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Should Apple attend NAB this year?
Subject says it all. I’m thinking they should attend to tout any new features they have added to FCP X by that time, to talk more about hardware/plug-in support, and to preserve some of their “Pro” reputation. Of course, we will have to wait and see if it happens but I think it would be a good move. Thoughts?
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28 Replies
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Apple as a company no longer participates in any trade shows for any of their products. I don’t like this policy as the Apple booth was always an exciting place to be during NAB and I’d love to see them there. Not like they can’t afford it…
Lance Bachelder
Writer, Editor, Director
Irvine, California -
But I do think they could do a legitimate in depth feature presentation on stage.
Then, have Evan Schechtman and Ronny Courtens discuss how they’re using it in facility and broadcast environments.This would not be a SuperMeet takeover, their own presentation.
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Even though they don’t have a public presence, Apple is always at NAB.
I’m not sure what Apple would show off, but my guess is that third party hardware/software will be shown off if the particular manufacturers is interested in FCPX, and has a product that is actually viable in working with FCPX.
Interestingly, (and to throw a bunch of highly flammable fuel on a raging fire) the next “update cycle” of FCPX (if Apple continues the current trend) should be right around NAB. And there’s also talk of the new MacPro grade intel processors being ready around April as well.
Jeremy
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For decades, the “trade show” was the target event for rolling out manufacturers new products. It was efficient for all parties. The producers could set “product readiness” dates, sales forces could gather to be educated, and PR knew when their information had to be “locked” for distribution.
I think the spread of the internet has changed ALL of that.
With a direct, persistent link from producer to customer via the web and search, everyone knows everything as soon as it’s made publicly available.
So what is the “trade show” for these days? It’s largely social interaction.
Yes, the ability to assess gear in a “hands on” setting is valuable, but it’s pretty expensive to take a trip to a centralized location once a year, when the same products are likely to be distributed closer to you in the months after their “trade show” reveal. And with YouTube, et al – the “virtual product demo” – if done even reasonably well – can give the potential purchaser most of the “tire kicking” experience on-line.
In the early years, I usually came home from NAB, CES and the like with 20 pound bags of one-sheets, brochures, and similar “educational” materials. Now I leave with maybe a half dozen photo-notes on my phone.
I go to see friends and socialize with colleagues. The INFO requirement is gone.
Apple understood that well in advance.
Formal trade show participation might not always be the best way to reach potential customers in the modern era – unless they can “re-invent” themselves to provide things we can’t get on the web.
I actually think the “Supermeet as performance” demo – and the social oriented “after”parties are the best thing about the modern trade show.
The human connections are important. The one-sheets? Not so much anymore.
My 2 cents anyway.
“Before speaking out ask yourself whether your words are true, whether they are respectful and whether they are needed in our civil discussions.”-Justice O’Connor
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That’s why I think Apple would have motive to do a stage presentation (no booth).
The value of booth marketing is one the decline for sure.What NAB gives Apple is a chance to create trade media buzz in a centralized location in a single controlled stage presentation. They got the buzz last year although I think they got caught by their own stinger. The only question is timing for any further FCPX advances. Apple’s forte in the past has been the stage show and NAB gives them press and high end user concentration. It’s precisely the social aspect that would make this work. It would be their “social media” event, in person.
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[Jeremy Garchow] “I’m not sure what Apple would show off, but my guess is that third party hardware/software will be shown off if the particular manufacturers is interested in FCPX, and has a product that is actually viable in working with FCPX.”
I recall one year when Apple had stage time at a Supermeet…before FCS 3 was released…and we all thought they would announce something about FCS 3. But no. Steve Bayes went on stage to say “Look at all the great partners we have!”
Needless to say, that didn’t go over well. So if they do that again… “Hey, look, we are really great because third party apps are plugging our holes!” they might get a similar reception. As they are getting now, on the web.
Shane
Little Frog Post
Read my blog, Little Frog in High Def -
I understand the economics of it all the instantaneous info we get via the web, but I still love trade shows. Love walking the floor and of course all the after hours fun. I miss driving out to Vegas and getting a speeding ticket trying to get to the FCP Sunday morn event at Paris when they wow’d us with the 1st “studio”. I miss all those jumbo shrimp and champagne!
I also think it’s powerful to know you have 100,000+ paid professionals who can go back to all four corners of the globe and evangelize all their colleagues for your product! Yeah they can learn about it on the web but first hand feeling, seeing and touching goes a long way. I’m sure that’s why Avid came back to NAB.
I’ve had the privilege of working for AJA for several NAB’s and no one does a better job of maximizing trade shows than they do – from their booth stocked with working pros to their insane best-of-NAB party! It’s all for goodwill for their customers and they’ve built a huge loyal base.
But like Jeremy said – Apple is always at NAB, whether they have a booth or not – FCP has been ubiquitous for years, even though they’ve stopped coming. It will be interesting this year to see if X shows up in various booths…
Lance Bachelder
Writer, Editor, Director
Irvine, California -
[Shane Ross] “Needless to say, that didn’t go over well. So if they do that again… “Hey, look, we are really great because third party apps are plugging our holes!” they might get a similar reception. As they are getting now, on the web.”
It didn’t stop anyone who had a third party solution from showcasing fcp legacy in their repsective booths. Apple employees are mingling at NAB, but the software was almost everywhere it made sense to be.
Third party development has always been fcp’s method.
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[Jeremy Garchow] “Third party development has always been fcp’s method.”
Not for OMF export (it was for a while…needed Automatic Duck to do it right, but then they fixed it internally), XML, EDL…capture from tape, output to tape (non-firewire sources). Just the basics…
Shane
Little Frog Post
Read my blog, Little Frog in High Def -
[Shane Ross] “Not for OMF export (it was for a while…needed Automatic Duck to do it right, but then they fixed it internally), XML, EDL…capture from tape, output to tape (non-firewire sources). Just the basics…”
I hear you.
OMF and edl, yes.
XML is Apples, and is still Apple’s. You won’t need third parties for that in X.
Capture from tape absolutely required third party in legacy, and fcp7s interface to plug in to sucked.
My feeling is that with AJA Control Room, things will be just fine in tape capture/output as AJA and other companies get to interface with their own hardware the best way they can.
Whether or not you will choose to use or are comfortable with third parties is another matter. And that’s fine. I wrote about it here:
https://forums.creativecow.net/readpost/335/26229
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