop shows Apple in a list of organizations attending in 2021, alongside Disney, ABC, CBS, Dreamworks, ESPN, Fox, Hulu, IHeartMedia, NBC, and Netflix, among others. The headline attendees also include many that aren't strictly broadcasters or in the streaming industry, such as Facebook, the Department of Defense, the Dallas Cowboys, the LAPD, Jaguar Landrover, and Epic Games.
The tradeshow is intended as a way for companies to show off tools and services that they can provide to broadcasters and media producers, including areas infrastructure, production, and editing. Apple has many products that can fit into those categories, and is also a broadcaster in its own right via Apple TV+.
Apple was previously a regular attendee of NAB, but has been noticeably absent for ten years. In its last appearance, Apple used the FCP User Group SuperMeet in April 2011 to unveil the 64-bit Final Cut Pro X, which it would release later that year in June.
Read on AppleInsider
The NAB Show, by the National Association of Broadcasters, is a trade show that aims itself towards media production. For 2021's show, set to occur from October 9 to October 13 in Las Vegas, Apple will be making an appearance among the major vendors taking part in proceedings.
An update to the NAB Show website spotted by Applescoop shows Apple in a list of organizations attending in 2021, alongside Disney, ABC, CBS, Dreamworks, ESPN, Fox, Hulu, IHeartMedia, NBC, and Netflix, among others. The headline attendees also include many that aren't strictly broadcasters or in the streaming industry, such as Facebook, the Department of Defense, the Dallas Cowboys, the LAPD, Jaguar Landrover, and Epic Games.
The tradeshow is intended as a way for companies to show off tools and services that they can provide to broadcasters and media producers, including areas infrastructure, production, and editing. Apple has many products that can fit into those categories, and is also a broadcaster in its own right via Apple TV+.
Apple was previously a regular attendee of NAB, but has been noticeably absent for ten years. In its last appearance, Apple used the FCP User Group SuperMeet in April 2011 to unveil the 64-bit Final Cut Pro X, which it would release later that year in June.
Read on AppleInsider
Comments
Apple does not announce new hardware at other people's events. They only announce new hardware at their own events.
Besides, Apple said that the Apple Silicon transition would take two years. We are less than fourteen months since Apple unveiled Apple Silicon at WWDC in June 2020.
The most plausible scenario would have them upgrading the Mac Pro the last, thus next year -- probably after MacOS 16 (whatever it will be called) ships in autumn 2022. This would also give Mac Hardware Engineering more time to improve ASi architecture for HEDT/workstation class performance.
Next up should be a higher-end iMac, the 16" MacBook Pro, and refinements to all of the Macs that are currently on the M1 SoC. Again this would be done at one of Apple's exclusive events, not anywhere that they would have to share the limelight with someone else. This is a no brainer.
If the Apple Silicon in these machines have ProRes FPGA hardware built-in, definitely something they would like to show off a lot. Would be cool if they had auto-clustering software, where rendering, compiling, processes could be distributed across multiple machines in a plug and play manner. No futzing around with software configuration.
Team USA kicked Grenada's ass in 1983, a scant 38 years ago.
Perhaps they will be recruiting gamers to fly drone missions. "Hey, any of you guys ever play Starfox? We also need some help setting up streaming to the White House Situation Room."
I also feel they probably would use NAB for a software announcement instead, such as “FCP 11.0” (which would also be a neat way to drop the X since that’s what’s happened to macOS itself),
I wish! But if any company were to acquire them, I would hope it be Apple (though I know they are not looking for buyers.)
DaVinci Resolve essentially baked into Final Cut would be absolutely incredible, so long as they did not take features away but replace existing Final Cut features with Resolve. Also, a full line of professional Apple branded cinema cameras? Yes please.
“in my dream” lol
I’m still thinking that they want the flexibility of an FPGA, but they’ve never made a change to their Mac Pro card to support any other CODEC, so perhaps it’s been settled now.
None of this makes much sense from Apple's consumer-focused direction.