Apple to Attend CES?

[MacRumors]

http://www.macrumors.com/images/macrumorsthreadlogo.gif (http://www.macrumors.com/2009/01/08/apple-to-attend-ces/)

The possibility of Apple attending CES has been the subject of speculation ever since Apple announced they would no longer be attending future Macworld events. And sure enough, Cult of Mac has a source (http://cultofmac.com/apple-ditching-macworld-in-favor-of-ces/6800) that claims to have "friends who work at Apple" who insist that Apple will exhibit at CES next year.

While an interesting possibility, this would go against Apple's explanation (http://www.apple.com/pr/library/2008/12/16macworld.html) about why they were pulling out of Macworld in the first place. According to press release, Apple believes that trade shows are a minor part of how the company reaches customers. There had also been reports that Apple was unhappy with forced release time-table of a January show. Moving to CES -- also a January show -- would also not alleviate this issue.

Cult of Mac cites a single source and gives no indication as to their credibility.

Article Link: Apple to Attend CES? (http://www.macrumors.com/2009/01/08/apple-to-attend-ces/)

[cherry su]

Interesting, but CES is mostly dominated by PC manufacturers yes?

[Eidorian]

We can only hope. Apple just needs some iMac/Mac mini events to get things started this year otherwise.

[Viddrumr32]

I agree. It just doesn't make sense, citing the reasons Apple said they were leaving MacWorld in the first place.

[iBookG4user]

This wouldn't make sense because of the reason they pulled out of MacWorld. I really don't see this happening.

[kwood]

I can see them attending and setting up a display but not delivering a keynote or announcing new products.

[PlaceofDis]

We can only hope. Apple just needs some iMac/Mac mini events to get things started this year otherwise.

this year's wouldnt be an options since its underway.

as for next years and in the future... doubtful but perhaps.

[The Samurai]

A lot of vendors and consumers may be disappointed in this decision, if this news does indeed turn out to be true.

[SFStateStudent]

Also, as stated in other forums; CES is not tailored to "the average Joe/Joan" whether it's Mac or PC, but industry insiders and vendors or the media...:(

[gkarris]

I can see them attending and setting up a display but not delivering a keynote or announcing new products.

Yep, that would be about it....

These shows are extremely costly.

I'm convinced that Apple will have their own events (linked to all their stores) as far as new products and keynotes.

[fendol]

And remember that this is from supposedly a source that works at apple. I don't think it makes much sense the reasons they officially gave to not participate on macworld :confused:http://www.seoagora.com/img/589/d08l1104oulu/smiley2.gifhttp://www.seoagora.com/img/308/s08e1024rvou/champagne.gif

[BenRoethig]

Interesting, but CES is mostly dominated by PC manufacturers yes?

Well, Apple seems to becoming more and more like them each passing day. Seriously, CES is an all aspect electronics show. PCs and accessories, phones, cameras, camcorders, televisions, DVD/Blu-Ray and home audio products. It seems PC dominated because Macworld and Apple had been putting on their own show in Frisco the past 24 years. A lot of companies had a presence at both shows with the Mac products and announcements coming at Macworld. You also don't see a whole lot of pro audio and music stuff, they have their own convention called NAMM.

The advantages I could see to coming to CES could be keep up its presence and have a place for the community to have access to Apple without the pressure to put on an earth shattering keynote with amazing new products..

[iOrlando]

this rumor is not true. let's move on.

i can list the reasons why its not true...but most people already probably know them by now...

[crees!]

I agree. It just doesn't make sense, citing the reasons Apple said they were leaving MacWorld in the first place.

To make even further inroads in to the Windows realm.

[SiriusExcelsior]

I can see them attending and setting up a display but not delivering a keynote or announcing new products.

I think this is plausible. Apple doesn't want to have a trade show focussed on them (Macworld), but that doesn't mean they don't want to have a trade show at all. At CES the focus is on consumer electronics, not Macs, so the pressure on Apple to deliver something new is greatly reduced. They said trade shows were a minor part of their customer interaction, they didn't say it played no part~

[esquire360]

I think it would be good for them to be there....

[alexbates]

Apple must be having trouble getting products ready to release if they are saying that they are forced to release products. This must explain why not much was released at MacWorld.

If MacWorld is not a good place for Apple to reach out to customers, then what is?

[Santa Rosa]

I can't see it happening. I just dont see it as Apple's scene to be crowded in among all the random electronics at CES.

Apple want full control over the events they hold and where and how they are seen, with first impression being very important to them.

[Dmac77]

I don't see this happening. Apple pulled out of MacWorld because of the release timetable, and because trade shows are a dying breed. I think Apple will have their own release events from now on. It would be complete and total hypocrisy for Apple to attend CES.

Don

[BornAgainMac]

They should do it only if they can do the keynote. They can reach people that normally would never go to an Apple store. Justification completed.

[leishan]

It would be great for them to be there but I don't really see it happening.

[MasterNile]

Apple must be having trouble getting products ready to release if they are saying that they are forced to release products. This must explain why not much was released at MacWorld.

If MacWorld is not a good place for Apple to reach out to customers, then what is?

Their own events, like what they did with the notebook release. Then they have no external time table telling them "these products must be done by this time," they can release them when they are ready to.

[puckhead193]

the thought of apple going to CES grudges me.... i can understand no more keynotes/announcements but not displaying at macworld and going to CES instead is a slap to the mac community IMO.

[kkat69]

Apple must be having trouble getting products ready to release if they are saying that they are forced to release products. This must explain why not much was released at MacWorld.

If MacWorld is not a good place for Apple to reach out to customers, then what is?
Their own events, like what they did with the notebook release. Then they have no external time table telling them "these products must be done by this time," they can release them when they are ready to.

Exactly. MacWorld would pressure Apple to release something. People like the ones in this forums put expectations on Apple releasing something. It's about time Apple took care of Apple and released when THEY were ready to release.

Though I don't think it's a good idea to leave MW completely. Maybe the people at MW would re-evaluate whats important and not put added pressure on releases but maybe just focus on Keynote for what a Keynote is... A KEYNOTE SPEECH. Not a "Here's what we have for you to buy today!" but rather a "here's the state of the company and we'll have something new for you when we're God damn good and ready to release it!"

[bick]

If true, would be a brilliant move in my opinion. But only if Steve Jobs does the keynote. Apple's next move is the enterprise, and the inroads that could be made by going to CES would be significant. Imagine Steve wowing the crowd at the 2010 CES keynote.

[twoodcc]

i don't think this will happen. i mean, it doesn't make much sense. apple is leaving macworld b/c they say they are getting out of trade shows

[BenRoethig]

the thought of apple going to CES grudges me.... i can understand no more keynotes/announcements but not displaying at macworld and going to CES instead is a slap to the mac community IMO.

The ipod community has replaced the Mac community in Apple's eyes. They can sell more Macs and make more money from them than they can Mac users.

[Angelo95210]

With the crisis, many companies have given up with the CES. In my company we go there, but I have been told that there is 10% less attendees than the previous year...

So yeah, maybe not the best time for Apple to step in CES...

[zap2]

I guess it Apple had something come Jan 6th in 2010, why not, right?


But they might not want to be FORCED to have whole keynote of products


Or there is more to the story of Apple leaving MWSF or this report is just off

[blindzero]

I think it makes perfect sense as Apple has been trying to become more of an electronic company (Phone/Music/TV).

True they could continue to focus on their Cult of Mac community with keynotes and Apple Store highfives...but there's a point where you gotta wonder if they will reach their saturation point without seriously attacking the other electronics companies on their home turf.

I'm torn. I like the separate attention they get from keynotes at Macworld and such as trying to follow all these TV announcements at CES this year is friggin tough.

[sgntscrawn]

If true, would be a brilliant move in my opinion. But only if Steve Jobs does the keynote. Apple's next move is the enterprise, and the inroads that could be made by going to CES would be significant. Imagine Steve wowing the crowd at the 2010 CES keynote.

I didn't mind Phil Schiller's keynote. In fact I prefer him over Jobs, because he's a little more unassuming and less arrogant. Besides, he used almost the same catch phrases as jobs does - "I'm really proud", "I'm really excited" "cool, huh?" etc.

The CES thing - I agree with most people, it would be pointless. They get industry and press at their own events, so exposure won't be a problem (when has it ever been a problem for Apple, anyways?). CES is not open to the public, so they can't show their customers (makes it slightly pointless, in my opinion). And trade shows are expensive and can have the effect of forcing a timetable. All these are cons, and Apple can't see too many pros. I don't blame them for pulling out of Macworld and any other trade shows, and I don't see them going to any other trade shows like CES.

[funnyent]

like a cow on the highway, its not gonna happen!

[Robert.E]

When Apple first said they were no longer going to attend MacWorld, this was my first thought. Apple seems to want to get away from just being thought of as a computer company (changing the company name to just Apple, Inc.) Going from MacWorld to CES would just further prove this point.

[kjs862]

I really don't think this is going to happen.

[bobsentell]

MW and CES always competed with each other in one way or another and the victor, in terms of attendies, has been CES. Apple's "explanation" may have been a polite way of saying the MW is the loser. You can't expand your business buy selling to your existing customers. You have to reach those who don't normally look to your products. This is why the Wii has sold so well. Nintendo reached outside it's normal customer base and struck gold. Apple may be trying to do the same thing, like they did with the iPod/iPhone. Despite its faults, Vista is still more popular, in terms of market share, than Mac OS. (http://en.wikipedia.org/wiki/Usage_share_of_desktop_operating_systems)
Apple needs to reach the ~90% of people who don't use their OS.

[NT1440]

Isnt CES more of an industry show to give things to the media? Its not an actual consumer show right?

If it is an industry show, why in the world would apple want to give away ideas of what it is working on?

[zephyrnoid]

My hunch is the MacWorld pullout and 'Other Show' opt-ins have this strategy at the core:
- Why should IDG dictate the venue - a soley Apple oriented one at that?
- Releasing new Apple products in more diverse venues syncs with Apple's general trend as the newly crowned King of the Innovative consumer electronics hill (Sony lost that when iPod first came out and iPhone just kept the ball rolling)
- Apple needs to mingle more with the general consumer electronics crowd ditching Macworld for CES, NAB etc. is a great start
- Apple stores are much better venues for new product releases than Macworld that only happens one week a year and an expensive plane ride away.
I mean, would you prefer to drive 25 miles to try Starbucks newest concoction or just walk into the nearest Starbucks?:D

[NT1440]

My hunch is the MacWorld pullout and 'Other Show' opt-ins have this strategy at the core:
- Why should IDG dictate the venue - a soley Apple oriented one at that?


It is their show, not apples.

I think macworld will continue to live, its the ONE major mac related show out there. Just because apples not their doesnt mean the slew of 3rd party products, what the show is supposed to be about, wont be there

[JeffTL]

Tradeshow attendance can be beneficial without being the star of a trade show. Apple could go to CES at lower cost and with lower chance of causing disappointment, which is bad for investor and consumer relations.

[Ironduke]

Am I the only one who has had enough of apples suprises, Im not a child I dont care for their suprises,most of the time they are let downs anyway.

The should use turn macworld into a small event at their HQ and present the following years plans.

why he cant say.
"We are going to update the mini & imacs before easter"
"The pro will get a significant update by wdc"
"The Iphone....
and "and we plan to update ipods & release a new device in the fall"

i dont know

Im not a child im a loyal apple customer.

[andyjam]

I think that Apple is totally out of trade shows now - as they constantly push in their keynotes, they have hundreds of store all around the world, that attract millions of visitors every week... If I remember correctly, Phil was also going on about how NO other company in the world creates that same level of customer interaction and hype. The purpose of trade shows is for companies to go and interact with the consumer directly, something Apple is doing every day anyway... It makes no sense for them to join another show, it goes against everything they've said about release schedules etc.

What I think is more likely is an iPod centered event (September, slowly moving to late October) and a Mac centered event in February or March. Also don't forget that they have their WWDC keynote in June... Maybe this will become their iPhone event (it always seems to be all about phones anyway...)

My bet is that they will want to keep the three lines separate, and will have three events throughout the year, at 4 month intervals...

[icrew]

why he cant say.
"We are going to update the mini & imacs before easter"
"The pro will get a significant update by wdc"
"The Iphone....
and "and we plan to update ipods & release a new device in the fall"


There are two huge problems with them doing this:

1) It would kill existing sales of their products. To take your example, why would I ever buy a mini now, if I knew could buy a better/cheaper one in a couple of months? See the Apple Lisa for one prime example of this happening. (In short, when Steve introduced the Lisa, he also said that they'd have something better and cheaper--they were already working on the Macintosh--in about a year. Not surprisingly, the Lisa flopped.)

2) It would tell their competitors exactly what they were planning, giving away a strong competitive advantage.

[blindzero]

There are two huge problems with them doing this:

1) It would kill existing sales of their products. To take your example, why would I ever buy a mini now, if I knew could buy a better/cheaper one in a couple of months? See the Apple Lisa for one prime example of this happening. (In short, when Steve introduced the Lisa, he also said that they'd have something better and cheaper--they were already working on the Macintosh--in about a year. Not surprisingly, the Lisa flopped.)

2) It would tell their competitors exactly what they were planning, giving away a strong competitive advantage.

Especially since Apple is mostly against the marking down of aging inventory. You rarely see price cuts that are normal for other electronics companies when new products are on the horizon. They instead dwindle their inventories, launch a new line, let the warehouses blow out old models. Look at the Mac Mini. Same price as always even though there is a new one most likely on horizon.

This is completely different than other manufacturers who seem to allow massive markdowns months ahead of new products (Best Buy/Circuit City all seem to have similar mark downs just before...I can't imagine it doesn't come down from the manufacturers to prevent returns)

I think the way Apple does it now has proven to work somewhat. Other than the 1G iPhone which was priced incorrectly to start with (and they rectified that issue better than any other company so that people would continue to have faith in early adoption).

[BenRoethig]

Especially since Apple is mostly against the marking down of aging inventory. You rarely see price cuts that are normal for other electronics companies when new products are on the horizon. They instead dwindle their inventories, launch a new line, let the warehouses blow out old models. Look at the Mac Mini. Same price as always even though there is a new one most likely on horizon.

This is completely different than other manufacturers who seem to allow massive markdowns months ahead of new products (Best Buy/Circuit City all seem to have similar mark downs just before...I can't imagine it doesn't come down from the manufacturers to prevent returns)

I think the way Apple does it now has proven to work somewhat. Other than the 1G iPhone which was priced incorrectly to start with (and they rectified that issue better than any other company so that people would continue to have faith in early adoption).

The way Apple does it works because Mac users don't have any other choice. What are they going to do, switch to windows? When your existing computer is obsolete or you have a budget window you can only hold on so long and eventually you'll have to cave in whether you want to or not.

[iOrlando]

I been thinking about this a little bit more...

Talked to one person who isnt an apple person...
they thought Macworld was run by Apple (i think alot of people think this).


There is a big difference between that perception...and having a booth/display at CES.


However....
1) Apple wont be a huge player at CES because they wouldnt want to release a product in January (or would they?)
2) I think Apple is probably keeping all options on the table. They probably are seeing how much attention PALM is getting at CES with a new product...and wondering...if they skip January every year...maybe that will give competitors more press and air-time, vs. if Apple goes to CES and steals the show with the latest gadget...yet again they win the PR battle....


Its a tricky decision...


Also..keynote for CES been MSFT for the past 10 years or so....

[lowbatteries]

MacWorld forced a timetable on Apple because of expectations.

Ever notice how the stock price drops after a keynote? Its because of the hype, rumors, and expectations of the media and masses. Every January, all eyes turn towards Apple, and no matter what they release, it bites them in the butt. I'd leave too.

As a shareholder, I would want Apple to stop doing anything that consistently hurt their stock price.

As for CES, why not? I don't think being a non-star at an industry trade show will have any negative impact for Apple.

[Ironduke]

There are two huge problems with them doing this:

1) It would kill existing sales of their products. To take your example, why would I ever buy a mini now, if I knew could buy a better/cheaper one in a couple of months? See the Apple Lisa for one prime example of this happening. (In short, when Steve introduced the Lisa, he also said that they'd have something better and cheaper--they were already working on the Macintosh--in about a year. Not surprisingly, the Lisa flopped.)

2) It would tell their competitors exactly what they were planning, giving away a strong competitive advantage.

alot of apples competitors have a good idea what they are planning.

basically your saying apple makes a business out of duping people, thats nice

[Mykbibby]

If true, would be a brilliant move in my opinion. But only if Steve Jobs does the keynote. Apple's next move is the enterprise, and the inroads that could be made by going to CES would be significant. Imagine Steve wowing the crowd at the 2010 CES keynote.

No chance in hell this is true.

However, if Steve did the keynote, it would be interesting because of how much it would remove the spotlight from others. But Macworld already does that, so what's the point?

Again, no chance in hell.

[Umbongo]

Why would Apple attend CES? What possible reasons could they have? I see no specific reasons in this thread. Apple don't need other people's events to announce products. They said so themselves very clearly.

[paolo-]

I can see apple at CES...

First off, they could get much more media coverage than the others.

If they bring out new products, they could once again put the focus on them, not on the competition.

The Jobs keynote is a mac staple and once again brings hype to them.

Also, it could project the idea that macs are for everyone.


Having that kind of attention at CES is probably a good idea as they could get much more press than at macworld. Mind you, not as exclusive... More attention on CES as a whole not just on Apple.

[ryanw]

Apple hasn't ever had "huge ground breaking announcements" at CES. For them to have a booth and show their products makes sense. Apple has created this situation themselves to where they are so "hush hush" about their products leaving people in the dark about what to expect, and then having huge announcements.

After me being a mac junkie now for about 6 years, this effort is starting to "wear thin" on me.

I love their products, no doubt. But it pisses me off when Balmer makes an announcement promising the world everything will be better with future products and saying all the things it "will do" and the PC crowd just laps it up and says, "See! PC's will rule for ever!" ...

Where with Apple, the proof is in the product. They talk about what is real, show what's real, and deliver what they're talking about.

Many expensive products are emotional purchases. Cars, boats, cell phones, computers, etc. If the microsoft loyal are afraid to purchase windows because of Vista, then they are promising that things will be better in the future "for free" so go ahead and buy vista. We'll "carry you through this experience."

If Apple would learn a "little" from that. People would buy AppleTV's and buy other things if they could talk about a Netflix portal or other future looking things for such product. People are fine with the suffering through growing pains as long as they have hope for a brighter future.

[w00master]

http://www.appleinsider.com/articles/09/01/09/source_apple_plans_to_attend_ces_in_2010.html

Wow. I'm completely speechless.

[zephyrnoid]

Just because apples not their doesnt mean the slew of 3rd party products, what the show is supposed to be about, wont be there
Really? I disagree and would easily put money that at next year's "Macworld" a slew of 3rd party vendors will not be there, they'll be wherever APPLE is releasing new (core) products. Ahem. That's what makes it APPLE's show:D
Macworld used to be revolutionary. We got a chance to hear the true luminaries of computing back in the early-mid 90's. People like Kai Krause. Now it's diluted except for Apple's attendance. No one will fly to San Fran to see the latest peripherals roll out their incremental upgrades. That's the point. MacWorld is hereby dead!:mad:

[zephyrnoid]

Why would Apple attend CES? What possible reasons could they have? I see no specific reasons in this thread. Apple don't need other people's events to announce products. They said so themselves very clearly.

CES wouldn't be about announcing new Apple products. Apple needs to 'work' the trade shows differently now- to drive 3rd party vendors, partners and yes, non Apple customers to the Apple stores. Apple new releases should therefore sync with CES and NAB etc. not with "Macworld". So Apple can announce new releases and actually present them at thousands of stores simultaneously rather than just once in January. It's a brilliant strategy. I just wonder why they waited so long to ditch IDG???

[gmfeier]

Well, Apple seems to becoming more and more like them each passing day. Seriously, CES is an all aspect electronics show. PCs and accessories, phones, cameras, camcorders, televisions, DVD/Blu-Ray and home audio products. It seems PC dominated because Macworld and Apple had been putting on their own show in Frisco the past 24 years. A lot of companies had a presence at both shows with the Mac products and announcements coming at Macworld. You also don't see a whole lot of pro audio and music stuff, they have their own convention called NAMM.

The advantages I could see to coming to CES could be keep up its presence and have a place for the community to have access to Apple without the pressure to put on an earth shattering keynote with amazing new products..

Apple is not a computer company any more - that's why they dropped "Computer" from their name. The bulk of their future revenues will come from iPhones and related devices. Once Jobs leaves, they may just get out of the computer manufacturing business and license OS X to Dell, HP, Sony etc. I don't love my Mac becaust it's made by Apple, I love OS X.

[BenRoethig]

Apple is not a computer company any more - that's why they dropped "Computer" from their name. The bulk of their future revenues will come from iPhones and related devices. Once Jobs leaves, they may just get out of the computer manufacturing business and license OS X to Dell, HP, Sony etc. I don't love my Mac becaust it's made by Apple, I love OS X.

They'd have to get rid of Ive and Schiller too and most of the other top management before they stopped making computers.

Plus, I honestly think the window for that has passed. They should have done it with the move to intel a couple years back, when they still had the option for non-compete clauses for certain segments. Now, you have Dell and Sony moving full force into some of Apple's segments and quite frankly in an open competition products like the Studio Hybrid, XPS One, and the new studio XPS Notebook from Dell and Sony's more or less entire line might get some looks from the not so faithful if they were running Mac OS X. Apple has too much to loose now. A lot of users will continue not to be adequately served with Apple's semi-delusion stance of "we know what's right for everybody", but that's unfortunately the way it has to be.

[happydude]

I can see them attending and setting up a display but not delivering a keynote or announcing new products.

yeah, agreed. for the reasons they say they wanted out of macworld, why CES? they'll prob just have an official presence, but there won't be any big new product announcements.

[NT1440]

Really? I disagree and would easily put money that at next year's "Macworld" a slew of 3rd party vendors will not be there, they'll be wherever APPLE is releasing new (core) products. Ahem. That's what makes it APPLE's show:D
Macworld used to be revolutionary. We got a chance to hear the true luminaries of computing back in the early-mid 90's. People like Kai Krause. Now it's diluted except for Apple's attendance. No one will fly to San Fran to see the latest peripherals roll out their incremental upgrades. That's the point. MacWorld is hereby dead!:mad:


Trade shows exist all over world. There are tons of people that go to macworld simply because they like macs and want to see the latest add ons they can get. Apple doesnt need to be there for people interested in 3rd party stuff. I highly doubt that thousands of people show up only for the keynote on the first day. If that were the case, Macworld would only be a day long.

[Macmadant]

That's so ridiculous, it completely contradicts apple's reasoning for not doing macworld anymore. Even if they do just decide to put an exhibit booth up at CES, why not just continue to do that at Macworld ?

[NT1440]

That's so ridiculous, it completely contradicts apple's reasoning for not doing macworld anymore. Even if they do just decide to put an exhibit booth up at CES, why not just continue to do that at Macworld ?

I really doubt that the runners of macworld would be content with "just a booth" and the relationship between them an apple would be even MORE strained (if not broken already).

[YMark]

That's so ridiculous, it completely contradicts apple's reasoning for not doing macworld anymore. Even if they do just decide to put an exhibit booth up at CES, why not just continue to do that at Macworld ?

Probably because the CES draws 10 times the people.

[gmfeier]

They'd have to get rid of Ive and Schiller too and most of the other top management before they stopped making computers...

Not really. I'm sure Ive and Schiller already know why Apple dropped the "Computer." There will be many other cool devices in the future, but the traditional computer will probably follow the classic iPod into oblivion. Why not replace the computer with an iPhone dock wirelessly connected to an HDTV?

[Macmadant]

Apple is not a computer company any more - that's why they dropped "Computer" from their name. The bulk of their future revenues will come from iPhones and related devices. Once Jobs leaves, they may just get out of the computer manufacturing business and license OS X to Dell, HP, Sony etc. I don't love my Mac becaust it's made by Apple, I love OS X.

Yes you love your mac because of the seamless integration with the hardware it runs on, same as iTunes and The iPod, if all sorts of manufacturers start using Mac OS X, then you'll have the bloated drivers problems windows has, the reason you love Mac OS X is because of the integration of hardware and software.

I certainly don't think apple will ever do this, it's Mac hardware business is very profitable and to make up that shortfall they'd have to sell vast amounts of the OS and believe it or not, lots of people still like windows and i wouldn't anticipate a huge growth in OSX market share. Half the reason for adopting OS X is the mac hardware it's self, people love it, I think you'd be very alone in saying you only bought the mac for OS X, it's the entire experience that makes it great, not just the software

[BenRoethig]

Yes you love your mac because of the seamless integration with the hardware it runs on, same as iTunes and The iPod, if all sorts of manufacturers start using Mac OS X, then you'll have the bloated drivers problems windows has, the reason you love Mac OS X is because of the integration of hardware and software.

Why do we keep getting this decade out of date myth? Back in the old PowerPC days, almost every chip in a Mac had to be custom made. Both the Mac and computer hardware have changed a great deal in the last decade. Five years ago most PCs ran one of many unrelated chipsets from a bunch of different third party manufacturers. Since then, things have become much more make like. The third party chip makers have more or less left the business. Via and SIS are technically still around, but nobody uses them. ATI got bought by AMD, became their first party chipset supplier, and obviously stopped making chipsets for intel CPUs. The only third party company to have any real sales is Nvidia and even with the excellent 9000-series IGP chipsets, that future is in doubt.

Chipsets themselves have also evolved into family groups. Why make a bunch of chipsets with different drivers, when you can make different versions of the same chipset. Intel is now down to two chipset groups. The high end desktop and workstation chipsets merged with variants of x58 replacing both the x48 high end desktop chipset and the 5400 for dual CPU workstations. Video cards have done much the same. Support chips have always.

Lets compare my iMac with the Dell studio hybrid by parents just bought.
CPU
iMac Intel Core 2 Duo T7700 2.4ghz
Dell Intel Core 2 Duo T5850 2.16ghz
Chipset
iMac intel PM965
Dell intel GM965 (used on white Macbook)
Graphics
iMac ATI Radeon Mobility HD2600XT badged as HD2600Pro
Dell Intel x3100 graphics (used on white Macbook)
Audio
iMac Realtek HD audio
Dell Realtek HD audio
Wireless
iMac Apple Airport extreme-N (broadcom chipset, Atheros and intel wireless chipsets used on other intel Macs revisions)
Dell 1505 wireless-N (broadcom chipset)
Almost all Firewire, wired Networking, hard drives, optical drives, etc supported natively in Mac OS X

This isn't an aberration. A good 95% of the intel PCs sold in the last three years are fully compatible with Mac OS X's native drivers. That's close to 100% with intel laptops. The only difference between what Apple brings to market and what you'll find on the PC in the next isle is the firmware chip and the case. The case of course does not need a driver.

[alexbates]

Probably because the CES draws 10 times the people.

Probably so. And also, it will be great to show off Mac's to people that have come to the CES just to see Microsoft related stuff.

I am starting to think that Apple will go to the CES now. This is what Apple needs to do: find a way to get people's attention that have stuck with Windows for 10 or more years. My dad doesn't want to switch to a Mac because he trusts Microsoft after being with them so long. If people had the chance to test out a Mac and see how stable the OS is (compared to Vista) and how great the UI is, I bet they would love it. Also, people need to understand that Windows runs on a Mac to run applications that don't support Mac's. Most people (a lot that even have a Mac) that I know have no idea that Windows can run on a Mac. CES would be a great opportunity for Apple.

I hope they decide to go!