I mean….who knows. The last time they were there, which wasn’t even an official capacity, the resulting fallout was pretty intense. My guess, and it’s just a guess, will be some sort of hardware tie in with M1 or whatever is next from M1. Premiere is now M1 native (some say it’s 170% faster at certain tasks), as well as other developers coming around. It must be worth it if Apple is going to have an actual booth on the main floor this year?
Just to be clear, there is zero corroboration to this one single blogger’s claim that Apple will exhibit. “Attending” is not exhibiting and there’s a huge aspect to NAB that’s separate and apart from the show floor. Like meetings and presentations for NAB members who are media and tech execs. Remember, Apple is now also a streaming company, i.e. they are in the “broadcast” business, which is NAB’s main purpose.
There was an NAB splash page listing Apple as a company attending, along with Epic Games, CBS, etc. These are companies (of thousands) who may attend. This is not a list of exhibitors. Apple has now been removed from that splash page and they don’t show up anywhere on the exhibitors’ listing. Error? Clickbait to attend? Who knows?
Apple personnel have always attended, regardless of whether there was a booth. In some years they had a keynote as part of PPW and in some years they had an off-site demo suite.
So, while this rumor might turn out to be true, don’t get your hopes up 🙂
This year is still going to be very underwhelming compared to pre-Covid attendance levels and show size. There’s no South Hall. So I wouldn’t put it past the events staff to do a bit of name dropping to drum up attendance 🙂