The Electronic Entertainment Expo, or E3, once a prominent event on the gaming industry calendar, has officially announced its conclusion, with organizers attributing its demise to factors such as Apple's success and the changing landscape of the gaming industry.

E3, held annually in Los Angeles, was known for its extravagant showcases and the gathering of tens of thousands of industry professionals. While it was originally intended for marketing, sales, and retail representatives, its exclusivity and grandeur attracted attention from various players in the gaming industry.

Apple, although not at the center of E3, had a notable presence at the event in its early years. The tech giant showcased its iMac to guests at the 1998 E3 and rented booth and office spaces for subsequent years. However, by 2005, Apple's participation became less visible, with the company opting for discreet meetings with select contacts instead of maintaining a public presence.

During the years following Apple's reduced involvement, there were growing concerns in the gaming industry about the company's potential disruption. Apple's significant profits from game sales began to overshadow those of industry giants like Nintendo and Microsoft. This shift in the gaming landscape led to a decline in Apple's participation not only at E3 but also at other events, including Macworld Expo and the National Association of Broadcasters (NAB) show.

Recognizing the power of their retail stores and the impact of their direct relationship with customers, Apple decided to prioritize their own events rather than be guests at industry trade shows. Apple's success in controlling its message and reaching consumers directly through online platforms, such as the App Store, solidified the trend of companies bypassing traditional trade shows.

Executives from other consumer tech companies took note of Apple's strategy, realizing they too could control their messaging and public engagements. This realization prompted an exodus of game companies from E3, leading to multiple attempts by the Entertainment Software Association (ESA) to revamp the event. Despite efforts, E3 never regained its former momentum.

The COVID-19 pandemic further exacerbated E3's struggles. The event suffered consecutive data breaches in 2019 and was subsequently canceled in 2020 and 2021 due to public health risks. While the ESA cited COVID-19 as the reason for the cancellation of the 2022 show, some speculators questioned the true motivations given that the venue was not reserved as in previous years.

In March, the organizers of E3 apologized for the cancellation of the 2023 event, signaling a major blow to the future of the once-dominant trade show. Observers noted that the changing nature of the gaming industry and the missteps by the ESA further contributed to E3's downfall.

While few in the game business express lament for E3's demise, recognizing the event as symbolizing excess and hubris, the final nail in the coffin came as a result of both external and internal factors. Apple's success, its emphasis on direct consumer engagement, and the overall evolution of the gaming industry ultimately rendered E3 obsolete.

As E3 exits the stage, Apple's success continues to serve as a model for consumer tech businesses, both within and outside the gaming industry, emphasizing the importance of controlling messaging and engaging directly with customers. The legacy of E3 will be remembered as a bygone era symbolizing a changing landscape in the world of gaming.

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