Steve Jobs' stylish and dramatic product launches came to dominate the popular tech world, and rivals are looking to copy that outside of the hubbub and razzmatazz of CES in Las Vegas.
"A lot of companies are trying to imitate Apple's success in a lot of areas, and one area where Apple has been extremely successful is in controlling its message by controlling the event and the timetable of its announcements," said Avi Greengart, research director for consumer devices at Current Analysis, a business intelligence firm.
Microsoft, which is trying to win back its technology crown from Apple and newcomer Google Inc, has long said that CES in early January does not fit its product release timetable, meaning it has little new to share in the opening keynote, which has for years been given by Chief Executive Steve Ballmer, and before him by co-founder Bill Gates.
"Microsoft can do this on their own, they don't need CES," said Hanson Hosein, a specialist in technology and media at the University of Washington in Seattle. "It's a lot of money. These shows are generally declining in popularity anyway."
Image: In this January 5, 2011 file photo, Microsoft chief executive officer Steve Ballmer gives his Keynote speech for the Consumer Electronics Show.