Why Apple Has Been Elusive At The CES Platform
Apple has been missing from the world’s largest electronics tradeshow, the Consumer Electronics Show (CES), for almost 15 years from now.
Since CES started gaining popularity, almost every tech company has tried to shine at this show in order to attract consumers, investors or other stakeholders. These companies have presented innovative products and ideas for future. But Apple, the company that firmly believes in innovation, never relied on CES to present its products.
Has Apple’s intentional avoidance of the annual event affected the company negatively? Let’s see what Apple has achieved in these 15 years.
It transformed from being a company that sold mildly popular Macintosh computers to one that now sets standards for consumer electronics. It has entered established markets and fended off competition with its innovative products including iPod, iPad, iPhone, Macbook, and software like Touch ID.
Guarding its technology and operating system is the other key decision which has helped Apple in keeping an edge over its competitors. By doing so, the Cupertino-based company avoided glitches that Android and Windows have faced by licensing their working platforms.
Although making Android operating system open-source helped Google in expanding rapidly, it has taken major part of revenue share away from it. On the other hand, Apple has been constantly enjoying the whole share of its revenue without having to worry about licensees and their share.
Apple has grabbed market share of already established companies that were on top in their times. From once-big tech giant IBM to Microsoft, it has dominated all. Although Microsoft is still the leader in PC markets, Apple has managed to eat a lot of its market share with Mac PCs and OS X software.
If two tech giants are not enough, Apple has managed to overshadow Google and its Android operating system with its iOS software.
The thing with Apple is that they didn’t just stop at PCs. The company believed (and still do) in innovation and moved on to new products and concepts while maintaining their original product lines. This allowed them to introduce iPod, iPad, and the most successful iPhone.
In the past years, Microsoft used the CES platform to present new ideas. To counter that, Apple CEO Steve Jobs started Macworld Expo platform to present his ideas and products. The ideas presented by Jobs were not mere visions, but they were transformed into products that were ready to be shipped on their launch date.
Ever since, Apple started besting Microsft in operational excellence.
At CES 2005, Bill Gates presented his ideas such as “Windows Media Connect” and “IPTV” without supporting products or any framework of its adaptation. In the same year at Macworld, Apple launched many products that realized new ideas. These products included iPod Shuffle, Mac Mini, Mac OS X 10.4 Tiger, iMovie HD in iLife 05, and iWork 05.
Like Apple dominated IBM in the past, it carried on its legacy by knocking mobile phones giant Nokia off its perch during 2002-2010. Then came Samsung with its flagship phones to compete with Apple’s iPhone but iPhone is still the most selling phone and its selling figures outshine Samsung’s.
Now Apple is launching new products like Apple Watch and diving into new technologies such as an Internet of Things (IoT) platform.
Considering the history of Apple’s success, it is safe to say that the company’s decision of not attending CES didn’t hurt it, and that it’s capable to outshine its rivals in every tech-related domain even without having to rely on such events.