since its business model doesn't rely heavily on advertising revenue. Privacy has also become a bigger part of Apple's marketing campaigns over the past year, as it's positioned it as being a core selling point of the iPhone.
"They see themselves as positioning themselves differently in terms of how they deal with their customer data compared to their competitors," Ranjit Atwal, senior research director at market research firm Gartner, said to Business Insider. Although Apple isn't holding a press conference and won't be operating a massive booth on the show floor, its presence at CES has been slowly growing in recent years.
"There was clearly a coordinated effort among device makers to announce new features and support for Apple capabilities," said Frank Gillett, vice president and principal analyst at market research firm Forrester. Apple's presence at CES in 2020 appears to be squarely focused on privacy. But it's still a sign that the show has become increasingly important for large tech firms like Apple, Amazon, and Google as they're seeking dominance in areas like streaming entertainment and smart home technology — two categories that are among the biggest areas of focus at CES.
As digital services and industry-wide concerns like privacy become increasingly important to Apple's business and its image, it's clear that the company is expanding beyond its own events to spread its message. Apple may not have any interest in making major announcements around its own products at the CES, but it seemingly does have a desire to influence the ecosystem in which its products exist.
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