CES is the biggest technology show in the world but there has been one glaring absence since 1992 – Apple.
The iPhone maker and first public company worth one trillion dollars no longer attends the trade show, held in Las Vegas, attended by more than 182,000 people this year.
However, the company’s decision not to attend hasn’t stopped it from leaving its mark in other ways.
Advertising is one route Apple made itself visible, stating that its products protect customer privacy, in an apparent dig at attending competitors such as Google.
“What happens on your iPhone stays on your iPhone,” a huge billboard reads alongside an image of the its best selling product.
But inside the event Apple took a slice of the conversation through partnerships with other tech firms who were in attendance.
For the most part, it centred around AirPlay 2, Apple’s wireless streaming service that allows Apple devices like an iPhone, iPad or Mac, to beam music, photos or videos to your TV.
LG, Samsung and Sony announced that some of their 2019 televisions would be compatible with the feature – video player app VLC revealed at CES that they would support AirPlay, too.
In addition, Samsung’s latest TV will come with access to iTunes, allowing people to buy and rent films and TV shows, fuelling speculation that Apple could launch a streaming platform to rival Netflix at some point.
There is also HomeKit, Apple’s system for communicating and controlling smart home devices.
Accessory and smart product makers including Belkin, Eve and Netatmo announced everything from smart plugs, lighting and video doorbells, all supporting HomeKit, providing Apple with an indirect gateway into CES.