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Activity Forums Apple Final Cut Pro X The Apple Booth at the B&H Bild Expo NYC

  • The Apple Booth at the B&H Bild Expo NYC

    Posted by Craig Seeman on September 7, 2023 at 9:57 am

    The Apple Booth at the B&H Bild Expo NYC.

    Booth with a bunch of people wearing shirts with Apple logos but the booth says Apple Authorized Retailer. Contains several rows of the various new Macs and a small area featuring Final Cut Pro with demos every two hours.

    B&H is an authorized retailer but they were all wearing Apple shirts, not the typical B&H garb. Also only featured FCP and not other ProApps such as Logic.

    Other computer companies such as Asus, Dell, MSI also had booths though. Perhaps just B&H wanted to make sure their Macs were represented.

    Ben Balser
    replied 8 months ago
    3 Members · 6 Replies
  • 6 Replies
  • Mads Nybo jørgensen

    September 12, 2023 at 2:09 pm

    Hey Craig,

    Thank you. Interesting, as one would not expect Apple to “sponsor” a boot stand, which is what they may have done through either free demo gear, additional di$counts, sales promotions etc. And, it is more cost effective to get a dealer to do the work.

    The other side to the coin is that B&H would not get much margin out of a PC, not least as companies like Dell, prefer to ship directly to end-client. And, one should not forget that over the years, dealers have at times put on “T-Shirts” for a specific manufacturer. Just to send a signal to suppliers who they were previously loyal to, that those suppliers needs to treat their VAR better, much much better…

    You didn’t mention HP, were they present?
    And, how about Adobe?

    As FCPX is currently in a race with itself to reach the bottom, as lack of investment in the NLE Software and poor treatment of their plug-in base of suppliers is starting to bite. It is interesting that B&H are building their business marketing on a software belonging to a company, that like Dell, wants the end user to buy direct…

    Just thinking out loud.


  • Craig Seeman

    September 12, 2023 at 2:23 pm

    HP and Adobe were there as well. Blackmagic had a booth as well which had Resolve running but was mostly focused on ATEM switchers… even their cameras were less prominent than ATEM.

    The other computer booths were towards the back of the show floor.

    Apple’s booth was up front as you enter. They were given a position of prominence. The interesting thing about B&H’s relationship with Apple is they are one of the few stores where you can walk in and buy BTO systems already configured. Heck, even the Apple stores don’t do that. In addition to having many Macs at the booth, seeing FCP was a mild surprise given B&H obviously doesn’t sell that (only available through the Mac App Store). Clearly, someone still has the belief that FCP sells Macs. Even if the booth were a completely B&H-run booth with their employees wearing Apple shirts, it certainly a show of confidence in an Apple retail presence.

  • Ben Balser

    September 21, 2023 at 3:31 pm

    It was not an Apple booth, it was a B&H booth, as they are “authorized resellers.” Apple itself had no booth at NAB at all. That was 100% B&H on their own.

  • Craig Seeman

    September 21, 2023 at 4:32 pm

    Yet why would they feature FCP since B&H obviously doesn’t and can’t sell FCP. They can just as easily sell Apple hardware with Resolve or Premiere Pro. The featured ONLY FCP. And all booth staff wore Apple shirts, not B&H. While they may have been staffed by B&H employees it seems the both setup may have had conditions controlled by Apple (only Apple software and only Apple attire). I can’t see something that B&H would otherwise limit themselves by. In the store, they only feature Apple hardware running Blackmagic and Adobe software.

  • Mads Nybo jørgensen

    September 21, 2023 at 5:25 pm

    I think that it would be fair to assume that B&H would be putting on B&H T-Shirts, and showcase everything in their shop, unless a better offer came by.

    In the same way the fridge in your local grocery store often comes with Coca-Cola or Pepsi or other branding. These things are not free, and often a sponsor will soften the cost of displaying their merchandise right up at the front.

    The real question is whether B&H knows something about FCPX development, that the rest of us have missed – because currently even Avid are starting to look attractive again.


  • Ben Balser

    September 23, 2023 at 2:05 pm

    “I think that it would be fair to assume that B&H would be putting on B&H T-Shirts, and showcase everything in their shop, unless a better offer came by.”

    No, B&H is a super store for electronics, the put up displays, online ad campaigns, etc, all the time that are brand or product specific. It’s normal practice for large resellers to do that. They’d put on the Apple t-shirts (there’s no law stopping anyone from wearing an Apple t-shirt for whatever reason) to sell Apple products. But Apple didn’t lift a finger for someone else’s event. I’ve seen B&H do this before, I think it’s a big deal made over nothing. But let the unfounded rumors fly.

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