Microsoft has announced it won't be participating in the Consumer Electronics Show, which takes place every year in Las Vegas, from 2013.
The company always gives the opening keynote speech and even runs a both at the trade show, which takes place in January.
Microsoft said in a blog post that the CES January 2012 will be its last. From 2013, the company won't have an official presence there.
The reason behind the company's departure is the timing of the CES - used by most companies to announce upcoming products - is not favourable to Microsoft's product milestones.
"We'll continue to participate in CES as it is a great place to connect with partners and customers across the PC, phone and entertainment industries, but we won't have a keynote or booth after this year because our product news milestones generally don't align with the show's January timing," wrote Frank X. Shaw, Corporate Vice President, Corporate Communications, Microsoft, in the blog post.
With Microsoft out of the CES, it is unknown which company will replace the Windows maker as the keynote presenter at one of the most highly anticipated tech trade shows in the Silicon Valley.