Macworld Expo exit opens new doors for Apple

Apple Store“Apple’s lack of new products at this year’s Macworld Expo, although shocking to some, signals some major changes in the secretive tech giant’s long-term marketing strategy,” james Rogers writes for TheStreet.com.

MacDailyNews Note: iWork ’09, iLife ’09, DRM-free iTunes Store music, and a 17-inch unibody MacBook Pro were introduced at Macworld Expo this year.

Rogers continues, “Apple recently sent shockwaves through the tech industry when it announced that 2009 would be its last year to exhibit at Macworld, where it has traditionally showcased its latest technologies.”

“With more than 3.5 million people visiting its retail stores each week, and more than 100 million accessing its Web site, Apple clearly feels comfortable stepping away from the conference arena. And why not? The average iPod or iPhone user is more likely to get a tattoo than hang with the conference show geeks,” Rogers writes.

“Apple may also be attempting to liberate its product roadmap from the trade show schedule, which often forces tech firms to push their latest announcements through to coincide with a specific event,” Rogers writes. “Apple’s every move is so closely scrutinized that it no longer needs the launch pad offered by technology conferences.”

Full article here.

MacDailyNews Take: Jim, fire Moritz and give Rogers more assignments.

16 Comments

  1. First, right after the holidays is a bad time for a consumer electronics show.

    Second, the rumor mill goes nuts for these show, such that the annoucements never live up to the imagined hype.

    I’m not sure having a retail chain is really impacted by this. Sure, it would be nice to have tradeshow-viewing events at stores, then roll the products out for the customers right afterwards, but that is difficult to coordinate. Better to set your own announcement schedule without being dependent on trade shows.

    Personally, if Macworld sticks around, I hope Apple keeps some sort of presence there, but I agree it is no longer needed as a major product annoucement point.

  2. Trade shows in January were useful when you had to give your retailers an indication of what products were coming over the next 6 to 9 months. But Apple has its own stores, and doesn’t talk long-term.

    So MacWorld in January does nothing for them, though CES in January serves that purpose for other retailers.

  3. Apple’s already stated that in ONE WEEK 100 times more people visit their stores than go to a Macworld Expo, so why bother with the Expo? At a store, a lot more people can experience Apple’s tech first-hand.

  4. Those invites to “special events” Apple sends out might just garner more attention than the MacWorld Expo. I doubt they would stop doing them.

    The Dude abides.

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