Apple is Silent at CES 2017 – Amazon Hogs the Spotlight

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Apple Inc. (NASDAQ:AAPL) normally doesn’t put up a booth or conduct events at CES, but its absence from the event this year was worse than it was in the previous years, says a report from Recode. Usually, the Cupertino-based firm doesn’t even set its foot in Las Vegas, but still manages to be a big part of the conversation.

This year Apple was not missed, and the limelight was hogged by Amazon.com (NASDAQ:AMZN). Its Alexa was a hot platform at the event as many CES products were either building in the Amazon voice assistant or adding capabilities of their own to the skill set, notes Recode.

No threats though

Some new products for Apple’s HomeKit were there at the event, but were few in comparison. Apple did not have a booth of itself at the CES, but there is a pretty big area at the North Hall of the convention center that is devoted to the firms that make Apple add-ons.

There is a large section in the convention hall named iProducts that displayed the usual array of cases and chargers. There was not much new or exciting about it, notes Recode. However, innovation was seen in trying to replace many ports that Apple took away from its latest MacBook Pro.

Apple Inc. (NASDAQ:AAPL), however, does not need to stress much as its major rivals did not come up with any amazing products at the event that might pose a threat. It seems as if the firms are not much concerned about innovating tablets as we have been seeing same offerings from past several years at the CES including this year, notes Recode.

At Mobile World Congress (MWC) – scheduled to take place next month – several new phones will be announced, kicking off this year’s real phone competition.

Apple falling behind rivals in PCs

Apple’s Mac had to face most competition at the CES. Updating the computer line, especially the desktops is something at which Apple has been really slow while rivals running Windows have seen a lot of innovation in very less time.

Apple Inc. (NASDAQ:AAPL) Store

Apple Inc. (NASDAQ:AAPL) might be doing wonderfully at the smartphones, but when it comes to PCs, it lags top competitors. For example, Dell recently made the XPS 13 i.e. its most popular laptop into a laptop-tablet convertible. The firm also came up with a new touch-screen laptop that it designed to offer some of the capabilities of Microsoft’s Surface Studio for the rest of the Windows 10 ecosystem.

On the smartphones front, Android makers will be able to offer more powerful devices as Qualcomm has introduced the Snapdragon 835 processor, which will be used in several smartphones this year. This year, the same will be used in the Windows PCs that are expected to come out later this year.

Now, its Apple’s turn to show it can, especially on the Mac side. Tim Cook has already promised great desktops going forward.

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