Huge difference when Apple pulled out of Macworld after 2009 it was as they were on a strong ascend in both mindshare, products and sales. When IBM chose the same approach for Comdex back around 2002, they were changing their business strategy. This is not a good move for Microsoft as they work hard to prove Windows Phone is a legitimate OS and while they face increased competition in their Xbox group from Sony and Apple. Apple doesn't need trade shows. If some unknown remote person at Apple sneezes in a back office at 3 Infinite Loop, it gets publicized. Microsoft needs focus. I've participated in many multi-million dollar Microsoft events and they have all sucked. I've been an Apple fan for quite some time. It amazes me how many people are so proud to confess to me that they just purchased their first Mac. They got an iPhone. They got an iPad. I don't think Microsoft has a chance until Steve Balmer is ousted.
"We'll get a chance to go through this [Apple versus Microsoft debate] again in phones and music players. There's no chance that the iPhone is going to get any significant market share. No chance. It's a $500 subsidized item. They may make a lot of money. But if you actually take a look at the 1.3 billion phones that get sold, I'd prefer to have our software in 60% or 70% or 80% of them, than I would to have 2% or 3%, which is what Apple might get." Steve Balmer, April 2007
