Stephen PrenticeSo Apple are scaling back their trade show presence, big surprise (not!). What is more surprising is that they have kept it going for so long! It was many years ago that IBM abandoned the once obligatory huge stand at the big trade shows, realizing that they can get more bang for their buck doing their own thing. The big computer trade shows (remember Comdex?) were all about selling technology to big business, but that has never been Apple’s focus of attention. They are consumer focused, with huge brand presence and iconic status – something which has been reinforced by Steve Jobs showmanship and stagecraft. As a frequent presenter myself I remain in awe of his utter mastery of the craft. He is a presenter in the mould of the great orators – often leaving the blockbuster revelation right to the end with his famous “…. and one last thing!”
But times are changing. Many business technology buyers have already moved beyond the trade show and thanks to the internet, social networks, YouTube and the rest, consumers can find out all they need to know (and see it as well) without having to leave the comfort of their own home. Let’s face it, the best days of the big trade shows are over, and the current economic crisis is only going to accelerate the decline. Apple have long since abandoned other computer shows around the world, their exit from MacWorld was pretty much inevitable.
Speculation is rife as the conspiracy theorists move into overdrive: Steve Jobs health?; Succession plans?; Nothing new to announce? All pretty pointless – Apple will remain as tight lipped as ever as to the real reasons and their strategy has served them well over the past years. Most likely Apple just got tired of having an externally imposed timeline for product releases. Sure, the MacWorld keynote has served them well – remember the iPhone launch in 2007 which stole all the headlines away from that other huge technology fest, the Consumer Electronics Show in Las Vegas – but in todays video enabled, internet linked, socially networked world they could still broadcast Steve live to a global audience. And with some of the most valuable retail space in the world (with sales per square foot five to ten times greater than most other upscale outlets) they have built their own direct face-to-face channel to the consumer.
I am a huge fan of Steve Jobs showmanship and stage presence, and I will miss the excitement of the MacWorld keynote, but I’m not going to waste time speculating on hidden meanings.
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