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Apple Has 250 Ninjas Spying the Competition At CES

Illustration for article titled Apple Has 250 Ninjas Spying the Competition At CES

Don't think Apple is not at CES. They are there, everywhere. You can't see them, but 250 stealth Apple employees are at CES 2012. They are not there to show things. They are there to voraciously analyze the competition.

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Paid Content's Tom Krazit bumped into none other than Greg Joswiak, head of iOS product marketing for Apple:

While wandering around the Central Hall of the Las Vegas Convention Center Tuesday, I bumped into Greg Joswiak, head of iOS product marketing for Apple, just outside of Sony's booth. Joz, as he's known within the Apple community, grinned sheepishly upon being recognized by a reporter and stopped to chat for a few minutes.

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Apparently he wasn't impressed by Sony's booth, he told Krazit.

Mike Elgan points out what's only logical: "A common misconception about Apple is that the company doesn't pay attention to the competition and remains aloof from what's happening in the rest of the industry." Sure, paying attention is one thing. All companies pay attention. All companies send scouts to other companies' booths and events. But sending a small army—according to Elgan, Apple registered 250 employees for the show—to comb the halls at CES is a lot more than just paying attention.

So yes, Apple may ignore CES for show and tell. But they are not ignoring what's cooking in Vegas. They are very interested in it. To see what's hot, what's wrong, where everyone else thinks things are going. If you are at CES, look into their badges. [Paid Content via Mike Elgan]

Image by .shock/Shutterstock

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DISCUSSION

This could be indicative of the changes at Apple too after Jobs death. I don't remember a report like this before Jobs died. Add this report to Tim Cook's $377 million pay structure just reported and it looks like Apple is going backward to the days Apple was wondering in the wilderness without Jobs. Jobs never took that kind of pay which is typical of other corporations (robbing the treasury for top executives) and the fact its never been reported before that they roamed CES looking at the competition. This smells to high heaven to me like a return to John Sculley like leadership. Also, notice how much is leaking out of Apple after Jobs death?

"To see what's hot, what's wrong, where everyone else thinks things are going."

Ask yourself this question: "Would this have ever happened under Jobs watch?" I don't think so.

Why in the hell is Apple at CES in the first place. Run out of ideas with Jobs death Tim?

I can see Jobs now thinking, "Tim, you're doing it wrong."