Source: Apple plans to attend CES in 2010

Posted:
in General Discussion edited January 2014
On the heels of announcing its plans to bail on Macworld Expo next year, Apple will be instead attending the more generic Consumer Electronics Show in 2010, according to sources familiar with the matter.



The blogosphere has been passionately arguing both for and against an Apple appearance at CES, which is held in Las Vegas rather than Macworld Expo's San Francisco. Sources close to the company have indicated to AppleInsider that the move is a done deal, a remarkable turn of events given that CES has long been dominated by Microsoft's product announcements issued in keynotes delivered by Bill Gates and now by CEO Steve Ballmer.



Macworld vs CES



Over the last few years, Apple's announcements at Macworld Expo have overshadowed Microsoft's at CES, as the Cupertino powerhouse released blockbuster products such as the iPhone and climbed to dominate the digital media future of online music, video, and now mobile software sales in iTunes.



In contrast, Microsoft has announced a string of products that either never materialized, were grossly impractical, or have sold poorly and received bad reviews, from Spot watches to Mira terminals to Windows Vista to Windows Home Server to the Surface to Zune. The remainder of CES tends to be little more than electronics firms showing off slightly larger TVs.



Given that Apple has the capacity to blow out the lights at CES during Macworld Expo, why would it choose to abandon its own party and join one held in honor of Microsoft? It's certainly not the timing of the event, as CES is typically held at the same time or at least within a week or two of Macworld.



One of the key reasons Apple appeared ready to leave Macworld was because of the pressure to impress consumers and shareholders with sensational new product announcements just after it had sold through its blockbuster holiday sales. Microsoft has typically made announcements at CES for products that are slated to appear later in the year or perhaps years out into the future, while Apple's Macworld unveilings tend to be available immediately or within a month or two.



All things considered, it would appear that Apple's participation at CES would be no better than Macworld for Apple, and additionally involve greater traveling expenses and expose the company to greater competition for media attention.



Apple ready for a challenge



However, that challenge is apparently just what Apple is looking for as it branches out from its past as a computer hardware company into a full consumer electronics firm with significant software products, leadership in digital media sales, and even a toe in the water of mobile gaming with the iPod touch and iPhone.



Attendance at CES would directly contrast Apple's offerings with Microsoft's, the company most closely matched to Apple's future aspirations. Over the last three years of Macworld and CES, Apple's Mac OS X Tiger and then Leopard were pitted against Windows Vista; then the iPhone directly challenged Windows Mobile; Apple's iPod and iTunes empire roundly trounced efforts by Microsoft to spread Windows Media DRM, sell its Zune music player, and expand into the digital living room; and Apple has even started making inroads against Microsoft Office with its iWork suite and its new iWork.com cloud collaboration service.



Windows enthusiast pundits have recently grown unable to seriously belittle Apple in comparison to Microsoft, but a direct contrast of the two company's efforts at CES would make the differences even more impossible to ignore. Apple could also directly contrast its offerings against other competing CES exhibitors (such as Palm), as well as benefit from Mac, iPod, and iPhone ecosystem partners who would help tint the PC-centric event in Apple-savvy colors.



Not just speculation



While the web lights up with various opinions on the plausibility of Apple attending CES, AppleInsider has obtained first hand, credible reports that the news is true, corroborating a rumor story published by Ed Sutherland of the Cult of Mac. CES officials were said to have informed some exhibitors about the matter before the start of this year's show, indicating that next year's CES will have a section reserved for Mac-oriented exhibitors.



The source noted that Apple "wants to sit amongst its competition," rather than being isolated at its own event. Such a development would mirror Apple's efforts to move from PowerPC to Intel processors, its iPhone retail expansion plans with WalMart, and other strategies to raise the profile of its products while selling to a wider audience.



However, even with participation by Apple, the days of electronics trade shows such as CES appear to be numbered. The group canceled its summer event just as IDG killed the summer Macworld Expo, and sister events such as COMDEX, Seybold, and the E3 gaming convention have also fizzled over the last decade. Apple also recently pulled out of NAB, fueling excited rumors that it might sell of its Final Cut suite of Pro Apps.



While trade shows in general have waned in importance with the rise of the Internet, Apple has funneled its resources into building its own Worldwide Developer's Convention into a record setting, sold out event. The company has the capacity to generate significant media attention at any time simply by announcing a press event of its own. Phil Schiller also noted in this year's Macworld keynote that Apple's retail stores host far more visitors every year than a series of Macworld events ever could.



That indicates that an Apple appearance at CES 2010 might likely serve primarily a symbolic move by Apple as it cements its increasing importance in the consumer electronics world at the expense of Microsoft, generic PC makers, smartphone vendors, and its other competitors in the consumer electronics industry.
«134

Comments

  • Reply 1 of 80
    backtomacbacktomac Posts: 4,579member
    I can't wait to hear the spin on this.
  • Reply 2 of 80
    hmurchisonhmurchison Posts: 12,125member
    I don't mind Apple going to CES but it's never a good thing to be

    hypocritical.



    The + is that they wouldn't have the pressure to announce



    "OMFG!!!!111!11 announce mind blowing hardware" at CES.
  • Reply 3 of 80
    To make it more interesting, CES and the planned Macworld are both during the same week again in 2010.
  • Reply 4 of 80
    interesting...

    I guess that's going to put the final nail in the coffin for Macworld...

    Now all the apple fanboys are gonna head to CES instead and Macworld 2010 will be empty as hell.
  • Reply 5 of 80
    backtomacbacktomac Posts: 4,579member
    Quote:
    Originally Posted by hmurchison View Post


    I don't mind Apple going to CES but it's never a good thing to be

    hypocritical.




    ++++++ to infinity.
  • Reply 6 of 80
    MarvinMarvin Posts: 14,173moderator
    Quote:
    Originally Posted by AppleInsider View Post


    The source noted that Apple "wants to sit amongst its competition," rather than being isolated at its own event.



    This is why it's also good for them to sell and support/repair their machines in stores other than the Apple Store. They have to be careful though. Selling £1000+ dual core iMacs next to £500 quad core PCs isn't going to make the right impression.



    I think we'll have a new Mac Mini announced at CES in 2010.
  • Reply 7 of 80
    rbrrbr Posts: 631member
    CES has a much larger audience (both in attendance and in press coverage) and many of them are people who are not Apple customers already and hence might be attracted to the Apple products. There are many more vendors with whom to "rub shoulders" to attract new technologies to the platform.



    Good! Good! Good!
  • Reply 8 of 80
    backtomacbacktomac Posts: 4,579member
    Quote:
    Originally Posted by RBR View Post


    CES has a much larger audience (both in attendance and in press coverage) and many of them are people who are not Apple customers already and hence might be attracted to the Apple products. There are many more vendors with whom to "rub shoulders" to attract new technologies to the platform.



    Good! Good! Good!



    Those are definite advantages .



    But they won't be the center of the universe at CES either. They'll share the stage with MS, Dell, Palm, ect...



    And its unlikely that SJ will get to give the opening keynote. I suspect MS will still keep that for now.



    And I doubt the press will be as friendly as those guys at MW.
  • Reply 9 of 80
    something huge is in the works for 2010
  • Reply 10 of 80
    Quote:
    Originally Posted by asgiov View Post


    interesting...

    I guess that's going to put the final nail in the coffin for Macworld...

    Now all the apple fanboys are gonna head to CES instead and Macworld 2010 will be empty as hell.



    I don't think so. Macworld will live on. And since the interest of the Mac community isn't always the same as the interest of Apple, it might even be a better Macworld.
  • Reply 11 of 80
    I agree that this is a good strategic move for Apple but one must wonder if IDG did something to piss off SJ.
  • Reply 12 of 80
    Quote:
    Originally Posted by nine9nin View Post


    something huge is in the works for 2010



    Agreed. Apple will want to make a splash!
  • Reply 13 of 80
    irelandireland Posts: 17,299member
    If Apple were having an event on the moon Daniel would find a way to justify it.



    I happen to think Apple has something big planned for next year, and that's the real reason behind this. To have something big enough, and consumer focused enough to warrant such a daring move. Something big is being prepped. You can just feel it!



    Networked TV's anyone? Mac touch anyone? The BIG Apple consumer push is coming.
  • Reply 14 of 80
    Quote:
    Originally Posted by backtomac View Post


    And its unlikely that SJ will get to give the opening keynote. I suspect MS will still keep that for now.



    I wouldn't bet on that. If Jobs offered, they'd be stupid not to bite. He's not just Apple, he's Pixar and Disney too. Jobs would draw a bigger crowd so long as he's willing to wear all his hats.
  • Reply 15 of 80
    backtomacbacktomac Posts: 4,579member
    Quote:
    Originally Posted by John the Geek View Post


    I wouldn't bet on that. If Jobs offered, they'd be stupid not to bite. He's not just Apple, he's Pixar and Disney too. Jobs would draw a bigger crowd so long as he's willing to wear all his hats.



    Don't kid yourself. At best, SJ could give a keynote speech the same night as Ballmer. But I seriously doubt that would even happen.



    Gates or Ballmer have given the opening keynote at CES for like 15 years. CES isn't going to just turn their back on them because Steve decides that he wants to start going to CES starting in 2010.



    Apple are a big player in the tech industry no doubt. But don't pretend like MS is some two bit player in the tech industry.
  • Reply 16 of 80
    asciiascii Posts: 5,779member
    They are like the genius that just wants to be ordinary, abandoning their own show and going to the same one as everyone else.
  • Reply 17 of 80
    Apple does not have to reach out to Mac fantasts, they will already know what they will present ahead by reading here and elsewhere or check the Apple website every now and then anyway. That's why one sees Microsoft and Dell at MacWorld and other 3rd parties. Smart move! /J
  • Reply 18 of 80
    This is just not going to happen. Apple pulled out of Macworld because they've gotten to the point where they don't need shows to get publicity, not so that it can attend CES. Most of the people that attend the keynote at Macworld go to Apples special events, and those that don't, visit their or other apple centric websites almost religiously.
  • Reply 19 of 80
    ivladivlad Posts: 735member
    I can just see Apple stealing the whole show.
  • Reply 20 of 80
    ivladivlad Posts: 735member
    Quote:
    Originally Posted by collide007 View Post


    This is just not going to happen. Apple pulled out of Macworld because they've gotten to the point where they don't need shows to get publicity, not so that it can attend CES. Most of the people that attend the keynote at Macworld go to Apples special events, and those that don't, visit their or other apple centric websites almost religiously.



    I get your point, but macworld had a whole keynote and only apple fans, CES is like a car show, with anyone attending.



    I wanna see Apple set up their booth right next to Micro$oft. LOL
Sign In or Register to comment.