WTF? – Apple Drops Out of NAB 2008
Apple, who has traditionally had one of the largest booths at the NAB Tradeshow, has announced it will not be purchasing a booth at the event this year.
â€œApple is participating in fewer trade shows this year,â€ said Anuj Nayar, senior manager of PR at Apple. â€œOften there are better ways to reach our customers. The increasing popularity of our retail stores and Apple.com Web site allows us to directly reach more than 100 million customers around the world in innovative new ways.â€
Given Apple’s huge push in recent years into the film/video/animation industry, this move is fairly major news. While this does not necessarily mean Apple will not conduct user groups or smaller hands-on events (although that quote does not sound promising), “scaling back” their presence at NAB is almost up there with “scaling back” their presence at Macworld.
It’s looking like this year’s NAB will not be the hotbed of digital editing that it was n years past, as only a few months ago, Avid announced it too would not have an NAB booth this year.
Looks like shouldn’t be expecting any huge updates to the Final Cut suite this April.
[UPDATE: TVTechnoogy is reporting that the NAB' Dennis Wharton has confirmed Apple's pullout, but adds that "Weâ€™re talking about some on-site business opportunities with Apple." So take from that what you will. Hopefully there will be some sort of Apple presence at the event, although no floor presence.]