The Mac Observer

Skip navigational links

You're viewing an article in TMO's historic archive vault. Here, we've preserved the comments and how the site looked along with the article. Use this link to view the article on our current site:
NAB, Sans Apple and Avid

NAB - NAB, Sans Apple and Avid

by , 5:25 PM EDT, April 15th, 2008

LAS VEGAS - NAB is seen as the largest annual broadcast-related conference in the United States, and the two big players in that market are Apple and Avid. Both of the big players, however, are missing from this week's event, leaving many show goers wonder what's going on.

Avid pulled out of this year's NAB event late last year, and Apple followed suit in February. Apple claimed that it bowed out because there are more effective ways to spend its advertising dollars.

Apple's senior PR manager commented "Often 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."

Avid apparently pulled out of NAB for similar reasons.

For show attendees, however, that isn't much of a consolation considering this may be the only time each year they get meaningful "face time" with Apple representatives. While some show goers have expressed disappointment that neither Apple nor Avid is at NAB, some assumed Apple would be there and were surprised to find out that wasn't the case.

Despite the glaring absence of both companies on the expo floor, Apple is still well represented thanks to the wealth of partner companies that rely on Apple technologies for their products. Many booths are sporting Mac Pro and MacBook Pro systems, and some are even showing off video editing solutions connected to the MacBook Air.

While not immediately visible, the companies do have a presence of sorts at NAB. Both have set up appointment-only shop in suites at the Renaissance hotel across the street from the Las Vegas Convention Center. Avid also ran a series of training sessions, while Apple kept a lone person in the lobby to direct invitees to its private suite.

Apple and Avid may be missing from the expo floor this year, but both companies impact can still be felt through all of the convention halls. The excitement that is usually reserved for Apple's booth isn't, however, going to waste since companies like Red are cashing in on the extra attention that would otherwise be focused on Apple.

Despite the negative attitude some attendees have because Apple and Avid are missing, the overall expo feel is upbeat, and show goers seem to be focused more on the transition from SD to HD video -- a market where both companies have a lot to say, but can't, since they aren't here.

Recent TMO Headlines - Updated June 28th

Mon, 4:18 PM
How Apple Watch Mirroring Works on iOS 16
Mon, 3:33 PM
Apple Suppliers Begin Shipping iPhone 14 Components
Mon, 3:29 PM
Tesla CarPlay Workaround Update Now Offers Support for All Tesla Models
Mon, 2:39 PM
Trailer for Apple TV+ San Fransisco-Thriller 'Surface' Goes Live
Mon, 1:58 PM
Lock Screen Widgets on iOS 16 Offer Preview of What an Always-On iPhone 14 Can Do
Mon, 1:52 PM
YouTube Tear-Down Shows Why New Base Model 13-Inch MacBook May Have Slower SSD Speeds
Mon, 12:48 PM
Gurman Predicts New Original-Style HomePod, Apple TV Sees Upgrades
Mon, 8:44 AM
Gurman: Apple to Release Watch Series 8, SE, and a Ruggedized Variant for Extreme Sports
Mon, 8:02 AM
Apple Plans to Release Four M2 Macs, Gurman Says, As Work on the M3 Chip Begins
Sun, 3:12 PM
For New Apple Store Workers Union in Towson, Maryland, the Journey Has Only Begun
Fri, 5:06 PM
’Obi-Wan Kenobi’ Star Moses Ingram to Join Cast of Apple TV+ Series ‘Lady in the Lake’
Fri, 4:31 PM
Chris Evans Stuns the Internet By Upgrading His iPhone 6
  • __________
  • Buy Stuff, Support TMO!
  • Podcast: Mac Geek Gab
  • Podcast: Daily Observations
  • TMO on Twitter!