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Apple planning to switch tradeshow focus to CES?

updated 02:55 pm EST, Fri January 9, 2009

Apple coming to CES?

Apple may be looking to exhibit at next year's Consumer Electronics Show, a report claims. Citing second-hand sources within Apple, the story suggests that while the company has decided to pull out of future Macworlds, it is already laying plans for CES, which is hosted in Las Vegas every January and populated by over 2,700 hardware and software companies, including a number of PC builders and key rivals, such as Microsoft. CES 2009 is currently ongoing.

Such a move might present several advantages for Apple, including a larger number of visitors. It could also generate more media attention, due to the number of reporters at event, and simultaneously divert attention away from competitors. Companies that make Apple-related products might also be able to save on attending multiple shows.

Apple has never presented at a CES however, and the company has stated an intention to de-emphasize tradeshows in favor of its own events and the use of online and retail resources. Analysts have suggested that Apple may also want to free itself from having to announce new products at regular intervals, a commitment which CES would only reinforce.

by MacNN Staff



  1. Eldernorm

    Joined: Dec 1969



    I wonder what part of "de-emphasize" as in "and the company has stated an intention to de-emphasize tradeshows in favor of its own events" this author has trouble understanding.

    Anything to sell hits, I guess.

    Just a thought.

  1. Feathers

    Joined: Dec 1969


    Trade NAB for CES...

    I doubt very much that Apple would abandon NAB and MacWorld and then sign up for a tacky freakshow like CES.

  1. Peter Bonte

    Joined: Dec 1969


    What if

    What if Steve can do the speech next year, attend the show or not?

  1. hansmickle

    Joined: Dec 1969


    Decisions, decisions...

    Whether to pretend to be a computer company or an electronics gadget company, or both

  1. jpellino

    Joined: Dec 1969


    CES would de-niche-ify

    them for sure compared to NAB and MacWorld, but if it's truly ix-nay on the adeshow-tray, then it's probably a non-starter.

  1. ggirton

    Joined: Dec 1969


    NEXT year at CES

    they may have a consumer electronic type set of devices next year, something different from the iPhone, iPod, computer ensemble that is going on now. CES could be a place to make a big splash in the consumer video space. IE to sell TVs. Or... maybe osmething else, something no one has imagined, except for one of those two thousand brainy people in Cupertino.

  1. testudo

    Joined: Dec 1969


    Re: Next year

    Actually, CES would have been a great place to show off the AppleTV, rather than at some Apple-only event that many probably missed. Apple needs to get to the masses, not just to the faithful.

  1. slider

    Joined: Dec 1969



    For 90% of us I think Macworld was something to mark on our calendars to see new products. For the mass majority of Mac users, whether there is or isn't Macworld doesn't make a lick of difference. Steve Jobs is a great Keynote speaker, but lets face it, even as Steve continues to man the helm, he probably wants to move on and spend time with his family and other interest. I think all the Apple guys, Shiller (sp) and the rest are fine, but they are no Steve Jobs when it comes to a keynote. Better he run the company while we get use to the idea of a SJ-less Apple.

    As for CES, why won't Apple show up? First all the pressure isn't on Apple, so a "WOW" keynote doesn't have to happen every year, the "other" Apple guys can handle that just fine. And Apple won't be under the same kind of pressure to again "WOW" everyone with new products, how about just one for a change. And without a doubt, I'm sure the overall cost of displaying at CES will be a lot cheaper than what Apple has been setting up at Macworld.

    I just think too much has been made out of this.

  1. aafuss

    Joined: Dec 1969


    Apple won't go to CES

    Apple going to CES would limit is audience-for a start, like E3 for games the public/Mac users would be unable to attend, as CES is a trade-only event.

    Apple's got other avenues (online and retail, Apple's town hall and iPod events) to showcase new or improved products.

  1. ZinkDifferent

    Joined: Dec 1969



    ... how desperate the press is for news about Apple - when Apple says 'de-emphasize', it means ALL tradeshows, not to suddenly go to one they have never been to.

    There are no benefits to Apple from CES - and Apple will instead emphasize more their own special events, which are 100% under their control.

    The issue with Apple has always been control -- Apple Special Events and WWDC are the future.

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