Apple pulls out of 2008 NAB conference
After days of speculation on the matter amongst industry-watchers, Apple Inc. confirmed Thursday that it will not have a booth at this year's National Association of Broadcasters conference.
The move comes just months after the company's longtime rival in the professional broadcast video sector, Avid Technology, said it too would forgo this year's show.
According to TvTechnology, Apple's pullout is part of a broader decision to cut down on its trade show participation overall.
"Apple is participating in fewer trade shows this year," said Apple spokesman Anuj Nayar. "Often there are better ways to reach our customers. The increasing popularity of our retail stores and Apple.com Web site allows us to directly reach more than 100 million customers around the world in innovative new ways."
Apple reportedly declined comment on whether it plans to return to NAB next year.
The conference is scheduled to take place April 11-17 in Las Vegas, Nevd, and may still feature some side partnerships with the Mac maker, according to NAB spokesman Dennis Wharton.
?We?re talking about some on-site business opportunities with Apple,? he said.
Apple in past years has used its presence at NAB to hold special events and take the wraps off new versions of its professional video offerings, such as high-end MacBook Pro notebooks and its Shake composition software. Last year's event gave way to Final Cut Studio 2.0.
The move comes just months after the company's longtime rival in the professional broadcast video sector, Avid Technology, said it too would forgo this year's show.
According to TvTechnology, Apple's pullout is part of a broader decision to cut down on its trade show participation overall.
"Apple is participating in fewer trade shows this year," said Apple spokesman Anuj Nayar. "Often there are better ways to reach our customers. The increasing popularity of our retail stores and Apple.com Web site allows us to directly reach more than 100 million customers around the world in innovative new ways."
Apple reportedly declined comment on whether it plans to return to NAB next year.
The conference is scheduled to take place April 11-17 in Las Vegas, Nevd, and may still feature some side partnerships with the Mac maker, according to NAB spokesman Dennis Wharton.
?We?re talking about some on-site business opportunities with Apple,? he said.
Apple in past years has used its presence at NAB to hold special events and take the wraps off new versions of its professional video offerings, such as high-end MacBook Pro notebooks and its Shake composition software. Last year's event gave way to Final Cut Studio 2.0.
Comments
Indeed, after the PMA the second show they pull out. No new Aperture, no PMA. No new pro video and audio apps, no NAB.
The NAB isn't the place for cell phones and music devices.
Why would Apple show up?
The NAB isn't the place for cell phones and music devices.
Because Apple makes a suite of professional video tools that have been widely adopted throughout the industry?
Because Apple makes a suite of professional video tools that have been widely adopted throughout the industry?
He knows that. It's just his usual negative comment to things. This time there was a hint of humour, though I can't tell if it was intended.
Look for the ever increasing cost of attending trade shows to slow or decline to woo back industry players. Companies are no longer buying "you can't afford not to be there" on faith. They're taking a hard look at the numbers. That's good.
gc
tjs
Apple reportedly declined comment on whether it plans to return to NAB next year.
I would think it's likely. This is an "off" year in Apple's biennial release pattern for Final Cut. Last year was FCP6/FCS2, this year you might find a minor update. Last year's was to cover what might have been the biggest update to Final Cut, which for them, justified their largest ever booth for NAB. FCS3 should be next year. But this year, being mid-cycle, may not be worth the expense of a booth.
I think it also means that they probably don't have Final Cut Server ready, it still looks like vaporware.
At a show, apple is another vendor, at an apple announcement, they are the show, and they can have the whole collective media, both tech and mainstream pissing their iPants with anticipation to, like lemmings, take whatever is given.
Apple is special right now: a trade show announcement, other than macworld, makes no sense, Not when Jobs can send out cute little invites to the Apple Theater or the Moscone Center, for a big announcement.
At a show, apple is another vendor, at an apple announcement, they are the show, and they can have the whole collective media, both tech and mainstream pissing their iPants with anticipation to, like lemmings, take whatever is given.
You've obviously never been to NAB and witnessed industry insiders' reactions to new Apple products first hand. Apple has a cult following to be sure, and plenty of lemming-esque behavior from gadgeteers, but they are taken very seriously in the film and broadcast industries as purveyors of first-rate, top shelf software toolsets and hardware.
To attempt to dismiss Apple as a media development force because they make iPod/iPhones to wow the common man on the street would be like dismissing Microsoft as a server operating system manufacturer because they make X-boxes and have a rabid fan-base for their consumer products.
I see "early 2008" is now the target, and there's not a lot of that left. Mind you, I'd rather they get it right than unleash a bugfest capable of bringing an entire post chain to its knees...
Of course, if they announce a new FCP or any other cool app., like this, it sure would seem smart to then be somewhere to show it off?
Maybe there will be another firm, "Users group", or media group, showing off the new features of FCP at the event???
Something is up, Apple CAN'T wait much longer before announcing something to stop the downward spiral of Apple stock
Skip
I see "early 2008" is now the target, and there's not a lot of that left. Mind you, I'd rather they get it right than unleash a bugfest capable of bringing an entire post chain to its knees...
"Early 2008" officially ends at midnight June 30th of this year...
Now it lkooks as though we won't see new pro mon itors there either.
I don't like this retrenching. Apple can now affort to go to these trade shows more than ever before. It bothers me.
Some trade shows are losing their importance, but the NAB show is not.
I would imaginr the SDK is the main focus of any late Feb event, as we know it's coming out then.
I'm keeping my fingers crossed that it's to too restrictive.
Unfortunately, I have to go now. I'd like to discuss this later.
Now it lkooks as though we won't see new pro mon itors there either.
I don't like this retrenching. Apple can now affort to go to these trade shows more than ever before. It bothers me.
Some trade shows are losing their importance, but the NAB show is not.
I would imaginr the SDK is the main focus of any late Feb event, as we know it's coming out then.
I'm keeping my fingers crossed that it's to too restrictive.
Unfortunately, I have to go now. I'd like to discuss this later.
I think that is the most likely, too, but it doesn't need to be an exclusive event to one new thing. new monitors are long overdue.