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Edition: U.S. Article Comments (0) Save Email Print Reprints Most Popular Most Shared Tired Gay succumbs to Dix in 200 meters 03 Jul 2010 North Korea shrugs off ship and calls for nuclear talks 09 Jul 2010 U.S. judge slashes penalty in music download case 09 Jul 2010 German fans want revenge grilling of oracle octopus 08 Jul 2010 Cat burglar takes shine to washing-line underwear 08 Jul 2010 BP could start cap switch on Saturday: Coast Guard 09 Jul 2010 California transit cop verdict sparks looting 09 Jul 2010 BP set to install bigger cap on leaking Gulf well 09 Jul 2010 Weaker economic view, stronger 3-year sale 09 Jul 2010 Viagra-popping seniors lead the pack for STDs 06 Jul 2010 Tired Gay succumbs to Dix in 200 meters 03 Jul 2010 German fans want revenge grilling of oracle octopus 08 Jul 2010 Google's Schmidt undaunted by Apple or Facebook 09 Jul 2010 Cat burglar takes shine to washing-line underwear 08 Jul 2010 BP could start cap switch on Saturday: Coast Guard 09 Jul 2010 Investors flocking to group organizing sites 08 Jul 2010 Viagra-popping seniors lead the pack for STDs 06 Jul 2010 Fresh economic worries trigger rush into gold 17 Jun 2010 SEC pushes tighter market-making rules: sources 09 Jul 2010 Soldier charged over leaked video of attack 06 Jul 2010 Even absent, Apple's Jobs a big player at Sun Valley Digg This Tweet This Share on LinkedIn Share on Facebook Related News Google gets nod from China to keep search page Fri, Jul 9 2010 UPDATE 4-Google confident of getting China web license Fri, Jul 9 2010 Cable companies, networks mull smaller TV bundles Thu, Jul 8 2010 ESPN says World Cup exceeded all expectations Wed, Jul 7 2010 Borders sees new e-bookstore taking share Wed, Jul 7 2010 Related Topics Technology » ipad » Media » Apple CEO Steve Jobs leaves the stage after unveiling the iPhone 4 during the Apple Worldwide Developers Conference in San Francisco, California, June 7, 2010. Credit: Reuters/Robert Galraith By Alexei Oreskovic and Paul Thomasch SUN VALLEY | Fri Jul 9, 2010 7:36pm EDT SUN VALLEY Idaho (Reuters) - Apple Inc boss Steve Jobs was a no-show at an annual pow-wow of media and technology moguls in Sun Valley. But he was far from forgotten. At a conference graced by such luminaries as Warren Buffett and Bill Gates, Jobs and the consumer electronics titan he co-founded were on the lips of the assembled media and tech chieftains alternately wary of and excited by Apple's growing sway over the industry. Apple's increasing role in media distribution from music to books, its aspirations in advertising and hit products like the iPad have made the company one of the most influential players in an industry struggling to adapt to the Internet age. For movie studios, publishers and music labels, Apple represents promising new ways to reach consumers as well as a potentially threatening shift in a balance of power that has traditionally favored the creators of content. "It's hard not to be aware of them," said one senior media executive on the sideline of the conference, hosted by boutique investment bank Allen & Co. "Apple wants to sell devices. For them, the higher the quality, and the lower the cost of the content, the better." It isn't clear who holds the cards -- Apple or the media companies. But its new devices are forcing the industry to rethink established ways of doing business, executives said. "It's a multiple device world," Walt Disney Co. Chief Executive Bob Iger said when asked about the importance of new gadgets in the media distribution equation. Iger said Disney's goal was to obtain mass distribution for content. But as the distribution landscape changes, he expected to see limited exclusivity content deals across the industry. With a market capitalization of $235 billion, Apple recently surpassed Microsoft Corp to claim the title of world's most valuable technology company. Apple seems to be everywhere these days. It ranks as the top U.S. music retailer thanks to its iTunes online music store. Its catalog of more than 200,000 App Store applications for the iPhone and iPad offers an opportunity to play a similar role in newfangled entertainment and gaming products. And with the new iPad tablet, Apple is moving into the electronic book market, competing with Amazon.com Inc and Barnes & Noble Inc as a book distributor. "Thanks to all the distribution models we have, content isn't scarce," said Paul Saffo, a technology forecaster and the managing director of Discern. "The scarce resource is the experience. Content is just one piece of the experience and it turns out the person closest to the consumer is the person who controls the experience. Right now that is Apple." Sun Valley has garnered a reputation as a fertile ground for content deal-making. But Jobs wasn't making the rounds and the company hasn't yet announced iPad deals with many of the major content producers, including Time Warner Inc, CBS Corp and Viacom Inc. Content owners -- though they might enjoy the distribution and audiences offered by Apple's gadgets -- have been hesitant about striking deals that leave them in a weak position down the road, mindful of how iTunes roiled the music industry. Then also, Apple rival Google Inc -- whose Android software platform is powering a host of devices -- offers them a viable distribution alternative. Google CEO Eric Schmidt said at Sun Valley this week that he's had talks with all the major content producers about various projects. "The value of his (Jobs') distribution system is only as good as the content that is available on it," Scott Singer, investment banker at Bank Street, said ahead of the conference. "I am still a firm believer that content is still king. So he needs Leslie Moonves, he needs Bob Iger, he needs Rupert Murdoch. He needs them to create great entertainment and information so people buy something." (Additional reporting by Jennifer Saba and Yinka Adegoke; Editing by Sofina Mirza-Reid) Technology ipad Media Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Reader Feedback Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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