Apple absent from CES in Vegas

If I remember correctly, the iPod was not unveiled at CES. They set the agenda of what's cool in technology? I don't think so.

What does it mean for the exposition that who isn't there is bigger news than who is?

Apple and the CE world have two different visions of technology in the future. Apple's vision has a Mac at the center, running iLife applications that make music, photos, and movies easy to create, edit, and share. The CE industry is focusing on a living room device that will manage much of the same. Big examples include Tivo and MS' Media Center OS. Apple's vision centers around the computer (Macs to be specific, but a personal computer), while the CE industry wants to create smart devices to empower dumb devices, like a TV.

It's obvious why Apple wouldn't show up at CES. And MacWorld is just a few days away.

Good analysis, Dalhectar. Curious (because I'm too lazy to check): has Apple ever showcased at CES?

While it seems like a cool idea - CES is a MAMMOTH show that is five days of craziness spread out over 5-6 venues. While it is a showcase for new technologies, it is really for retailers to get a preview of what out there's so you everyone from a guy with an idea to people selling football phones to 100" plasma screens - and CE is one of the few areas where there are still 7-10 major players (Best Buy is biggest but their overall market share doesn't break 10%) plus hundreds of mid-sized players so people are there to do business ...

Apple would have to spend $5 million to get any attention (and that wouldn't even remotely be the costly booth/shiowcase). And what would it get Apple? Other than PR - nothing else - Apple is going to get $50 million dollars worth of free PR with MacWorld in two weeks. Apple is not going to authorize a lot of new retailers - if you're small - go talk to Ingram (Apple's distributor) and if you're big - you're most likely selling the ipod already and frankly, Apple would you not do a half-ass job of selling macs when the Apple store can do a better job anyway. Just because SAmsung is displaying 40 mp3 players does not mean Apple is going to lose mindshare or marketshare to the ipod.

So, while it sounds like a good idea to be where 'the boys are,' logically and business-wise, it doesn't make much sense.