Apple at CES? Unlikely

A Stevenote at CES? Don't hold your breath.

(Credit: James Martin/CNET News)

A report that Apple is planning a visit to CES next year had eyes rolling Friday morning from Las Vegas to Cupertino.

Cult of Mac reports, citing a source with "friends at Apple," says that Apple is planning to "go large" at CES 2010, now that Macworld is out of the way. The source called it a "done deal," noting that since Apple is really more of a consumer electronics company these days, the Consumer Electronics Show makes more sense.

Too bad nothing else in this report makes sense. Apple has never liked to participate in big industry conferences, steadily backing out of things like NAB and now Macworld in favor of holding its own events. Apple executives and managers rarely even show up at the kind of low-key industry roundtable discussions and panels that almost every other company in this industry adores.

Apple explained its decision to leave Macworld by saying that it doesn't need trade shows anymore to get its message across, given its network of retail stores. And Apple's Phil Schiller hinted that the company wasn't crazy about the idea of having to tailor news and product introductions around an early-January event, such as Macworld or CES.

The report says "if Apple were to be a presence at CES -- with Steve Jobs possibly giving a keynote speech -- it would no longer have to compete with CES for press attention." But that's not true at all; CES is so huge, that companies compete desperately with each other for attention at the show, adorning taxicabs with their logos, throwing lavish parties, and giving out all manner of silly free prizes.

Jobs would certainly make a splash at CES, but Las Vegas doesn't seem like his kind of town.

Updated 4:55pm - AppleInsider is also reporting that Apple plans to attend CES next year, so perhaps there is more to this story than I initially thought, stay tuned. Others think that the CEA, which puts on CES, is merely planning to have a booth or pavilion next year that focuses on the Mac and Apple in hopes of drawing Macworld exhibitors to Las Vegas.

[sting7k]

How would Apple be over shadowed at CES by anyone? They are Apple, their diciples will follow them anywhere. I'm sure they would love a trip to Vegas instead of San Fran every year.

[AppleProLeo]

LIKELY - I don't know if Apple will be going CES but it sure makes sense. They were spending tens of millions of pounds on preaching to the choir - made no sense in terms of a business point of view. As much sense as Apple putting out Switcher ads on MacWorld magazine.<br /><br />Now I know how you all "Apple hippies" who follow it as a cult loved to go on this 'pilgrim' each year - but sometimes you forget Apple is a business first and foremost. This Apple cult would not exist if the business side is not looked after first.<br /><br />Now CES - CES would not be a wast of money for Apple as that same- if not less - amount of money Apple spends on MacWorld would go further as it would open up to a much bigger and a different crowed, a crowed that would never of gone to an Apple only trade show let alone an Apple Store. It would be like Apple saying to them, "Come have a look at what we have to offer too - it wont cost you anything nor do you have to go out your way. See what all the fuss is about"<br /><br />However this will only work well if Apple is given it own section. As that would also give the Mac Faithful a new pilgrimage to go to as well as fanatically benefit Apple as a business. A meeting in the middle.

[savvydude]

Launching new products in January, right after the holiday buying season, is dunderheaded and bad business. Apple was very smart to dump MacWorld, and if they do make a presence at CES it will be to tease future product launches. <br /><br />Getting the blog world posting rumors of the next cool Apple product in January, and then actually launching it in October, sounds like another Steve Jobs genius stroke.

[canberra_photographer]

Couldn't agree more, Apple has being moving away from Macworld for a few years now, launching iMacs, iPods and all that towards the end of the year in their own event. I think Apple launching the new Mac Pro just before last years Macworld was a bit of a clue

[cvaldes1831]

This Cult of Mac rumor is absurd. Apple has repeatedly indicated that they want more control over their communications and product releases. They now have that with their Apple Stores, in-house product announcements and the Worldwide Developers Conference. <br /><br />Tradeshows are dinosaurs.

I'm betting that Apple will continue what they've been doing: hold a press conferences from Cupertino and make the video available through iTunes.

[websterphreaky]

THAT'S OK, we don't want Apple there - a contemptible GADGET brand - to be at a SERIOUS Consumer Electronics show.<br />

[AppleProLeo]

A company with not only the best selling music player in the world for the past five years or so and counting but is also the most popular portable music device in the history of mankind.<br /><br />A phone that single handedly earns more money (expect 2 other and even this is fading away to 0) then any other mobile phone company - which by the way has a multitude of modes to cover all mobile market segments.<br /><br />Has a computer devision that earns more money then any other (maybe except 1 other) computer manufacture in the world.<br /><br />Has over $25 Billion in cash reserve for further investment and development at a time when most companies are begging for money just to stay alive.<br /><br />But no this company isn't a "SERIOUS" consumer electronics manufacture - how could it be next to the likes of all those 10 men start up companies there.<br /><br />This clearly shows what a troll websterphreaky is or at best how stupid he/she is.

[rdwalton]

Who the hell cares!

[myles taylor]

You obviously. :P You clicked the link, read the article (possibly) and took the time to comment. Neglect is the worst insult.

[myles taylor]

Yea, I was thinking about that too and it goes against every action that Apple would take. Apple creates enough attention to hold it's own events whenever and wherever it wants, and it doesn't need to cater to the demands of the industries tradeshows.

[ikramerica--2008]

I think Apple will go. Next winter, expect a "killer app" in the Consumer Electronics realm. AppleTV will be cut in favor of this new product...

[websterphreaky]

The only "KIller App" Apple ever does is their own Updates for OS X and iApps - which are SO BUGGY that they KILL their own Mac Hardware, OS X and most Apps on the Mac installing the Updates! Bwah ha ha ha ha!<br /><br />In Denial ********?? Here's just ONE recent bit of proof, right from this Apple AssKisser Site:<br /><br />"Apple offers advice on 10.5.6 upgrade problems<br />CNet by Tom Krazit, December 18, 2008<br /><br />If the Mac OS X 10.5.6 update caused you problems earlier this week, try, try again.<br /><br />Apple has acknowledged an issue encountered by some Leopard users trying to install the company's latest update released Monday."

[smacsteve]

IMO, Apple will not try to be a factor at CES. It's just not Apple's style. This is one of the reasons that Apple has all those billions in the bank... They don't waste money on huge lavish events and freebies like Sony, M$, Panasonic, Samsung, etc, etc... They don't need to with all the foot traffic in their stores and the loyal employees they have to demonstrate the great Apple products. CES might need Apple and these other companies need the CES to get their new products introduced, but not Apple.

[djk_norman]

It would be great to see Steve Jobs give the CES Keynote. Finally a keynote with vision vs. the nonsense gates and ballmer have been throwing at the CES community. nothing they have said has been groundbreaking, interesting, creative, innovative, or real.<br /><br />Insofar as releasing products after holiday buying system - very good idea and Apple has been doing it for years. Timing wise, if Apple can clear out inventory of old products before xmas buying season, they make out like bandits. Clearing out old inventory / old products is the high profit margin time. Selling new products have less margin as production is not up, and components are generally at their highest price point.<br /><br />Apple at CES - bring it on!

[trd1282]

How about Jobs and Ballmer together (or versus). That could be entertaining.

[websterphreaky]

The only thing Stevie Gods will be doing is Farting Dust .... GOOD RIDDANCE!!

[solitare_pax]

CEO Deathmatch! Jobs &#38; Ballmer with iPods &#38; Zunes in the ring. Would that make anyone happy?

[Perry_Clease]

"It would be great to see Steve Jobs give the CES Keynote"<br /><br />Well Apple doesn't need to have a booth at CES in order for Steve Jobs to give the keynote. He could use iWork 09 Keynote for the keynote.

[Vegaman_Dan]

If Apple were attend CES, they would be going back on every reaon they gave for leaving MacWorld. That sort of dishonesty would be hard to ignore by even Mac fans and the industry. <br /> <br />Nah, I think it's just a rumor like any other.

[AppleProLeo]

Apple has many times before "gone back on their word" to avoid disclosing business strategies, even if that meant 'lying' or as you put it "dishonesty". I wouldn't call it dishonest but rather misguiding the competition, most sensible Mac fans don't take it to heart or personally. <br /><br />As Steve Jobs always says, "Lose lips, sink ships"

[solitare_pax]

Dropping MacWorld Expo - where they know they have a committed group of Apple users who will buy the product anyways, and switching to the CES, which has people and vendors who are less familiar with Apple's toys makes sound sense - it will give everyone a chance to compare Mac vs everyone else, instead of a Mac lovefest.<br /><br />I always thought having Macworld at the exact same time as CES was a stupid idea anyways.

[Peter Bonte]

Seems like a logical move, Apple has its stores to reach the Apple users and every single hardware product they make also work with Windows!

[ikramerica--2008]

No matter what some people want to believe, going to CES is not "going back on a promise" or anything like that. CES has become very important in the consumer electronics realm, MacWorld had become pointless in the PC realm. Apple wants to become more than a computer company (they already have, with the iPod, iPhone and iTMS), and that means they are focusing on that in the future. Sure, it sucks for us Mac users who actually care about the COMPUTER, but that's where the world is headed, and the only space left that still has margins. People seem to be willing to overpay for cell phones and music players but not for computers. Apple's not dumb. They know where the money is?

[canberra_photographer]

Apple is increasingly moving towards home entertainment. The Apple TV is an opening gambit and may be the start of a whole new division which would suit the CES crowd. Highly doubt Apple will go to CES though... though a Balmber vs Jobs grudge match would be good!!!

[websterphreaky]

Apple STOLE (as usual) the concept of the "Apple TV" (a big flop BTW) from companies that had exactly the same thing - streaming pictures, video and audio via Wi-Fi - YEARS before Apple. Such as D-Link Media Lounge available (I have one with HD and 802.11g) TWO YEARS BEFORE Apple TV!<br /><br />That's Apple - The Great iNOvator and Apple FanBoys, The Great ********.

I bet that this rumor was seeded by the folks at CES. They are trying to lure vendors away from Macworld. The vendors from how attended Macworld this year are being asked to sign up for next year now. If the folks at CES can get a critical mass to jump ship, they can be the "Kingpins" of the Mac trade show business. Believe me, the trade show business is absolutely ruthless.