Architosh Staff (info@architosh.com)

20 June 2001

Apple not at AEC show, inexplicable or not?

Architosh received a few emails from readers expressing frustration that Apple is not exhibiting at the AEC Systems show. We often reply—not necessarily in defense of Apple (because we think they should be there too)—that neither is Microsoft, at least according to the exhibitors listing.

Apple Sells Hardware...its not just about the OS!

As a reader put it:

Not just Apple the OS, Apple the hardware company...egads.

There must be someone at Apple that is the liaison to the AEC industry. I would think that Apple would want this computing intensive community to know the specific advantages (mobile computing, digital imaging, ease of use, audio/video archiving) Apple offers. I know Apple has road shows that address the AEC industry - I just don't get it - why Apple would not take advantage of all the people coming to them (at AEC 2001) --- Phil

Phil is not the only one who feels this way. Quite a lot of readers express concerns why Apple doesn't attend this very large show, a show that addresses the $3.2 trillion building/design/engineering industry. Phil is entirely right, with a little bit of planning and a decent budget, Apple could easily put together a good booth showcasing integral solutions on the Mac platform.

Video and digital photography are key strategic areas for Apple in the general market, but what they fail to recognize is that these same technologies are finding innovative and purposeful roles in the AEC industry. Architects, for example, are often using digital video to document activities on the construction site. Contractors routinely use digital images to email to the architect or engineer's office. And this is just skimming the surface.

"Inexplicable that they [Apple] are not there?" Perhaps. With the huge software support in Macintosh CAD and 3D, combined with the digital media focus, one would think Apple would make a strategic appearance at AEC Systems one of these days.