Here's Why Apple Is Giving CES The Cold Shoulder

The biggest consumer electronics event in the world, the Consumer Electronics Show, is currently taking place in Las Vegas, Nevada. However, by sending only four representatives to the event, it seems the biggest consumer electronic firm in the world, Apple Inc. AAPL, is not to keen to make its presence felt there.

NYU Stern School of Business Marketing Professor Scott Galloway was on Bloomberg Tuesday to discuss if CES has any significance and opined on why Apple is giving the event a cold shoulder.

"The CES is trying to become the consumer world's Davos and that everyone goes to meet there," Galloway said, "but so far, for me the big takeaway every year from CES -- the TVs are going to get bigger and cheaper, which granted is important -- but it seems to me it’s become less and less relevant. If you take out the fact that it’s now incredible agora, incredible meeting place, try and think of what is the one thing that seems different or insightful that’s come out of CES so far. I have trouble in thinking what it is."

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Do We Need Interactive TVs?

"So interactive TV was supposed to be a big hit and the core advantage, the core competence of the TV is it doesn’t ask you to interact with it; it's a passive activity and that’s what we love about it," Galloway said. "They do need an operating system now, they have gotten pretty complicated, so you need to see basic search. So, what do we have, we have the Android, Sony announcing they are going to be on the Android platform, Samsung has developed their own platform, which usually doesn’t end well, and also Firefox is getting in the game."

Apple Missing From The Picture

Galloway wondered why Tim Cook is missing from the CES, saying, “we have all waited with a bated breath for an Apple TV.”

On why Apple doesn’t take CES seriously as other companies and sent only four of its representatives to the event, Galloway said, “Yeah, well Apple is not on social media either. Apple takes the conventional wisdom and just pivots the other way and seems to be working so far, so that’s not surprising.”