Did Apple win CES 2022 without even being there?

Google, Intel, Nvidia, AMD. These companies and others made it their mission to mention Apple in one way or another at CES this year.

Even though Apple wasn’t actually at the event in Las Vegas, it seemed like everyone was talking about the company.

If you’ve watched live streams from Intel and Nvidia, you would have heard of products that are faster than Apple’s M1 Max chips for example (although further research seems to have already put cold water on these claims of the two companies).

It’s only when you scratch the surface that you see that Apple has already been considered the winner of CES this year in various categories, without being there in an official capacity.

Apple was in the eyes of many at CES 2022

Intel was quick to compare its most recent lake Alder chips with the M1 Max, currently available in the 14-inch MacBook Pro and 16 inch models. the Press release directly states that the Intel Core i9 chip is faster than the M1 Max, but when you consider the heat that is dissipated from this processor compared to Apple’s chips, there is more than the speed at which Apple beats the competetion.

Intel comparing its Core i9 chip with Apple's M1 Max

(Image credit: Intel)

The Core i9 can draw up to 115 watts of power, while the M1 Max draws 60 watts in regular use, and it typically doesn’t exceed 90 watts when macOS demands more power from the chip.

But this is just one example of Intel, as the company also presented Apple Watch and iMessage integration with upcoming Evo PCs via Screenovate, an app the company recently acquired in December.

Google also announced an effort to mimic the connectivity enjoyed by Apple’s device ecosystem. Soon you will be able to pair multiple devices with an upcoming feature called Quick pair. This allows your Android phone to unlock your Chromebook or your Pixel Buds to seamlessly switch between your phone and laptop.

However, it’s not just Google and Intel taking inspiration from Apple’s software features.

But wait, there is more

Find my is Apple’s service for integrating with other products available through the Find My app. It’s the same method that AirTags offers, but the company allows other companies to use the same technology. Targus was an example at CES by integrating Find My in a backpack.

Belkin also announced headphones that would feature Find My, alongside a support for the iPhone 12 and iPhone 13 series which can follow your face, great for video calling or creating the next viral TikTok video.

Companies such as Day before to integrate Apple’s HomeKit, which is a way to manage your home devices through the Home app, so you can control the lights, your heating and soon the blinds to turn your home on and off when needed.

These are just a few examples of what was announced at CES 2022, but it just shows how Apple was all over the place at the event, but didn’t show up. The only time anyone from Apple appeared at CES was in 2020 when Jane Horvath, Apple’s senior privacy director, took the stage at a privacy panel discussion.

And, the year before, the company decided to display a banner in front of CES to promote the fact that your information is stored only on your iPhone.

Apple presents privacy banner at CES 2019

(Image credit: Avenir)

It just goes to show that Apple doesn’t need to be at CES – companies like Belkin with its products and Intel with its graphics are doing the hard work for the company regardless. While there are still doubts as to whether events like this are still needed in a post-pandemic world, the underlying theme was that businesses are gearing up to prepare for a battle that is for the most already won by Apple.


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